旅游目的地形象的群体差异研究——本地人、已游客和未游客的比较

发布时间：2018-02-13 21:49

  本文关键词： 刻板形象 认知形象 本地人 已游客 未游客　出处：《经济管理》2017年05期 　论文类型：期刊论文

【摘要】：对比研究本地人、已游客和未游客三个群体心目中的旅游目的地形象,不仅能丰富和深化旅游目的地形象群体差异的研究内容,而且可为旅游市场细分和精准营销提供理论依据。本文基于一手数据,以西安为例,采用内容分析法、对应分析法和因子分析法等方法,借鉴景观生态学有关指数,分别对比研究本地人、已游客和未游客三个群体的刻板形象和认知形象。结果表明:(1)三个群体的刻板形象具有一致性,但刻板化程度不同。刻板形象的刻板化程度本地人最低,未游客最高,已游客介于二者之间。本地人除了通过旅游吸引物维度,还通过旅游环境维度和地方氛围维度建构刻板形象,其刻板形象最全面细致;已游客以旅游吸引物维度中的著名景点和地方美食为主建构刻板形象,其刻板形象较未游客更具体;未游客以目的地知名度更高的事物为主建构刻板形象,其刻板形象最单一。(2)三个群体的认知形象维度结构不尽相同,其中已游客与未游客的维度结构相同,已游客和未游客与本地人的维度结构都不同,核心吸引物、一般吸引物和旅游环境是三个群体共有的认知形象维度。(3)三个群体持有的西安旅游刻板形象和旅游认知形象均是积极正面的,刻板形象的刻板化程度均较高,对西安认知形象的评价本地人最好,未游客最差,已游客介于二者之间。最后,根据研究结论提出了实践建议。
[Abstract]:A comparative study of the image of tourist destination in the eyes of local, tourist and non-tourist groups not only enriches and deepens the research contents of the difference of tourist destination image, Based on the primary data and taking Xi'an as an example, this paper uses the methods of content analysis, correspondence analysis and factor analysis to learn from the related indices of landscape ecology. The results show that the stereotype of the three groups is consistent, but the degree of stereotyping is different. The local people not only through the tourist attraction dimension, but also through the tourism environment dimension and the local atmosphere dimension to construct the stereotype image, its stereotype image is most comprehensive and meticulous; In the dimension of tourist attraction, the tourists construct the stereotype image mainly by famous scenic spots and local delicacies, the stereotype image is more specific than that of the non-tourists, and the non-tourists construct the stereotype image mainly by the things with the higher popularity of the destination. The dimension structure of cognitive image of the three groups is different, in which the dimension structure of the tourist has the same as that of the non-tourist, the dimension structure of the tourist and the non-tourist is different, the core attraction is different. The general attraction and tourism environment are the common cognitive image dimension of the three groups.) the tourism stereotype and tourism cognitive image held by the three groups are both positive and positive, and the stereotype of the stereotype is higher. The evaluation of Xi'an cognitive image is the best for locals and the worst for non-tourists, which is between the two. Finally, some practical suggestions are put forward according to the conclusion of the study.
【作者单位】： 陕西师范大学旅游与环境学院;
【基金】：国家自然科学基金项目“距离对旅游目的地形象的影响:西安与杭州的对比研究”(41371154)
【分类号】：F592.7
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本文编号：1509177