大同市旅游品牌形象的游客感知分析  

The Analysis of the Tourists' Perception of Datong Tourism Brand Image

作　　者：李波[1] 薛海霞[1] 薛文礼[2] LI Bo XUE Hai-xia XUE Wen-li(School of Culture of History and Tourism, Shanxi Datong University, Datong 037009, Shanxi, China School of Chinese Literature, Shanxi Datong University, Datong 037009, Shanxi, China)

机构地区：[1]山西大同大学历史与旅游文化学院,山西大同037009 [2]山西大同大学文学学院,山西大同037009

出　　处：《山西师范大学学报（自然科学版）》2016年第3期82-85,共4页Journal of Shanxi Normal University(Natural Science Edition)

基　　金：山西大同大学校级科学研究项目(2013K9)

摘　　要：在分析城市品牌形象及其测量方法的基础上,采用结构法与非结构法,对大同市的认知形象、情感形象和总体形象的游客感知情况进行了分析.结果显示,大同市的显著形象以云冈石窟为主要载体,突出城市转型和悠久历史文化两个方面.On the basis of analysis of urban brand image and measurement methods, the article used the structure of law and non-structural method, analyzed the image of Datong cognitive, emotional image and percep- tion of the overall image of the tourists. The results showed that the significant image of Datong was YUNGANG Grottoes as the main carrier, highlighting two aspects： the historical and cultural and urban transformation

关 键 词：旅游 品牌形象 游客感知 

分 类 号：F590[经济管理—旅游管理]