三亚体育旅游目的地形象调查研究

发布时间：2018-06-03 08:15

本文选题：三亚 + 体育旅游　；参考：《海南师范大学》2013年硕士论文

【摘要】：旅游业作为当今世界第一大产业，在社会经济发展中起着举足轻重的作用。而旅游目的地形象是吸引游客最关键的因素之一，它不仅影响游客对目的地的主观感知，还影响他们随后的行动及目的地决策。体育旅游是旅游的重要组成部分。目前，全海南省体育旅游、体育消费的年收入占到了年旅游收入总数的10%。体育旅游的发展离不开国家政策的支持。2009年12月，《国务院关于推进海南国际旅游岛建设发展的若干意见》正式印发，标志着海南国际旅游岛建设上升为国家战略。三亚是海南旅游业的重中之重，对三亚体育旅游目的地形象进行调查研究，，符合三亚社会经济发展需要。本文采用文献资料法、专家访谈法、实地考察法、问卷调查法与数理统计法等方法进行调查研究。全文共分为六章。第一章为引言部分，主要阐述本文的研究背景、研究目的与意义、研究对象与方法、研究的理论基础。第二章为文献综述，主要对体育旅游、旅游目的地、目的地营销、目的地形象等领域的相关研究进行综述。第三章为三亚旅游目的地形象分析，主要对其知名度、美誉度、认可度进行分析。第四章为三亚体育旅游目的地形象分析，主要结合其旅游目的地形象进行对比分析。第五章为三亚体育旅游信息获取渠道及项目选择分析。第六章为结论与建议。研究结论：三亚旅游知名度极高，美誉度、认可度较高。可以认为三亚作为旅游目的地名声在外，具有良好的口碑，且是旅游热点，旅游者选择可能性极高。三亚体育旅游知名度较低，但美誉度、认可度较高。通过对比分析，可以认为三亚作为体育旅游目的地，仍需提高知名度。三亚体育旅游目的地满意度分析显示，旅游者对体育旅游资源、饮食条件、住宿条件、交通条件、舆论宣传等方面比较满意，而体育旅游基础设施、体育旅游专业工作人员水平、其他一般性工作人员服务质量、安全保障措施、消费物价水平等方面则需要改进提高。三亚体育旅游信息获取渠道以网络和电视、报纸、杂志等传统媒体为主。三亚体育旅游项目选择以潜水、游泳等水上项目及高尔夫球为主。研究建议：在体育旅游的形象建设方面，设立专门的标识和口号。在体育旅游信息传播方面，充分利用网络平台，进行宣传推广。在体育旅游资源开发方面，加大对水上体育旅游项目的开发和投入。在体育旅游软硬件建设方面，加强体育旅游基础设施建设，确保安全保障措施到位，提高专业工作人员水平。
[Abstract]:Tourism, as the largest industry in the world, plays an important role in the development of social economy. The image of tourist destination is one of the most important factors to attract tourists. It not only affects the subjective perception of the destination, but also affects their subsequent actions and destination decisions. Sports tourism is an important part of tourism. At present, Hainan Province sports tourism, sports consumption of annual income accounted for 10 percent of the total tourism income. The development of sports tourism can not be separated from the support of national policies. In December 2009, several opinions of the State Council on promoting the construction and development of Hainan International Tourism Island were officially issued, which marked the rise of Hainan International Tourism Island construction as a national strategy. Sanya is the most important part of Hainan's tourism industry. The investigation and research on the image of Sanya's sports tourism destination meet the needs of Sanya's social and economic development. In this paper, the methods of literature, expert interview, field investigation, questionnaire survey and mathematical statistics are used to investigate and study. The full text is divided into six chapters. The first chapter is the introduction, which mainly describes the research background, research purpose and significance, research objects and methods, and the theoretical basis of the research. The second chapter is a literature review, mainly on sports tourism, tourism destination, destination marketing, destination image and other related research. The third chapter is the image analysis of Sanya tourist destination, which mainly analyzes its popularity, reputation and recognition. The fourth chapter is Sanya sports tourism destination image analysis, mainly combined with its tourism destination image to carry on the contrast analysis. The fifth chapter is the analysis of the channel and project selection of sports tourism information in Sanya. The sixth chapter is the conclusion and recommendation. Research conclusion: Sanya tourism is very famous, reputation, recognition is high. It can be considered that Sanya has a good reputation as a tourist destination, and is a tourist hot spot, and tourists are highly likely to choose. Sanya sports tourism reputation is low, but reputation, recognition is high. Through comparative analysis, it can be concluded that Sanya, as a sports tourism destination, still needs to improve its popularity. Sanya sports tourism destination satisfaction analysis shows that tourists are satisfied with sports tourism resources, dietary conditions, accommodation conditions, traffic conditions, public opinion and propaganda, and sports tourism infrastructure, The professional staff level of sports tourism, other general staff service quality, safety and security measures, consumer price level and other aspects need to be improved. Sanya sports tourism information access channels to network and television, newspapers, magazines and other traditional media. Sanya sports tourism events to diving, swimming and other water sports and golf. Research suggestion: in the sports tourism image construction aspect, establishes the special logo and the slogan. In sports tourism information dissemination, make full use of the network platform, publicity and promotion. In the development of sports tourism resources, increase the water sports tourism project development and investment. In the construction of sports tourism hardware and software, we should strengthen the construction of sports tourism infrastructure, ensure the safety and security measures in place, and improve the level of professional staff.
【学位授予单位】：海南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G812.7;F592.7

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