南昌市旅游地意象分析

Analysis of the Image of Urban Tourist Destinations: A Case Study of Nanchang City

以城市旅游者为研究对象,采用问卷调查和意象草图绘制相结合的方法,从评估性意象和结构性意象两个方面对南昌市旅游地意象进行了实证分析,结果表明:南昌市的总体可意象程度较高,景点意象受知名度和美誊度的影响,城市环境意象则受旅游者期望值和满意度的影响;意象组成元素根据其重要性依次为标志、路径、区域、边界和节点,最主要的意象组织手段是标志、路径和区域;就要素的可意象性而言,标志和路径最高,区域和边界次之,节点最弱;对意象空间结构的分析发现,南昌市存在着以八一广场和滕王阁为中心的两大旅游核心区,其架构模式是以城市风貌和城市环境为感知背景,以核心景区为感知重点,以主干道为支撑,被边界所限定,不同类型的地物要素点缀其间的双"#"字型立体框架结构。

Image analysis is of great significance to the planning and development of tourist destinations. Taking tourists to urban areas as the research object, we employ two methods, cognitive mapping and questionnaire investigation to obtain data. Empirical analysis on the destination image of Nanchang City is conducted from two aspects, appraisal image and structure image, which are evaluated by tourists. The results indicate that the overall image level of Nanchang is high and good appraisal image is closely related to its fame and reputation. However, environment image of the city is mainly decided by the expectation and satisfaction level of the tourists. According to the research, the elements of tourism image include landmarks, roads, regions, borderlines and nodes, which are sequentially ranked in the light of significance. Landmarks, roads and regions constitute the uppermost organizational means of the image. In the perception of the image, landmarks and roads are the most important elements with regions and borderlines taking the second place, and nodes are placed at last. Analysis of the spatial structure image in Nanchang indicates that there are two core tourism districts, which are Bayi Square and Tengwang Pavilion. The spatial structure image is a framework which is set in the background of the feature and environment of Nanchang City, and place the perceptive emphasis on the core scenic areas. Taking the main roads as the supportive structure, the model is also restricted by boundary, and dotted with the solid structure of double ＂#＂ features among various types of ground-object elements.