金秀大瑶山旅游形象研究

发布时间：2018-01-09 23:32

本文关键词：金秀大瑶山旅游形象研究　出处：《广西师范学院》2015年硕士论文　论文类型：学位论文

【摘要】：随着旅游形象在旅游地营销中的作用凸显,各大小旅游地都急于树立自己的旅游形象,宣称自己拥有独特的景观资源,然而许多旅游地的营销总达不到预期效果。究其原因,旅游地的形象得不到游客的认同,旅游者所感知到的形象与旅游地的宣传形象产生了认知偏差,形成了旅游形象的认知差异。从认知心理学的角度来看,这是旅游地管理者和旅游者对于旅游地的信息不同的感知结果。自Hunt博士以来,旅游形象的研究已成为了旅游学研究的重要领域,但只有少数研究意识到了旅游形象认知差异现象的存在,缺乏针对旅游形象差异管理的实证研究,特别是针对中小尺度下旅游形象如何进行差异管理,缺乏全面的、针对性的实证研究。因此,有必要展开中小尺度旅游形象差异管理的实证研究。文章从金秀大瑶山旅游形象构成要素入手,全面分析影响金秀大瑶山旅游形象的因素,包括了金秀大瑶山的地脉、文脉及旅游资源特色。运用历史与逻辑相统一的方法,在详细阐述金秀大瑶山旅游地的发展及旅游形象演变历程的过程中,发现其旅游形象与资源级别一直存在不匹配的问题,表现为资源等级高、特色明显而旅游形象知名度低、满意度不高。深入分析发现旅游产品是限制金秀大瑶山旅游形象传播的重要因素。通过运用问卷调查法,实地调查旅游对于金秀大瑶山旅游形象的感知状况,并详细分析金秀大瑶山旅游形象定位上存在的问题。通过调查分析发现,生态瑶都是金秀大瑶山旅游形象的总体定位,虽然该形象定位官方意志占主导地位,但从资源特色、旅游市场需求方面来看,是符合金秀大瑶山的旅游发展需求的,而旅游产品不匹配、旅游形象营销不足是造成金秀大瑶山旅游形象难以确立主要原因。文章依托旅游形象研究有关的的心理学和行为学、旅游地理学、市场营销学等理论,在阐述金秀大瑶山旅游形象的管理目标基础上,结合实地调查中所游客感知状况,提出促进金秀大瑶山旅游形象确立的对策,尝试解决金秀大瑶山旅游发展过程中所遇到的问题。
[Abstract]:With the prominent role of tourism image in tourism marketing, all the tourist destinations are eager to set up their own tourism image, claiming that they have unique landscape resources. However, the marketing of many tourist destinations can not achieve the desired results. The reason is that the image of the tourist destination is not recognized by the tourists, and the perceived image of the tourists and the publicity image of the tourist destination have a cognitive bias. From the perspective of cognitive psychology, this is the result of the different perception of tourist destination information between tourism managers and tourists. Since Dr Hunt. Tourism image research has become an important field of tourism research, but only a few studies are aware of the existence of cognitive differences in tourism image, and lack of empirical research on tourism image difference management. In particular, there is a lack of comprehensive and targeted empirical research on how to carry out differential management of tourism image in small and medium scale. It is necessary to carry out empirical research on the difference management of tourism image in small and medium scale. This paper starts with the elements of tourism image of Jinxiu Dayaoshan and analyzes the factors that affect the tourism image of Jinxiu Dayaoshan. Including the Jinxiu Dayao Mountain, including the geographical vein, context and tourism resources characteristics. Using the method of historical and logical unity, in detail elaborated the development of Jinxiu Dayaoshan tourist destination and the process of the evolution of tourism image. It is found that the tourism image and the resource level have been mismatched, showing that the resource level is high, the characteristics are obvious and the tourism image is not well known. Deep analysis found that tourism products is an important factor to limit the dissemination of tourism image of Jinxiu Dayaoshan. Through the use of questionnaire survey method, field investigation of tourism for the tourism image of Jinxiu Dayaoshan perception. Through the investigation and analysis, it is found that the ecological Yao is the overall positioning of the tourism image of Jinxiu Dayaoshan, although the official will of the image positioning is dominant. But from the resource characteristics, tourism market demand, is in line with the tourism development needs of Jinxiu Dayaoshan, and tourism products do not match. The lack of tourism image marketing is the main reason for the difficulty in establishing the tourism image of Jinxiu Dayaoshan. The article relies on the theories of psychology and behavior, tourism geography, marketing and so on. On the basis of explaining the management objectives of the tourism image of Jinxiu Dayaoshan, combined with the situation of tourists' perception in the field investigation, this paper puts forward the countermeasures to promote the establishment of the tourism image of Jinxiu Dayaoshan. Try to solve the Jinxiu Dayaoshan tourism development process encountered problems.
【学位授予单位】：广西师范学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7

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