旅游者对旅游目的地形象的感知行为研究——以丽江古城为例

A Study on Tourists' Perception in the Image of Tourist Destination:Take the Old Town of Lijiang as an Example

旅游目的地形象影响着旅游者的旅游动机和旅游决策,为了使研究更具有实际意义,本论文从游客的视觉研究旅游地形象的感知特征。文章采取市场调研法、统计分析法,以云南丽江古城为研究载体,以游客对丽江旅游前后的形象感知为研究内容,对丽江古城游客进行了抽样调查,分析了丽江古城旅游形象对游客出游的影响和选择,以及对游客的满意度、回游度和推荐度的影响。研究表明,丽江游客以休闲度假为主;影响丽江古城形象因素包括资源与环境、交通与氛围、住宿与餐饮、卫生与纪念品,它们不同程度地影响到游客满意度、回游度及推荐度,并且成正比关系;游客对丽江的资源与环境、旅游交通和旅游氛围的总体评价较好;对餐饮评价不高,没有达到预期想象。建议高度重视丽江古城的核心旅游价值保护,注重丽江古城的人文旅游资源和生态环境的保护,进一步完善丽江的旅游基础设施,持续创造良好的旅游氛围,丰富服务产品,提高基础服务品质。

As the images of tourist destination affected tourists＇ decision and their motivation,it is drawing increasing attention from tourism academia.Most studies concern this topic from a theoretical perspective and focus on the formation and construction of the image,while few are based on the tourist＇s perception to study the image of a tourism destination in practical.So this paper takes Lijiang in Yunnan Province,China,as a case to explore the image how influence the tourists in Lijiang.In order to study this topic in a practical way,it conducts a questionnaire survey.In the questionnaire survey,we explore how the image of Lijiang affects tourists＇ decisions,satisfaction,willingness to revisit and recommend.Also,the change of tourists＇ perception after visit is analyzed.After this research,it finds that most tourists travel in Lijiang for leisure.The tourism resources,environment,traffic,catering,hotels,sanitation and souvenir in Lijiang influence the perception of tourists and affect their decisions,satisfaction,willingness to revisit and recommend in the journey.And we find that most tourists have a crush on the resources,environment,traffic and tourism atmosphere but dissatisfaction of the catering in Lijiang.Suggestions according to the research are presented,in terms of the core cultural heritage protection,the natural and ecological environment protection,the improvement of tourism infrastructure,and providing more tourist products and improving the quality of basic service in Lijiang.