新疆各地州旅游形象打造、传播与整体营销水平测度及影响因素  

The Level Measurement and Influencing Factors of Xinjiang’s Prefectures’Tourism Image Building,Media Transmission and Whole Marketing

作　　者：梁伟婧 时卉 由亚男[1] 葛守林 谭薇 LIANG Wei-jing;SHI Hui;YOU Ya-nan;GE Shou-lin;TAN Wei(Xinjiang University of Finance&Economics,Urumqi 830000,China)

机构地区：[1]新疆财经大学,新疆乌鲁木齐830000

出　　处：《乌鲁木齐职业大学学报》2024年第2期35-42,共8页Journal of Urumqi Vocational University

基　　金：新疆维吾尔自治区自然科学基金项目“乡村振兴背景下新疆乡村旅游地多维重构过程、机理及优化路径”(2022D01B122);新疆旅游形象打造、传播与整体研究(ZX20230060);2023年度新时代党的治疆方略理论与实践研究课题“新疆旅游形象打造、传播与整体营销研究”(编号:2023ZJFLW09)。

摘　　要：目的地旅游形象影响着消费者的旅游需求和目的地选择,对提升旅游地的竞争力和吸引力具有重要意义。以新疆14个地州为例,基于专家调查数据及官网数据,结合CIS理论,运用综合指数法和专家打分法对新疆旅游形象打造、传播与整体营销水平进行综合打分,利用逐步回归法对影响因素进行分析。结果表明:(1)各地州旅游形象打造、传播与整体营销水平存在较大差异,并呈现不同程度的两极分化现象,而且有一定的瓶颈约束。(2)旅游形象传播效果、旅游企业诚信经营、生态环境、标志性形象等四个方面对旅游形象打造、传播及整体营销系统有显性影响,其中旅游形象传播效果影响最大,生态环境影响最小。上述发现为完善旅游形象评价系统提供参考,同时为相关战略的制定提供理论依据,在此基础上促进新疆旅游业的高质量发展。The image of tourism Destination affects consumers'tourism demand and destination choice,which is of great significance to enhance the competitiveness and attractiveness of tourism destinations.Taking 14 prefectures in Xinjiang as an example,based on the data from experts’survey and official website data,combined with CIS theory,comprehensive index method and expert scoring method were used to comprehensively score Xinjiang's tourism image building,mass transmission and whole marketing level,and the influence factors were analyzed by stepwise regression method.The results show that:First,there are great differences in the level of tourism image building,mass transmission and whole marketing among different prefectures,and different degrees of polarization and certain bottleneck constraints.Second,the four aspects including tourism image transmission effect,tourism enterprise integrity management,ecological environment and iconic image have a dominant impact on tourism image building,mass transmission,and whole marketing system,among which the effect of tourism image communication has the largest impact and the ecological environment has the least impact.The above findings provide a reference for improving the tourism image evaluation system,and provide a theoretical basis for the formulation of relevant strategies to promote the high-quality development of Xinjiang tourism.

关 键 词：旅游形象 水平测度 影响因素 CIS理论 

分 类 号：F592[经济管理—旅游管理]