桂林乡村旅游形象感知影响因素研究

发布时间：2018-06-26 11:08

本文选题：乡村旅游 + 旅游地形象　；参考：《广西师范大学》2013年硕士论文

【摘要】：旅游地形象作为时代发展和旅游发展的产物,不但影响着目的地的市场竞争力,而且是目的地管理、营销的关键。桂林旅游资源丰富,自古享有“山水甲天下”之美誉,是中国乃至世界重要的旅游目的地城市之一,典型的喀斯特地貌和丹霞地貌赋予桂林“山青、水秀、洞奇、石美”的山水风光,多少数民族聚居给予桂林浓郁的民族文化风情。对于桂林这样一个已经推出自己形象的旅游地来说,整体旅游形象已经在一定程度上获得旅游者认可,如何在后形象时期,针对旅游地形象感知的反馈进行形象管理、营销,是本文要研究的重点。本文以桂林乡村旅游地为研究对象,在文献资料回顾的基础上,结合桂林乡村旅游地实际情况,分别对潜在游客和实地游客设计调查问卷。潜在游客问卷包括个人基本资料和游客行为感知两个部分,实地游客问卷包括三个部分的内容：游客基本资料、游客行为特征、形象感知影响因素。首先运用描述性统计分析方法对桂林乡村旅游者的人口学特征、行为特征进行分析,结果显示：桂林乡村旅游者主要集中在20岁左右到35岁的青年人群,其中大学生群体所占比例较大,其次是专业文教科技人员、企事业单位管理人员和公务员,月收入水平集中在1000-2999元,高收入游客比例较低；多数游客选择亲友结伴出游,个人旅行的游客比例较高,达到23.1%,出游目的主要是为了接近大自然、缓解压力、体验乡村生活；多达47%的游客通过亲友介绍途径了解桂林乡村旅游,其次是网络；在桂林乡村旅游地的选择上,多数游客还是推荐知名度较高的龙胜、阳朔、资源三地,比较偏好田园风光类、民俗、民族风情类旅游地。游客对桂林乡村旅游地整体印象评价良好。对于旅游者形象感知影响因素采取了因子分析方法,共提取景观质量设计、安全、观赏性、设施,服务质量专业化程度、本地气息度、舒适度,感知评价满足度、好感度三个方面九个因子,结果表明：桂林乡村旅游者在景观质量方面首先关注旅游线路设计问题,其次是安全性、景区的观赏性,相对比较不重视景区旅游设施情况,主要因为桂林乡村旅游发展已经比较成熟,基础设施基本满足游客需求；服务质量方面,对服务人员的专业化程度要求较高,然后是本地气息程度和舒适度；感知评价方面主要是游客的满足度,其次是好感度,主要因为好感度是决定游客是否会重游本地、或者是否向别人推荐本地,但不能成为感知评价的主要原因。最后,根据分析反馈结果,首先按照CIS理论,从形象定位、形象设计与传播方面对桂林乡村旅游地进行形象构建；其次,根据市场细分理论对桂林乡村旅游市场进行细分,提出桂林乡村旅游地要加强营销意识,针对不同旅游者的旅游诉求制定营销策划方案,寻找在旅游地形象中旅游者比较重视、且不太满意的管理盲区,从旅游地形象构建、服务管理、管理营销方面提出有效的建议,为旅游地赢得较高的重游率和潜在市场中的良好口碑。
[Abstract]:The tourist destination image, as the product of the development of the times and the development of tourism, not only affects the market competitiveness of the destination, but also is the key to the management and marketing of the destination. The Guilin is rich in tourism resources and enjoys the reputation of "the mountain and water in the world" from ancient times. It is one of the most important tourist destinations in China and the world, the typical Karst landform and Dan. The landscape gives Guilin the landscape of "mountain green, water show, cave and stone beauty". Many ethnic groups live together to give Guilin a strong national culture. For a tourist place which has already launched its own image of Guilin, the overall tourist image has been recognized by tourists to a certain extent, and how to aim at tourism in the post image period. The key of this paper is the feedback of image perception, image management and marketing.
On the basis of the literature review and the actual situation of the tourist sites in the Guilin, this paper takes the rural tourist sites of Guilin as the research object. The questionnaire of the potential tourists and the tourists on the ground is designed respectively. The questionnaire of potential tourists includes two parts of the personal basic data and the perception of tourist behavior, and the content of the field tourist questionnaire includes three parts: The basic information of tourists, tourist behavior characteristics and image perception influence factors. First, the descriptive statistical analysis method is used to analyze the demographic characteristics and behavioral characteristics of Guilin rural tourists. The results show that the Guilin rural tourists are mainly concentrated in the young people aged from 20 to 35 years old, among which the proportion of college students is large. The second is the professional cultural and educational personnel, the managers and the civil servants in enterprises and institutions, the monthly income level is 1000-2999 yuan, the proportion of high income tourists is low; most tourists choose relatives and friends to travel, the proportion of tourists is higher, reaching 23.1%. The purpose of the trip is to close to the nature, relieve the pressure and experience the country life. As many as 47% tourists know the rural tourism of Guilin through the introduction of relatives and friends, followed by the network; in the choice of the Guilin rural tourist sites, most tourists also recommend the high known Longsheng, Yangshuo, and resources, which prefer the pastoral scenery, folklore and national customs. Tourists' overall impression evaluation on Guilin rural tourism Good.
The factor analysis method is adopted for the factors of tourist image perception, which extracts the landscape quality design, safety, ornamentality, facilities, service quality specialization, local flavor, comfort, perception evaluation satisfaction, and the degree of good feeling in three aspects. The results show that Guilin rural tourists pay attention to the landscape quality first. The following is the design of tourist routes, followed by the safety, the ornamentality of the scenic spots, relatively little attention to the tourist facilities of the scenic spots, mainly because the development of the rural tourism in Guilin has been relatively mature, and the infrastructure basically meets the needs of the tourists; the quality of service requires a higher degree of specialization for the service personnel, and then the degree of local atmosphere and the degree of local atmosphere. Comfort degree; perception evaluation is mainly the satisfaction degree of tourists, followed by the degree of good feeling, mainly because the degree of good feeling is to determine whether visitors will revisit the local, or whether to recommend local to others, but can not be the main reason for perception evaluation.
Finally, according to the analysis of the feedback results, first of all, according to the CIS theory, from the image positioning, image design and dissemination of Guilin rural tourism destination image construction; secondly, according to the market segmentation theory to subdivide the Guilin rural tourism market, proposed Guilin rural tourism areas should strengthen marketing awareness, in view of the tourist demands of different tourists. In order to find out effective suggestions from the image construction of the tourist sites, service management and management marketing, the marketing planning scheme is made to find the blind area which is not too satisfied with the tourists in the tourist destination image. It will win a higher revisit rate and a good reputation in the potential market.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

【参考文献】