城市旅游形象感知的机理研究

A RESEARCH OF THE MECHANISM OF URBAN TOURISM IMAGE PERCEPTION

随着人们生活水平的提高,旅游更多地成为一种与人们心理、精神、审美、身份、地位、体面相关的特殊软性消费品。旅游体验的异地性、停留时间的短暂性决定了旅游者活动地域范围的狭小性,在旅游过程中,旅游者对城市旅游形象的感知不可能面面俱到。科学揭示旅游者城市旅游形象感知的机理,是确定城市旅游形象战略、选择城市旅游形象营销模式的基础和技术前提。

The mode and rule of tourism perception is the foundation and technical premise for city to choose tourism strategy and marketing model.The related mechanism is as follows.（1） Urban tourism image perception has the character of variety,multi-dimensional and overall-process.According to the nature of perception object,it can be divided into two parts which are image hardware and image software.（2） People＇s perception of space image relies on their feelings.According to the different perceptual senses,urban tourism image perception can be divided into visual,hearing,smell,taste,and touch image.（3） The city has complex characteristics,urban tourism image is closely linked to every aspect of the whole city,the trend of urban tourism image perception includes image advantage,image disadvantage,citizens＇ tendency,experts＇ tendency,special resources and comprehensive strength.（4） The perception perspective which tourists choose will limit its outlook,and also restricted the image of cognitive area.Among the various perspectives,look squarely,look awry,look down and look up is most common.（5） Urban tourism image is an aesthetic sense of mapping system,the value appeal of urban tourism image perception mainly embodied in the following points： aesthetic experience,mysterious yearning,symbol and sign,romantic pursuit,hooking up complex.（6） According to the perception of deep degree,urban tourism image perception can be divided into physiological perception layer,psychological perception layer and cheerful spirit layer.These three levels have a close relationship and its rational perception increase steadily.Urban tourism image perception as the core of urban tourism communication factors is the bridge and link of tourism development and tourists traveling experience.Its research importance is self-evident.Although domestic academic gives enough attention to urban tourism image theory for years,but based on the mechanism of urban tourism image perception to discuss specific issues are still limited.Therefore,this paper defines the object,type,tendencies,perspective,utility and depth of urban tourism image perception based on mechanism aspect.