入境游客视角下中国旅游形象的景区代言

发布时间：2018-05-29 09:16

本文选题：世界遗产类景区 + 中国旅游形象　；参考：《地理研究》2013年05期

【摘要】：从入境游客视角出发,选取10大世界遗产类景区为研究对象,根据问卷调查资料,通过多元对应分析和方差分析,考察了此类景区代言中国旅游形象的市场认可度,并探讨了景区代言目的地形象的可行性、影响因素和具体策略,最后提出了旅游目的地形象代言互动传播模型。研究结果显示:①入境游客对长城、兵马俑和故宫的代言认同度最高,颐和园、天坛次之,苏州园林、黄山、丽江古城、布达拉宫与莫高窟的代言认同度最低。②10大世界遗产类景区代言中国旅游形象的认同度基本与其知名度呈正相关关系。③代言认同度的文化类别分异特征较为明显,而各人口统计学特征变量仅对少数景区代言认同度具有显著影响。④在中国旅游形象的景区代言配适度考察方面,市场群体的文化类别是比人口统计学特征更为有效的鉴别因素。
[Abstract]:From the perspective of inbound tourists, 10 world heritage scenic spots are selected as the research objects. According to the questionnaire data, the market recognition of the Chinese tourism image of this kind of scenic spots is investigated by means of multiple correspondence analysis and variance analysis. It also discusses the feasibility, influencing factors and specific strategies of the destination image of scenic spots, and finally puts forward the interactive communication model of the image endorsement of tourist destination. The results show that the Great Wall, Terracotta Warriors and The Imperial Palace have the highest degree of endorsement among inbound tourists, followed by the Summer Palace, Temple of Heaven, Suzhou Gardens, Huangshan, and Lijiang. The endorsements of Potala Palace and Mogao Grottoes are the lowest. 210 World Heritage Scenic spots. The recognition degree of Chinese tourism image basically has a positive correlation with its popularity. 3. The cultural category differentiation characteristics of endorsement degree of Budapest Palace and Mogao Grottoes are obvious. Each demographic characteristic variable has significant influence on the degree of endorsement of a few scenic spots. The cultural categories of market groups are more effective than demographic characteristics.
【作者单位】：陕西师范大学旅游与环境学院;北京大学光华管理学院;
【基金】：国家自然科学基金项目(40901077,41271157) 国家旅游局规划项目(12TACK001) 教育部人文社科规划基金项目(10YJA790243) 陕西师范大学研究生培养创新基金项目(2012CXB006)
【分类号】：F592;F224

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