Research on the Factors of Destination Image and Their Effec
发布时间：2021-01-13 14:56
旅游消费者通常将目的地形象视为一个至关重要的问题。实际中,目的地形象在旅游目的地的选择中具有关键性地位。形象比目的地的实体更有价值,这是因为旅游环境中的服务是无形的。旅游业是国民经济的主要部门之一。理论表明,认识、了解特定地区的旅游目的地形象结构,将对旅游营销及战略产生重大影响。尽管对于何种目的地形象最好没有共同的看法,但人们一致认为将该理论应用于旅游领域将创造出巨大价值。目的地形象与目的地营销、品牌等概念密切相关。任何旅游目的地的终极目标都是通过营销活动来影响其潜在游客与旅行相关的决策和选择。虽然不可能影响形象形成的方方面面,但旅游营销人员试图通过强有力的目的地品牌的传递,来战略性地建立、强化、并在必要时改变其目的地的形象。因此,形象研究被认为是营销和品牌战略的重要组成部分。然而,并不是所有人心中对同一地点都有相同的目的地形象。因为形象感知会根据其受到的不同外在条件的影响而变化,如个体、文化和心理影响等。对于旅游地品牌而言,有效合理的定位是创造品牌价值的关键。国际化定位的旅游地如今已经意识到目的地形象的媒介地位,并且从传统市场营销演变为适应新型服务特征的动态营销模式。一般而言,品牌建...
【文章来源】：华中师范大学湖北省 211工程院校 教育部直属院校
【文章页数】：77 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENT
DEDICATION
ABSTRACT
CHAPTER Ⅰ: Introduction
1.1 Background
1.2 Problem Statement
1.3 Research Objectives and Methods
1.4 Significance of the topic
1.5 Thesis structure
CHAPTER Ⅱ: Theoretical framework
2.1 Tourism marketing
2.1.1 Definition and importance of tourism
2.1.2 The effect of tourism in the economy of a country
2.1.3 Tourist behavior
2.2 The country of origin
2.2.1 Definition
2.2.2 Country of origin effect
2.2.3 The Stereotype Content Model
2.3 Destination image
2.3.1 Definition
2.3.2 The effect of COO on a tourist destination image
2.3.3 The development and formation of destination image
2.3.4 The cognitive, affective and conative models
2.3.5 Marketing of a tourist destination
2.3.6 Research hypotheses
CHAPTER Ⅲ. RESEARCH DESIGN AND METHODOLOGY
3.1 Measurement and analysis of results
3.2 Research method
3.3 The sample
3.4 The measuring instrument
3.5 Analysis of Data
CHAPTER Ⅳ. EMPIRICAL FINDINGS
4.1. Moroccan tourism in general
4.1.1 Description of Moroccan tourism
4.1.2 Moroccan tourism in numbers
4.2. Data analysis and presentation
4.2.1 Demographic information of respondents
4.2.2 Travel experience in Morocco
4.2.3 Open-ended question
4.2.4 Measuring the cognitive component
4.2.5 Measuring the affective component
4.2.6 Measuring the conative component
Chapter Ⅵ: Conclusions and Recommendations
6.1 Conclusion
6.2 Recommendations
6.3 Future research
References
APPENDIX A
APPENDIX B
本文编号：2975065
【文章来源】：华中师范大学湖北省 211工程院校 教育部直属院校
【文章页数】：77 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENT
DEDICATION
ABSTRACT
CHAPTER Ⅰ: Introduction
1.1 Background
1.2 Problem Statement
1.3 Research Objectives and Methods
1.4 Significance of the topic
1.5 Thesis structure
CHAPTER Ⅱ: Theoretical framework
2.1 Tourism marketing
2.1.1 Definition and importance of tourism
2.1.2 The effect of tourism in the economy of a country
2.1.3 Tourist behavior
2.2 The country of origin
2.2.1 Definition
2.2.2 Country of origin effect
2.2.3 The Stereotype Content Model
2.3 Destination image
2.3.1 Definition
2.3.2 The effect of COO on a tourist destination image
2.3.3 The development and formation of destination image
2.3.4 The cognitive, affective and conative models
2.3.5 Marketing of a tourist destination
2.3.6 Research hypotheses
CHAPTER Ⅲ. RESEARCH DESIGN AND METHODOLOGY
3.1 Measurement and analysis of results
3.2 Research method
3.3 The sample
3.4 The measuring instrument
3.5 Analysis of Data
CHAPTER Ⅳ. EMPIRICAL FINDINGS
4.1. Moroccan tourism in general
4.1.1 Description of Moroccan tourism
4.1.2 Moroccan tourism in numbers
4.2. Data analysis and presentation
4.2.1 Demographic information of respondents
4.2.2 Travel experience in Morocco
4.2.3 Open-ended question
4.2.4 Measuring the cognitive component
4.2.5 Measuring the affective component
4.2.6 Measuring the conative component
Chapter Ⅵ: Conclusions and Recommendations
6.1 Conclusion
6.2 Recommendations
6.3 Future research
References
APPENDIX A
APPENDIX B
本文编号：2975065
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