2008年奥运会后北京作为旅游目的地形象的研究

Image of Beijing as Tourist Destination after 2008 Beijing Summer Olympic Games

旅游目的地形象被认为是影响选择一个城市作为旅游目的地以及市场营销的重要因素。许多城市和社区都致力于举办标志性事件以改善其旅游目的地的形象。北京作为一个旅游目的地一直被人们视为"东方古都"、"长城的故乡"或"文化之都"。本研究的目的在于探讨2008年北京奥运会之后最新的北京城市形象,试图确定其更新更积极的旅游目的地形象。本研究通过对在北京机场的176名入境游客进行问卷调查,采用定性和定量相结合的研究方法,提取7个可以很好表现北京城市形象的因子,同时调查研究的结果也显示受访者普遍认同北京良好的整体城市形象,而丰富的历史和文化遗产被认为是北京最有特色的城市形象。不过对于城市整体拥挤和繁忙的形象认知也很高。

Image is regarded as an important factor influencing in the selection of a city as tourism destination as well as in the field of marketing.Many cities and communities try to use hallmark events to improve image of destination.Beijing as a tourism destination is always regarded as the ＂oriental ancient capital＂,＂home of great wall＂ or ＂cultural capital＂.This research tries to examine the latest city image of Beijing after 2008 Beijing summer Olympic games,seeks to determine the new and more positive destination image after 2008 Beijing Olympic games.A sample of 176 inbound tourists was collected at the Beijing Airport departure hall.Seven factors that better represent the city image of Beijing are extracted by using factor analysis approach.The findings indicated an overall positive city image perceived by respondents.And rich history and heritage is considered as the most distinctive city image of Beijing.But the busy,hectic and crowded city images are also perceived.