基于符号理论的河南省旅游形象感知研究

发布时间：2018-06-28 12:54

本文选题：旅游形象 + 符号　；参考：《重庆师范大学》2015年硕士论文

【摘要】：随着旅游业的不断发展,旅游客源市场竞争日趋白热化,而良好的旅游形象是旅游目的地提升自己核心竞争力的重要途径之一。旅游本底感知形象会影响旅游者的旅游决策,而旅游实地感知形象会影响旅游者的重游率和向别人推荐的意愿,因此,了解旅游者对旅游地的感知对旅游地形象的设计和提升有十分重要的意义。从符号学角度出发,结合旅游形象感知理论发现旅游地其实是由各种不同符号构成的集合,旅游者旅游的过程也是对旅游地各种符号的互动和解读的过程,旅游形象感知也是对旅游地不同符号的感知。本文结合符号学理论和旅游形象感知理论,以河南省为研究对象,运用调查问卷和SPSS分析的方法,统计出外省旅游者的样本特征,分析旅游者对河南省旅游形象本底符号和实地符号的感知情况,同时分析个人因素和刺激因素对旅游者本底感知和实地感知的影响和差异,得出河南省旅游形象符号的感知结论,并为改善和提升河南省旅游形象提供了借鉴意义。通过调研分析得出,第一,旅游者对河南省旅游形象本底符号感知比较有限,主要是在旅游资源符号,对地标、标语和其他文化符号知之甚少,而且资源文化符号也集中在武术文化、古都文化和花卉文化,对其他文化符号感知度低。第二,在实地符号感知方面,旅游者感知集中在旅游资源符号,具体而言,旅游景区资源、旅游景区环境满意度高,食宿交通等基础设施和娱乐购物活动满意度低。第三,旅游者对河南省旅游形象本底感知和实地感知整体上吻合,但具体差异很大。第四,社会人口学特征影响旅游形象符号感知,突出表现为客源地、年龄、学历、收入。第五,心理因素和刺激因素引导旅游形象符号感知。
[Abstract]:With the continuous development of tourism, the competition of tourist market is becoming more and more intense, and a good tourism image is one of the important ways for tourism destination to enhance its core competitiveness. The tourism background perception image will influence the tourists' tourism decision, while the tourism field perception image will affect the tourists' revisiting rate and the willingness to recommend to others. Understanding tourists' perception of tourist destination is very important to the design and promotion of tourist destination image. From the perspective of semiotics, combined with the theory of tourism image perception, it is found that tourist destination is actually a collection of different symbols, and the process of tourist tourism is also a process of interaction and interpretation of various symbols of tourist destination. Tourism image perception is also the perception of different symbols in tourist destination. Based on the semiotic theory and tourism image perception theory, this paper, taking Henan Province as the research object, uses the methods of questionnaire and SPSS analysis to calculate the sample characteristics of the tourists from other provinces. This paper analyzes tourists' perception of background symbols and field symbols of tourist image in Henan Province, and analyzes the influence and difference of personal factors and stimulating factors on tourists' background perception and field perception. The conclusion of Henan Province tourism image symbol is obtained, and it provides a reference for improving and promoting Henan province tourism image. Through investigation and analysis, it is concluded that, first, tourists' perception of the background symbols of Henan tourism image is relatively limited, mainly in the tourism resource symbols, landmarks, slogans and other cultural symbols know very little. Moreover, the symbol of resource culture is also concentrated in martial arts culture, ancient capital culture and flower culture, and the perception of other cultural symbols is low. Secondly, in the field of symbol perception, tourists' perception focuses on tourism resource symbols. In particular, tourism resources, scenic spots environment satisfaction is high, food, accommodation, transportation and other infrastructure and entertainment and shopping activities satisfaction is low. Thirdly, tourists' background perception and field perception of Henan tourism image are consistent, but the concrete difference is very big. Fourth, the characteristics of social demography affect the perception of tourism image symbols, which are mainly reflected in tourist origin, age, educational background and income. Fifth, psychological factors and stimulating factors guide tourism image symbol perception.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7

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