基于感知-认知因素的奥运会后北京旅游形象变化研究——以入境游客为例

Change of Tourism Images of Beijing after 2008 Beijing Olympics based on Cognitive and Perceptive Elements: A Case Study of Inbound Tourists

旅游目的地形象是展现旅游目的地的品牌的最好形式,是一种旅游市场开发可以持续享用的资源。本研究在综合分析国内外旅游目的地形象研究成果的基础上,以入境旅游者的旅游感知形象、旅游认知形象为内容,对奥运会举办前和举办后的北京旅游形象进行了动态比较的实证分析。通过旅游者旅游感知形象、旅游认知形象的数据分析发现:北京的旅游感知形象有5个因子,即现代型、时尚型、活力型、便利型、安定型;旅游认知形象有4个因子,即旅游品质、景色与方便性、魅力性、舒适环境。通过t-test检验发现入境游客对北京的旅游感知形象、旅游认知形象均高于奥运会举办前,并且旅游感知形象的变化大于旅游认知形象的变化。

Tourism destination image is not only the best presentation of its brand, but also a sustainable resource in the development of tourism market. Tourism destination image is tourists＇ attitude and conception, including tourists＇ beliefs, views and general impression of tourism destination, which is evaluated via tourists＇ cognition and perception. Holding domestic or international events can improve and upgrade the tourism destination image, so as to attract more tourists, and thus it can be a good way to promote sustainable development of tourism. In this paper, the importance of tourism destination image is emphasized. Based on domestic and international previous research, the change of tourism images of Beijing before and after 2008 Olympics is empirically compared and analyzed by researching tourist cognition and perception. The result shows that there are five factors（modern, fashion, dynamic, convenient and stable） in the cognitive image of Beijing and four factors（tourism quality, view and convenience, charm and comfortable environment） in its perceptive images. T-test found that inbound tourists＇ tourism cognitive and perceptive images post-Olympics are higher than the ones pre-Olympics; furthermore the change of tourists＇ tourism cognitive images is more significant than the change of tourist perceptive images. The main reasons of such differences represented the affection is explained as tourists＇evaluations to tourism destination and environment in the perceived quality; cognition is explained as tourists＇beliefs and knowledge to tourism destination on the material properties. That means the tourism affective image is mainly from tourists＇ own experience, and the tourism cognitive image is mainly from outside public opinion. Inbound tourists have a higher evaluation than pre-Olympics＇,and they think Beijing as a modern, fashion, dynamic, convenient, stable and safe city. After 2008 Olympics Beijing＇ s tourism image has gotten a new leap. Beijing as Chinese major inbound tourism city, under the background of inbound tourism＇ s fast development in China today, how to make well use of holding 2008 Olympics to maintain and improve much deeper tourism industry in China, we require the relevant organizations and governments＇ effective guidance and management. In the end, the study limitation and future study recommendations were discussed.