旅游形象认知的时间顺序对旅游目的地形象认知的影响研究——以银川沙湖与榆林红碱淖为例

THE RESEARCH ON THE EFFECT THAT TIME SEQUENCE OF TOURISTS APPERCEIVING DESTINATION IMAGE HAS ON DESTINATION IMAGE APPERCEIVING OF TOURISTS——THE DESTINATION OF SAND-LAKEOF YINGCHUAN CITY AND HONGJIANNAO DESTINATION OF YULIN CITY AS AN EXAMPLE

旅游者对旅游目的地的形象认知是影响旅游活动的重要因素,对旅游目的地形象定位和市场营销策略的选择都具有重要的参考价值。许多因素对旅游目的地形象认知都产生影响,其中认知的时间特征对旅游目的地形象认知的影响是一个值得关注的新课题:旅游者对不同旅游目的地形象认知的先后顺序对旅游目的地形象认知是否产生影响以及这种影响的程度如何。文章以银川沙湖与榆林红碱淖为例,对旅游者对旅游目的地形象认知中的“先入为主”与“既成事实”效应进行了分析,初步证明旅游者对不同旅游目的地形象感知的先后顺序对旅游目的地形象认知产生影响,并针对案例景区的情况,强调了旅游形象定位与市场营销中的先发优势,提出了自己的观点。

The tourism destination＇s image apperceiving of tourists, serves as an important influential fact of the tourist activity, is significant for both the image position of the destination and the selection of the marketing policy, and thus is becoming the hotspot of the tourism research. There＇s many factors that have effect on the tourism destination image apperceiving of tourists, one of them is the time sequence that tourists apperceiving the destination image. It focus on the problem that whether there is effect that the time sequence of tourists apperceiving the destination image has on the tourism destination image apperceiving of tourists, and how much is it. The article proceeded with some representative examples of the phenomena of ＂first impressions are strongest＂ ＆ ＂accomplished fact＂ in the process of the tourism destination image apperceiving, and then made a deep analysis on this phenomena. This article argued that there do exist effect that the time sequence of tourists apperceiviag the destination image has on the tourism destination image apperceiving of tourists. The author also made an emphasis on the anticipative advantage in the image position of the destination and the selection of the marketing policy, and got his own conclusion in the problem.