基于目的地形象理论的旅游危机管理——以中国四川地震为例

Tourism Crisis Management Based on the Theory of Destination Image——A Case Study of Sichuan Earthquake,China

旅游危机管理作为旅游业减少破坏、保障安全和抵御风险的一种重要手段,日益成为旅游研究中的一项重要内容。2008年5月,中国汶川特大地震发生后,四川旅游业受到重创,同时救援和重建工作迅速展开。本文试从旅游者对危机事件感知的角度出发,阐述了旅游目的地形象的形成机制和影响路径模式。在旅游目的形象理论的基础上,总结四川地震灾害在发作期、延续期、痊愈期的不同影响,以及目的地采取的形象塑造和危机管理的相应措施。

Tourism crisis management, as an important means to reduce destruction, ensure safety and prevent risks, is increasingly becoming an important topic for tourism studies. In May, 2008, where great earthquake occurred in Wenchuan, China and tourism industry in Sichuan got severely frustrated. Meanwhile, rescue work and reconstruction measures were rapidly underway. The paper, from the perspective of tourists ＇ perception of crisis events, tries to expound the formation mechanism of tourism destination image and impact path model. Based on the theory of destination image, the paper summarizes different impact of periods of breakout, continuity and recovery during Sichuan earthquake disaster and corresponding measures adopted in the destination for image creation and crisis management.