城市滨水旅游意象及其对旅游者选择意愿的影响研究——以南京、武汉、上海滨水区为例

Study on the Tourist Image of Urban Waterfront and Its Impact on Tourists' Intention for Choice——A Case Study of Waterfront in Nanjing,Wuhan and Shanghai

旅游意象不仅对旅游地建设有重要意义,而且还会影响到旅游者的选择意愿与选择行为。采用对应分析方法对南京、武汉和上海滨水区的26个意象属性进行了比较分析,并用Logit回归分析方法探讨了城市滨水旅游意象对旅游者选择意愿的影响。结果表明,3大滨水区在游客心目中的意象各不相同;游客对上海滨水区的意象属性认知最为强烈,武汉滨水区次之,南京滨水区最弱;除了安全卫生这个共同的意象因子外,影响上海、武汉与南京3大城市滨水区游客选择意愿的最主要意象因子分别是滨水区城市建设、旅游环境与人文资源。

Tourist image is of great significance to the development of tourist destinations and it can also affect tourists＇ for intention choice and their choosing behavior.Corresponding analysis method is applied to make a comparative analysis of 26 tourist image attributes of waterfront areas in Nangjing,Wuhan and Shanghai and Logstic regression analysis is used to discuss the impact of tourist image of urban waterfront on tourists＇ intention for choice.The result shows that tourist images of waterfront areas in these three cities differ from each other.Tourist image of waterfront area in Shanghai is the strongest,followed by Wuhan.The image of waterfront area in Nangjing is the weakest.Apart from the common image factors such as safety and sanitation,the main image factors that affect tourists＇ choice intention in the three cities are urban construction,tourist environment and humane resources respectively.