摘要
以北京奥运会后旅京欧美游客为例,选取142份样本,利用Spss16.0,对研究模型及假设进行证明。结果表明,北京奥运会的成功举办对旅游目的地形象改善有显著影响;通过对旅游目的地形象具体项目进行分析,可知北京奥运会的成功举办对旅游目的地形象中的"国内交通便利"、"干净环境"、"节日庆典活动独特"、"接近性好"等项目影响最大,其后顺序为"适合休息的舒适氛围"、"住宿设施合适"、"安全"等。最后对作为旅游目的地的北京城市营销提出建议,并指出了今后的研究思路和方向。
This study examines empirically how the mega-event such as 2008 Beijing Olympics contributes to the tourist destination image.In order to achieve this goal,142 European and American tourists were interviewed.The research model and hypotheses were proved by implementing t-test of Spss16.0.The results of the study indicate that the image of Beijing has been significantly improved by hosting 2008 Beijing Olympics.The suggestions for destination marketing and research implication are discussed.
出处
《地域研究与开发》
CSSCI
北大核心
2011年第2期110-112,118,共4页
Areal Research and Development
基金
北京市教育委员会社科计划重点项目(SZ201010017007)
