国内区域旅游形象研究进展及启示

Research progress and enlightenment of domestic regional tourism image

区域旅游形象是提升旅游吸引力和扩大旅游市场的关键,对促进区域协调发展以及旅游经济增长具有重要意义。利用文献计量法、文献研究法和科学归纳法对国内区域旅游形象的核心概念与重要内涵进行了界定与解析,构建了区域旅游形象研究的理论框架,并进一步提炼了相关核心研究主题。研究发现:①国内区域旅游形象内涵包括空间尺度、影响因素、内部结构、构成维度以及利益相关主体五部分;②结合内涵搭建国内区域旅游形象研究理论框架,其中理论包括认知-情感理论、旅游形象关系理论、人地关系地域系统理论、CIS理论和5W传播模式理论;③主要研究主题包括区域旅游形象感知与影响因素、区域旅游形象的对比与借鉴、区域旅游形象定位与设计、区域旅游形象传播与推广。未来,相关工作者应拓展游客调查,全面掌握区域旅游发展现状,依据上层规划,做好区域旅游形象规划与开发,利用“传统+新兴”传播手段融合进行区域旅游地推广。

Regional tourism image is the key to enhance tourism attraction and expand tourism market,and is of great significance to promote regional coordinated development and tourism economic growth.This paper attempted to define and analyze the core concepts and important connotations of domestic regional tourism image by using the method of bibliometry,literature research and scientific induction,built a theoretical framework for the study of regional tourism image,and further refined relevant core research topics.The research findings were as follows:①The connotation of domestic regional tourism image included five parts:Spatial scale,interference elements,internal structure,constituent dimension and stakeholders.②This paper built a theoretical framework for domestic regional tourism image research based on its connotation,including cognition-emotion theory,tourism image relationship theory,man-earth relationship regional system theory,CIS theory,and 5W communication model theory.③Main research topics included regional tourism image perception and influencing factors,regional tourism image comparison and reference,regional tourism image positioning and design,regional tourism image dissemination and promotion.In the future,relevant workers should expand the tourist survey,comprehensively grasp the status quo of regional tourism development,do a good job of regional tourism image planning and development according to the upper level planning,and use the integration of“traditional+emerging”communication means to promote regional tourism destinations.