本文選題：文脈　切入點：游客感知形象　出處：《山西大學》2014年碩士論文　論文類型：學位論文

【摘要】：當前旅游市場上不斷涌現(xiàn)出各種新型的旅游類型,目的是能夠最大限度地吸引更多的潛在旅游者。旅游目的地形象的主要作用在于其對游客的吸引力。目的地形象塑造的成功與否直接決定了旅游者數(shù)量的多少和該旅游目的地的發(fā)展?jié)摿�。最近幾�?旅游市場改變了以往只推銷單一景區(qū)的情形,著重于塑造整體、綜合的旅游目的地形象。整體性的旅游目的地形象比單一的旅游景區(qū)形象會帶給游客更強的驅動力。旅游目的地形象既是旅游地文脈的集合和升華,也是旅游者所獲得的目的地感知形象；感知形象融入了旅游者自身的旅游經歷和情感體驗,體現(xiàn)了一定的市場性。運城市旅游資源類型豐富,數(shù)目眾多。近幾年運城市加大了對旅游的投入和建設,包括旅游景區(qū)的修繕、規(guī)劃和管理以及城市建設等各個方面,獲得了顯著的成效。但是,運城市的諸多劣勢仍然存在：譬如受到周圍城市“形象遮蔽”效應的延伸、旅游景區(qū)的宣傳太過集中且單一、游客在旅游項目中的參與度相對較低以及旅游城市建設有待完善等多個方面。本文以相關的旅游目的地形象理論為指導,運用Eviews軟件,結合運城市的文脈現(xiàn)狀和游客感知形象的調查數(shù)據(jù),對運城市的形象塑造分別從旅游人數(shù)、旅游宣傳媒介感知度、游客感知度、城市建設感知度四個維度進行相關性分析。通過相關性研究,對運城市的旅游形象塑造分別從“前景形象”、“背景形象”和前景形象與背景形象的互動與實現(xiàn)三個板塊提出相應的策略。“前景形象”塑造是基于“形象遮蔽”效應提出的,從參與度和體驗性等方面對旅游者最先接觸到的旅游景區(qū)形象進行塑造；旅游者對目的地形象的整體評價除“前景形象”之外,還要依賴旅游城市所營造的整體旅游環(huán)境,即“背景形象”,包括旅游節(jié)慶品牌、城市市容建設、城市地域文化以及城市居民的整體素質等等。從戰(zhàn)略的角度講,前景形象與背景形象的互動與實現(xiàn)還需要旅游住宿、旅游交通、旅游餐飲以及旅游商品的設計等環(huán)節(jié)的合作與協(xié)調；這些環(huán)節(jié)的良好溝通與配合不僅能提高旅游景區(qū)的美譽度,還可以加深旅游者對旅游目的地的印象。本文以運城市的文脈為立足點,運用相關性理論分析游客感知形象的調查數(shù)據(jù),遵循理論聯(lián)系實際的指導原則,提出了運城市旅游目的地形象塑造的相關建議；以期豐富運城市旅游目的地形象塑造的相關研究方法,并期望能對我國的旅游目的地形象塑造研究提供一定的參考價值。
[Abstract]:At present, various new types of tourism are emerging in the tourism market. The purpose is to attract more potential tourists to the maximum extent. The main function of tourist destination image is its attraction to tourists. The success of destination image directly determines the number of tourists. The potential of this tourist destination. In recent years, The tourism market has changed the way it used to sell only a single scenic spot, focusing on shaping the whole. Comprehensive tourism destination image. The overall tourism destination image will bring a stronger driving force than the single tourist destination image. The tourism destination image is not only the collection and sublimation of the tourist destination context, but also the tourism destination image. It is also the destination perception image of tourists, which integrates tourists' own tourism experience and emotional experience, and embodies a certain market. Yuncheng is rich in tourism resources. In recent years, Yuncheng has increased its investment and construction in tourism, including the renovation, planning and management of tourist attractions and urban construction, and has achieved remarkable results. Many disadvantages of Yuncheng still exist: for example, by the extension of the "image masking" effect of the surrounding cities, the publicity of tourist spots is too concentrated and single. The participation of tourists in tourism projects is relatively low and the construction of tourist cities needs to be improved. This paper is guided by the theory of tourism destination image and applies Eviews software. According to the current situation of Yuncheng and the survey data of tourists' perceived image, the image of Yuncheng is shaped by the number of tourists, the perception of tourism propaganda media, the perception of tourists, respectively. Correlation analysis of four dimensions of perception of urban construction. This paper puts forward corresponding strategies for the shaping of Yuncheng's tourism image from "foreground image", "background image" and interaction and realization of foreground image and background image. From the aspects of participation and experience, the image of tourist spots that tourists first come into contact with is molded. Besides "foreground image", tourists' overall evaluation of destination image also depends on the overall tourism environment created by tourist cities. That is, "background image", including tourism festival brand, city appearance construction, urban regional culture and the overall quality of urban residents, etc. From a strategic point of view, the interaction and realization of foreground image and background image also need tourist accommodation. Cooperation and coordination in such links as tourism transportation, tourism catering and the design of tourist commodities; good communication and cooperation in these links can not only enhance the reputation of tourist attractions, This paper, based on the context of Yuncheng City, analyzes the survey data of tourists' perceived image by using relevance theory, and follows the guiding principle of integrating theory with practice. This paper puts forward some suggestions on the image shaping of Yuncheng tourist destination, in order to enrich the relevant research methods of Yuncheng tourism destination image, and hope to provide some reference value for the study of tourism destination image shaping in our country.
【學位授予單位】：山西大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.6

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相關期刊論文 前1條

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本文編號：1580513