三个连续链的世博会旅游形象研究——以重庆市民对世博会感知为例

A Study of the Perceived Image of the World Expo:A Case of Chongqing Public

尽管国内对于旅游形象方面的研究不少,但缺乏对世博会旅游形象的探讨。文章以重庆市民为例从旅游形象三个连续链的角度探讨世博会的完整旅游形象。研究结果表明:重庆市民对世博会旅游形象的评价都是正面;在世博会的三个连续链整体形象方面,重庆市民认为"美食小吃"、"商机/贸易"、"嘈杂/人多""特色展品/各国珍宝"和"冷漠"也是世博会的形象,而这些在封闭式题项中没有出现。

Tourism image is the first step tourism marketing. On the basis of the literature in Chongqing evaluations of questions, the regarded as th of design of destination image, research of tourism image, this which plays an important role in paper takes a questionnaire survey to investigate the tourism image of World Expo. The major conclusions are summarized as follows： the Chongqing public about tourism image of the World Expo are positive. From the result of open-ended ＂gourmet snacks＂, ＂business ! trade＂, ＂ indifferent＂, ＂treasure＂and ＂noisy /more people＂ are also e image of the World Expo by Chongqing Public.