旅游目的地形象的测量与分析——以南京在华东区域内的比较性研究为例

发布时间：2018-12-19 19:04

【摘要】：旅游目的地形象对旅游者的目的地决策具有重要影响,因而关于其实际测量和分析的研究成为国内外旅游研究的重点内容之一。我国该领域研究虽然在开展市场调查和定量统计分析方面已取得长足进展,但仍存在研究视角和方法过于单一的突出局限。因此,本文将着眼点放在旅游者需求和区域内竞争对手这两个经常被忽视的要素上,将它们纳入研究设计之中,以南京为案例目的地,通过综合运用重要性—表现分析法(IPA)和对应分析法(CA)系统阐释了如何从这两个角度来测量和分析目的地形象的基本路径。研究识别了南京当前形象在满足旅游者需求上的优、劣势以及其独特的差异化优势属性,对其形象管理的资源配置和竞争性形象定位战略的开发具有重要启示。
[Abstract]:The image of tourist destination has an important influence on tourists' destination decision, so the research on its actual measurement and analysis has become one of the key contents of tourism research at home and abroad. Although great progress has been made in the field of market research and quantitative statistical analysis in China, there are still outstanding limitations that the research angle and method are too single. Therefore, this paper focuses on the tourist demand and regional competitors, which are often neglected elements, and brings them into the research design, taking Nanjing as the case destination. This paper explains how to measure and analyze the basic path of destination image from these two angles by synthetically applying the importance expression analysis method (IPA) and the correspondence analysis method (CA) system. The study identifies the advantages and disadvantages of Nanjing's current image in meeting the needs of tourists and its unique attributes of differentiation advantages. It has important implications for the allocation of resources in image management and the development of competitive image positioning strategy.
【作者单位】：东南大学人文学院旅游学系;
【基金】：江苏省教育厅高校哲学社会科学研究指导项目(2012SJD630064) 东南大学基本科研业务费人文社科基础扶持基金(创新基金)(SKCX20120019)
【分类号】：F592.7

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