旅游目的地形象感知及提升策略——以承德避暑山庄为例  

Image Perception and Promotion Strategies of Tourist Destinations——Taking Cheng De Summer Resort as an Example

作　　者：殷敬淇 吴琳 常睿[2] Yin Jingqi;Wu Lin;Chang Rui(Hebei Normal University for Nationalities,Chengde,Hebei 067000;Chengde Petroleum College,Chengde,Hebei 067000)

机构地区：[1]河北民族师范学院,河北承德067000 [2]承德石油高等专科学校,河北承德067000

出　　处：《呼伦贝尔学院学报》2020年第6期13-17,共5页Journal of Hulunbuir University

基　　金：2018年度河北民族师范学院校级科研基金“避暑山庄皇家文化形象的建构与传播策略”(PT2018005);河北省文化旅游大数据技术创新中心开放课题“基于大数据挖掘的城市特色智慧旅游建构——以承德市为例”(SG2019036-yb2004)。

摘　　要：游客对旅游目的地的形象感知,是旅游景区的品牌价值。随着经济的高速发展,旅游业也进入了“全民旅游时代”,游客也更加注重个人体验和文化感受,旅游目的地需要充分挖掘旅游目的地的文化形象,增强游客对目的地形象感知。本文通过调查游客对承德避暑山庄文化形象的感知,分析避暑山庄皇家文化塑造面临的问题,从创新旅游体验角度提出避暑山庄形象感知的提升策略,从而实现文化与旅游的深度融合。The image perception of the tourist destination is the brand value of the scenic spot.With the rapid development of economy,the tourism industry has entered the era of"national tourism",and tourists pay more attention to personal experience and cultural feelings.Therefore,tourist destinations need to fully explore the cultural image of tourist destinations and strengthen tourists'perception of the image of destinations.Based on the investigation of tourists'perception of the cultural image of the Summer Resort,this paper puts forward the problems facing the shaping of the imperial culture of the Summer Resort,and proposes the improvement strategies of the image perception of the Summer Resort from the perspective of innovative tourism experience,so as to realize the deep integration of culture and tourism.

关 键 词：避暑山庄 形象感知 提升策略 

分 类 号：F592.7[经济管理—旅游管理]