区域旅游形象塑造中的人文要素分析——以黟县为例

doi:10.13249/j.cnki.sgs.2011.05.634

摘要/Abstract

摘要： 区域旅游形象是目的地核心吸引力,形象感知是影响旅游动机转化为旅游决策的关键因子。区域旅游形象构建过程中存在两个系统,一个是内生变量系统,一个是外生变量系统,目的地人文要素归属外生变量系统。目的地人文要素系统对旅游目的地认知形象、情感形象和最终形象均产生重要影响,影响机制为:① 信息来源影响形象感应;② 景区管理影响形象认知;③ 文化壁垒影响形象传播;④ 旅游服务影响形象记忆;⑤ 主客关系影响形象修正。

Abstract: The tourism destination image and perception is one of the hot points in research fields of tourism. The tourism image content is the most attractive point for destinations, and perceived tourism image is a key factor to convert travel motives to decision-making of tourism behavior. There are two systems in the process of regional tourism image building: one is endogenous variable system, and the other is exogenous variables system. Good humanistic factor is very important in the system of exogenous variables, which plays a key role in the process of destination image building including cognitive image, emotional image and overall image, and which has an important impact mechanism. 1) The source of information affects destination image perception. Tourists always response to the effective destination information, and tourism information range is wider, destination tourism image is more easy to be known. 2) The tourism destination management affects destination image recognition, the legal normative and regular management of tourism destination can make a good tourism image for all kinds of tourists, and a bad tourism management can bring a negative tourism image. 3) The cultural barriers affects destination image communication. Tourists have different cultural backgrounds compared with the local people, therefore, the image communication depended on how much cultural barriers existed in the process of travel. The mechanism of cultural barriers to tourism image building is to influence the spread of regional tourism image, if there is great cultural differences between tourists and hosts, the tourism cultural accessibility is small, culture spread and communication opportunity is less, the quality of experience will be not high; 4) The tourism services affect destination image memory. The comfortable tourism services improve the perception quality of tourism image and increase the revisit rate, instead, uncomfortable tourism services reduce the perception quality of destination tourism image. 5) The relationship between the host and tourist affects destination image modulation. A good relationship can optimize the destination tourism image, and a bad relationship can worsen primary destination tourism image.

中图分类号:

K901

姚治国, 赵黎明. 区域旅游形象塑造中的人文要素分析——以黟县为例[J]. 地理科学, 2011, 31(5): 634-640.

YAO Zhi-Guo, ZHAO Li-Ming. Human Factors’ Influence on the Process of Tourism Destination Image Building: A Case Study of Yi County[J]. SCIENTIA GEOGRAPHICA SINICA, 2011, 31(5): 634-640.

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