乌鲁木齐市旅游形象定位的市场分析

Market analysis on positioning Urumqi City tourism image

采用问卷调查法对来乌鲁木齐市旅游的国内外游客进行客源市场分析,了解不同的旅游者对乌鲁木齐形象获取信息的途径差异；从不同的旅游者(年龄、性别、收入、文化、地域等因素)在游览乌市前(本底感知形象)后(实地感知形象)对形象描绘词的获选率,了解游客对鲁木齐市旅游形象认知的差异。基于客源市场调查和区域旅游资源特色分析的基础上,了解国内外游客对乌鲁木齐的形象认知现状和形象认知内容。将乌鲁木齐市总体形象定位为“古丝路神秘故城、今西域民族风情”,把“变化的乌鲁木齐、永远的民族家园”作为未来乌鲁木齐形象的最终目标。

Urumqi, the capital of Xinjiang, is the center of and a window to the West. Urumqi will be developed as the politics,economy, culture, technology, information modern international commercial city in the western region of China. The research of travel image will be significant to the development of Urumqi City. But, in fact, tourism of Urumqi city lacks of high value product of famous brand and travel image marking products which can hardly cause a sensation effect on tourism market and make deep impression to tourists; Although resources are abundant, the measures to the tourism development of Urumqi City are not effective enough to make the city travel image outstanding and taking the leading in all cities of Xinjiang. The paper conducted the market analyzes to the domestic and international visitors who come to Urumqi City by questionnaire investigation. In order to understand different travel image perception of different travelers （ age, gender, income, culture, region.., etc. factors）, the paper performed the market research on travel image of Urumqi City and focused on 3 aspects： one, investigating the means for visitors obtaining the information of Urumqi ; two, investigating the perception of the image of vistors before and after touring Urumqi city to find out the most widespread factors of Urumqi travel image; three, the scenic spots sorting by tourists can represent travel image of Urumqi of domestic and international travelers （ investigating the present image and image perception contents of Urumqi ）, which can provide information of means of different travelers obtaining tourism information for Urumqi city. On the base of market analysis and resources features, the paper analyzed present development conditions of travel resources, region image, modern city appearance, history, culture, and positioned travel image of Urumqi City. The travel image of Urumqi City should comprise the characteristics of ＂modernization＂, ＂commercization＂, ＂the Silk Road culture＂, ＂mystry＂ and ＂ethnic＂. Eventually, the paper subdivided the overall travel image of Urumqi city into three aspects and six travel image regions, and put forth the slogan for travel image of Urumqi City to the international and domestic market.