基于SPSS的旅游者意象感知测度下旅游地优化发展——以束河古镇为例  

Research on the Optimal Development of Tourism Destination Based on the Measurement of Tourists’Image Perception Based on SPSS——A Case Study of Shuhe Ancient Town

作　　者：夏梦蕾 李庆雷[1] 王豪 XIA Menglei;LI Qinglei;WANG Hao(Faculty of Geography,Yunnan Normal University,Kunming 650500,China)

机构地区：[1]云南师范大学地理学部,云南昆明650500

出　　处：《湖南工程学院学报（社会科学版）》2021年第4期69-74,共6页Journal of Hunan Institute of Engineering(Social Science Edition)

摘　　要：研究表明,鲜明生动的地域形象和内涵深厚的地域意蕴会对旅游者产生强大的吸引力,因而旅游地需要更加具有明确性和地方性的旅游意象,以地脉和文脉作为构成基础,推动旅游“意”与“象”的互动演绎,同时关注其动态发展以保持长久的生命活力。古镇旅游作为新型旅游产品之一,在当前火爆发展的背后其雷同化、过度商业化、文化异化等问题日益凸显,如何解决这一困境成为社会各界的重要思考方向。因此,从体验出发,以李克特量表为测量工具,借助SPSS软件系统性地测度分析旅游者对旅游地意象感知,进而了解旅游地的核心资源和属性吸引力,识别相较于其他旅游地的优劣势,摆脱同质化窘境,打造地方化体验。Findings show that the vivid regional image and profound regional connotation will have a strong attraction for tourists.Therefore,the tourist destination needs more clear and local tourism image,which is based on the geographical and cultural context to promote the interactive interpretation of tourism“meaning”and“image”,and pay attention to its dynamic development to maintain its long term vitality.Ancient town tourism is one of the new tourism products.Behind the hot development,the problems of assimilation,over commercialization and cultural alienation have become increasingly prominent.How to deal with this dilemma has become an important issue of the society.Therefore,starting from the experience,using Likert Scale as the measurement tool,and with the help of SPSS software,this paper systematically measures and analyzes tourists’perception of tourism destination image,so as to understand the core resources and attribute attraction of tourism destination,identify the advantages and disadvantages compared with other tourism destinations,get out of the homogenization dilemma,and create a localized experience.

关 键 词：旅游意象 意象感知 古镇旅游 SPSS 束河古镇 

分 类 号：F590.1[经济管理—旅游管理]