基于文脉和游客感知的运城旅游目的地形象塑造研究

发布时间：2018-03-07 18:50

本文选题：文脉　切入点：游客感知形象　出处：《山西大学》2014年硕士论文　论文类型：学位论文

【摘要】：当前旅游市场上不断涌现出各种新型的旅游类型,目的是能够最大限度地吸引更多的潜在旅游者。旅游目的地形象的主要作用在于其对游客的吸引力。目的地形象塑造的成功与否直接决定了旅游者数量的多少和该旅游目的地的发展潜力。最近几年,旅游市场改变了以往只推销单一景区的情形,着重于塑造整体、综合的旅游目的地形象。整体性的旅游目的地形象比单一的旅游景区形象会带给游客更强的驱动力。旅游目的地形象既是旅游地文脉的集合和升华,也是旅游者所获得的目的地感知形象；感知形象融入了旅游者自身的旅游经历和情感体验,体现了一定的市场性。运城市旅游资源类型丰富,数目众多。近几年运城市加大了对旅游的投入和建设,包括旅游景区的修缮、规划和管理以及城市建设等各个方面,获得了显著的成效。但是,运城市的诸多劣势仍然存在：譬如受到周围城市“形象遮蔽”效应的延伸、旅游景区的宣传太过集中且单一、游客在旅游项目中的参与度相对较低以及旅游城市建设有待完善等多个方面。本文以相关的旅游目的地形象理论为指导,运用Eviews软件,结合运城市的文脉现状和游客感知形象的调查数据,对运城市的形象塑造分别从旅游人数、旅游宣传媒介感知度、游客感知度、城市建设感知度四个维度进行相关性分析。通过相关性研究,对运城市的旅游形象塑造分别从“前景形象”、“背景形象”和前景形象与背景形象的互动与实现三个板块提出相应的策略。“前景形象”塑造是基于“形象遮蔽”效应提出的,从参与度和体验性等方面对旅游者最先接触到的旅游景区形象进行塑造；旅游者对目的地形象的整体评价除“前景形象”之外,还要依赖旅游城市所营造的整体旅游环境,即“背景形象”,包括旅游节庆品牌、城市市容建设、城市地域文化以及城市居民的整体素质等等。从战略的角度讲,前景形象与背景形象的互动与实现还需要旅游住宿、旅游交通、旅游餐饮以及旅游商品的设计等环节的合作与协调；这些环节的良好沟通与配合不仅能提高旅游景区的美誉度,还可以加深旅游者对旅游目的地的印象。本文以运城市的文脉为立足点,运用相关性理论分析游客感知形象的调查数据,遵循理论联系实际的指导原则,提出了运城市旅游目的地形象塑造的相关建议；以期丰富运城市旅游目的地形象塑造的相关研究方法,并期望能对我国的旅游目的地形象塑造研究提供一定的参考价值。
[Abstract]:At present, various new types of tourism are emerging in the tourism market. The purpose is to attract more potential tourists to the maximum extent. The main function of tourist destination image is its attraction to tourists. The success of destination image directly determines the number of tourists. The potential of this tourist destination. In recent years, The tourism market has changed the way it used to sell only a single scenic spot, focusing on shaping the whole. Comprehensive tourism destination image. The overall tourism destination image will bring a stronger driving force than the single tourist destination image. The tourism destination image is not only the collection and sublimation of the tourist destination context, but also the tourism destination image. It is also the destination perception image of tourists, which integrates tourists' own tourism experience and emotional experience, and embodies a certain market. Yuncheng is rich in tourism resources. In recent years, Yuncheng has increased its investment and construction in tourism, including the renovation, planning and management of tourist attractions and urban construction, and has achieved remarkable results. Many disadvantages of Yuncheng still exist: for example, by the extension of the "image masking" effect of the surrounding cities, the publicity of tourist spots is too concentrated and single. The participation of tourists in tourism projects is relatively low and the construction of tourist cities needs to be improved. This paper is guided by the theory of tourism destination image and applies Eviews software. According to the current situation of Yuncheng and the survey data of tourists' perceived image, the image of Yuncheng is shaped by the number of tourists, the perception of tourism propaganda media, the perception of tourists, respectively. Correlation analysis of four dimensions of perception of urban construction. This paper puts forward corresponding strategies for the shaping of Yuncheng's tourism image from "foreground image", "background image" and interaction and realization of foreground image and background image. From the aspects of participation and experience, the image of tourist spots that tourists first come into contact with is molded. Besides "foreground image", tourists' overall evaluation of destination image also depends on the overall tourism environment created by tourist cities. That is, "background image", including tourism festival brand, city appearance construction, urban regional culture and the overall quality of urban residents, etc. From a strategic point of view, the interaction and realization of foreground image and background image also need tourist accommodation. Cooperation and coordination in such links as tourism transportation, tourism catering and the design of tourist commodities; good communication and cooperation in these links can not only enhance the reputation of tourist attractions, This paper, based on the context of Yuncheng City, analyzes the survey data of tourists' perceived image by using relevance theory, and follows the guiding principle of integrating theory with practice. This paper puts forward some suggestions on the image shaping of Yuncheng tourist destination, in order to enrich the relevant research methods of Yuncheng tourism destination image, and hope to provide some reference value for the study of tourism destination image shaping in our country.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6

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