景区旅游标识系统的游客感知分析--以广东省为例

摘要

Based on sampling surveys of 570 samples with questionnaires in 13 scenic spots of Guangdong province, this research makes a detailed analysis of the tourist perception of tourism identification system. Some conclusions are drawn as follows: the identification system cannot meet the tourists’ needs, so the tourists are not satisfied with it; tourists have clear core elements demands and definite humanistic care needs to the identification system; tourists of different demographic characteristics have different perceptions to the identification system. As a result, some suggestions are proposed to improve the tourism identification system.%本研究通过对广东省13个景区的570名游客进行抽样调查，对旅游标识系统的游客感知相关问题进行了研究。结果表明：游客对景区旅游标识系统的需求大而整体满意度不高。游客不仅对旅游标识系统具有明确的核心要素需求，还有明确的人文关怀要求，且不同人口统计特征游客的旅游标识系统感知存在差异。值得注意的是，研究表明游客的“旅游标识系统满意度”与“景区满意度”显著正相关。据此，本研究进一步提出了景区旅游标识系统的改进建议。