基于游客感知的上海都市空间旅游意象研究

The Study on Tourism Destination Image of the Metropolitan Space of Shanghai

旅游意象是游客心目中对城市的认知及其对外传播的主要载体,也是城市核心竞争力的组成部分,城市意象的自我表达与游客感知的一致性与差异性直接影响城市对外营销策略与城市旅游产品的开发。本文在综述旅游意象理论及实证研究进展的基础上,通过封闭式问卷调查法、认知地图法的结合对上海都市空间的旅游意象进行了要素分析、测量和评价,并探讨了旅游意象对旅游空间结构的影响,在创造上海的都市形象、提升上海都市空间价值方面具有现实意义。

It is discussed in the paper that the tourism destination image（TDI） is very important for tourism promotion and urban tourism product development. TDI is also the core of competitiveness among cites as the cognition of city and media of marketing. This paper discusses the concept, content, and the process factors of it, then studies TDI of the metropolitan space of Shanghai through questionnaires and cognitive map by using combination of qualitative and quantitative methods. This study will provide a strong basis to create the image of Shanghai and enhance the value of Shanghai urban spaces.