西安市旅游目的地旅游形象感知与评价研究

摘要

[目的]探讨旅游目的地形象测量的方法，并以西安市为例进行实证研究。[方法]运用非结构化和结构化方法设计调查问卷，运用 SPSS软件进行评价分析西安市旅游形象的感知特征与存在问题。[结果]西安的旅游形象显著表现为文物历史古迹氛围，以兵马俑、城墙、大雁塔、华清池等为主要载体，总体上呈积极性。旅游传播、旅游基础设施建设、旅游交通、旅游服务等方面对西安旅游形象的塑造具有一定的负面影响。[结论]游客对旅游资源评价高于景区评价，表明西安的旅游资源虽具有较高知名度，但缺乏形成强有力的核心竞争力和完整的旅游产业链，需要采取正确的营销策略以提高旅游者对西安的熟悉度，西安旅游景区的发展须要关注旅游者需求变化，注重新的旅游产品和项目开发，增强游者满意度。%[Objective] The aim was to explore the tourist destination image measure-ment method, and have an empirical study on Xi’an City. [Method] With combina-tion of non-structural and structured approach to design questionnaires, tourism im-age of Xi’an was explored using the SPSS software from both the qualitative and quantitative analyses. [Result] Xi’an tourism images serve a heritage historical mon-uments atmosphere with the Terracotta Warriors, City Wal , Big Wild Goose Pagoda, Huaqing Hot Springs, presenting a positive feeling among tourists in general. In the dissemination of travel, tourism infrastructure construction, tourism transportation, travel services have negative effects on the image of Xi’an tourism. [Conclusion] The evaluation on the tourism resources is highly spoken of by tourists than the scenic spot, indicating that despite high visibility of tourism resources in Xi ’an, it has not formed strong core competitiveness and a complete tourism industrial chain. It is necessary to take the right marketing strategies to enhance tourist familiarity to Xi ’ an. Tourists demands, therefore, should be wel considered in developing Xi ’an scenic spots and new tourism products and projects be focused on to improve tourists’ satisfaction.