本文選題：鄉(xiāng)村旅游 + 旅游地形象��； 參考：《廣西師范大學(xué)》2013年碩士論文

【摘要】：旅游地形象作為時代發(fā)展和旅游發(fā)展的產(chǎn)物,不但影響著目的地的市場競爭力,而且是目的地管理、營銷的關(guān)鍵。桂林旅游資源豐富,自古享有“山水甲天下”之美譽,是中國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賦予桂林“山青、水秀、洞奇、石美”的山水風(fēng)光,多少數(shù)民族聚居給予桂林濃郁的民族文化風(fēng)情。對于桂林這樣一個已經(jīng)推出自己形象的旅游地來說,整體旅游形象已經(jīng)在一定程度上獲得旅游者認(rèn)可,如何在后形象時期,針對旅游地形象感知的反饋進行形象管理、營銷,是本文要研究的重點。 本文以桂林鄉(xiāng)村旅游地為研究對象,在文獻資料回顧的基礎(chǔ)上,結(jié)合桂林鄉(xiāng)村旅游地實際情況,分別對潛在游客和實地游客設(shè)計調(diào)查問卷。潛在游客問卷包括個人基本資料和游客行為感知兩個部分,實地游客問卷包括三個部分的內(nèi)容：游客基本資料、游客行為特征、形象感知影響因素。首先運用描述性統(tǒng)計分析方法對桂林鄉(xiāng)村旅游者的人口學(xué)特征、行為特征進行分析,結(jié)果顯示：桂林鄉(xiāng)村旅游者主要集中在20歲左右到35歲的青年人群,其中大學(xué)生群體所占比例較大,其次是專業(yè)文教科技人員、企事業(yè)單位管理人員和公務(wù)員,月收入水平集中在1000-2999元,高收入游客比例較低；多數(shù)游客選擇親友結(jié)伴出游,個人旅行的游客比例較高,達到23.1%,出游目的主要是為了接近大自然、緩解壓力、體驗鄉(xiāng)村生活；多達47%的游客通過親友介紹途徑了解桂林鄉(xiāng)村旅游,其次是網(wǎng)絡(luò)；在桂林鄉(xiāng)村旅游地的選擇上,多數(shù)游客還是推薦知名度較高的龍勝、陽朔、資源三地,比較偏好田園風(fēng)光類、民俗、民族風(fēng)情類旅游地。游客對桂林鄉(xiāng)村旅游地整體印象評價良好。 對于旅游者形象感知影響因素采取了因子分析方法,共提取景觀質(zhì)量設(shè)計、安全、觀賞性、設(shè)施,服務(wù)質(zhì)量專業(yè)化程度、本地氣息度、舒適度,感知評價滿足度、好感度三個方面九個因子,結(jié)果表明：桂林鄉(xiāng)村旅游者在景觀質(zhì)量方面首先關(guān)注旅游線路設(shè)計問題,其次是安全性、景區(qū)的觀賞性,相對比較不重視景區(qū)旅游設(shè)施情況,主要因為桂林鄉(xiāng)村旅游發(fā)展已經(jīng)比較成熟,基礎(chǔ)設(shè)施基本滿足游客需求；服務(wù)質(zhì)量方面,對服務(wù)人員的專業(yè)化程度要求較高,然后是本地氣息程度和舒適度；感知評價方面主要是游客的滿足度,其次是好感度,主要因為好感度是決定游客是否會重游本地、或者是否向別人推薦本地,但不能成為感知評價的主要原因。 最后,根據(jù)分析反饋結(jié)果,首先按照CIS理論,從形象定位、形象設(shè)計與傳播方面對桂林鄉(xiāng)村旅游地進行形象構(gòu)建；其次,根據(jù)市場細(xì)分理論對桂林鄉(xiāng)村旅游市場進行細(xì)分,提出桂林鄉(xiāng)村旅游地要加強營銷意識,針對不同旅游者的旅游訴求制定營銷策劃方案,尋找在旅游地形象中旅游者比較重視、且不太滿意的管理盲區(qū),從旅游地形象構(gòu)建、服務(wù)管理、管理營銷方面提出有效的建議,為旅游地贏得較高的重游率和潛在市場中的良好口碑。
[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.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7

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