旅游目的地形象清晰度及测评方法——以西安为例

摘要

基于图像学理论进一步阐释了旅游目的地形象的内涵和形成过程,提出了旅游目的地形象清晰度概念,以及形象清晰度测评指标体系,并以老牌旅游城市西安为案例地,对不同群体旅游者心目中的西安旅游形象清晰度进行了测评.研究表明:(1)旅游目的地形象是旅游者通过视觉、听觉等感觉器官,主动或被动地接收旅游目的地各种旅游信息,并在大脑已有的认知水平下,对所获取的旅游信息进行组合、拼接以及评价形成的目的地心理认知"图像".(2)旅游者个体之间和群体之间均存在目的地形象清晰度差异.旅游者了解目的地的信息类型越多样、内容越丰富,目的地形象清晰度越高.反之,则清晰度越低.旅游目的地形象清晰度可划分为要素清晰度、维度清晰度和整体清晰度3种类型.(3)旅游目的地形象清晰度与O-D对距离有关.(4)旅游目的地形象清晰度可以用旅游目的地形象描述词汇的频率、多样性指数及词汇网络中心性指标等进行测评.%With the aid of the theory of image correlation,this paper further explains the connotation and formation process of tourism destination image.On this basis,we propose the concept of tourism destination image clarity, and establish measure index of image clarity.Then we take Xi'an,a traditional tourist city for case study,and measure the tourism image clarity of Xi'an among different groups.The main conclusions are as follows:(1) Tourism destination image is an"image"formed by information which is received by tourists through the visual, auditory and other sensory organs.Under the existing cognitive level of the brain,tourists splice,assemble and evaluate the destination information to form a destination image.(2)The destination image clarity means the degree of cognition to a tourism destination.If tourists know much information about the destination,then they perceive a high destination image clarity.The tourism destination image clarity can be divided into elements clarity,dimension clarity and overall clarity.(3)There are differences in tourism destination image clarity between different distance groups.(4)Frequency,diversity index,central indicators can be used to evaluate tourism destination image clarity.