基于游客感知的东兴屏峰雨林公园旅游形象建设研究

发布时间：2018-08-20 16:12

【摘要】：体验经济的时代,一种以亲近自然、冒险犯难、挑战自我为主题的新型特种旅游项目——漂流旅游备受人们青睐。漂流运动是一种有惊无险、游客直接参与式的水上户外运动,漂流旅游作为特种体育旅游活动也是一项与自然环境交融的自助旅游活动,是介于探险旅游与生态旅游之间的专项旅游活动。随着越来越多的漂流景区开发建设,漂流旅游已经达到了空前的热潮。鉴于此,本文以防城港市漂流景区的形象建设为研究对象,运用顾客感知价值理论、旅游目的地形象系统(TDIS)理论、心理与行为学理论、营销传播学理论等相关理论基础,立足于本地实际发展和资源状况,对案例研究对象——东兴屏峰雨林公园进行实地调研,通过访谈和问卷调查获取游客感知的第一手资料,以期对防城港市的漂流景区旅游形象建设提供建议,促进景区乃至全市旅游的发展。本文先对国内外的旅游形象和游客感知进行综述,并介绍了相关的概念和理论基础。接着,针对东兴屏峰雨林公园的实证分析,对游玩景区并参与了漂流活动的游客进行问卷调查,然后将收集到的数据运用数理统计的方法进行分析,得出游客对景区旅游形象的感知因子的关注程度,由高到低分别是人文和管理的感知、环境和安全的感知、基础游览服务的感知、相关游览服务的感知。最后,对东兴屏峰雨林公园进行形象定位,根据TDIS理论提出旅游形象的设计对策以及传播推广手段,增强景区的吸引力和竞争力,也为其他类似景区的建设发展提供借鉴。
[Abstract]:In the era of experience economy, a new kind of special tourism project-drifting tourism, which is close to nature, takes risks and challenges oneself as the theme, is favored by people. Drifting movement is a kind of breathless outdoor sports, which is directly participated by tourists. As a special sports tourism activity, drifting tourism is also a self-help tourism activity that blends with the natural environment. Is between adventure tourism and ecological tourism between the special tourism activities. With the development and construction of more and more drifting scenic spots, drifting tourism has reached an unprecedented upsurge. In view of this, this paper takes the image construction of Fangchenggang drifting scenic spot as the research object, applies the theory of customer perceived value, the (TDIS) theory of tourist destination image system, the theory of psychology and behavior, the theory of marketing communication, and so on. Based on the local actual development and resource situation, the paper conducts field research on Dongxing Pingfeng Rainforest Park, a case study object, and obtains first-hand information of tourists' perception through interviews and questionnaires. It is expected to provide suggestions for the construction of tourist image of drifting scenic spots in Fangchenggang City and promote the development of tourism in the scenic spots and even the whole city. This paper first summarizes the tourism image and tourist perception at home and abroad, and introduces the related concepts and theoretical basis. Then, according to the empirical analysis of Dongxing Pingfeng Rainforest Park, a questionnaire survey was conducted to the tourists who visited the scenic spots and participated in the drifting activities, and then the collected data were analyzed by the method of mathematical statistics. From high to low are the perception of humanities and management, environment and security, the perception of basic tour services, the perception of related tourism services. Finally, the image positioning of Dongxing Pingfeng Rainforest Park is carried out. According to the theory of TDIS, the design countermeasures of tourism image and the means of dissemination and promotion are put forward to enhance the attraction and competitiveness of the scenic spot, and also provide reference for the construction and development of other similar scenic spots.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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