古镇旅游地游客意象感知测度及优化——以贵州省青岩古镇为例  

Tourists' image perception measuring and optimizing in ancient towns:a case study of Qingyan Ancient Town

作　　者：李瑞[1] 王茂强[1] 吴孟珊[1] 殷红梅[2] 

机构地区：[1]贵州师范大学地理与环境科学学院 [2]贵州师范大学国际旅游文化学院

出　　处：《城市问题》2018年第4期35-42,共8页Urban Problems

基　　金：国家自然科学基金项目(41561032)

摘　　要：以贵州省青岩古镇为典型案例地,运用语义差别方法系统性地测度与分析了游客对古镇旅游地意象的功能感知与心理感知及其优化对策。结果显示:古镇游客的意象总体感知与其意象功能感知呈较积极态度,而古镇游客的意象心理感知则呈中立态度;具体之,在游客意象功能感知中,游客对古镇整体风貌、核心景区环境、基础设施、门票价格和内外交通便利性依次呈较完整、较整洁、较完善、中立和稍消极态度,而游客对古镇居民友好程度、主体空间商业化环境、镇域肌理文化氛围、镇域空间历史厚重感和全镇域社会文化意象的心理感知则依次呈较冷漠、较失望、较浓厚、较强烈和中立态度。基于此,认为优化古镇旅游基础与公共服务设施环境、突破"门票经济"优化古镇旅游产业链、注重空间社会公正和空间肌理文化活化,可提升游客对古镇旅游地的意象感知。Taking the national 5A level scenic spot of Qingyan Acient Town as a typical ease, this essay uses the Se- mantic Difference Method combining quality and quantity analy- sis methods to measure and analyze systematically the functional and psychological perception of tourists＇ image and its optimiza- tion strategy. The results show that the overall tourists＇ image perception and the image function perception are more positive, and the image psychological perception of tourists is neutral. In particular, the overall style, the core scenic environment, the infrastructure, the ticket price, the internal and external trans- port facilities of image functional perception is more complete, more neat, more perfect, neutral and slightly negative situation in order. The friendliness of town residents, the commercial en- vironment of town＇ s main space, the eultural atmosphere of town＇ s texture and the psychological perception of town＇ s his- torical and cultural image is more indifferent, more disappoint- ing, stronger, and more neutral in order. Therefore, the tourists＇ image perception of Qingyan Acient Town can be enhanced by optimizing its environment of tourism infrastructure and public service facilities, optimizing its tourism industries＇ chains by breaking through its ＇ ticket economy＇, and paying attention to its social justice and cultural activation of spatial texture.

关 键 词：旅游地意象 游客感知 语义差异法 青岩古镇 

分 类 号：F592.7[经济管理—旅游管理]