入境游客视角下中国旅游形象的景区代言

Scenic spot endorsement of China tourism image from the perspective of inbound tourists

从入境游客视角出发,选取10大世界遗产类景区为研究对象,根据问卷调查资料,通过多元对应分析和方差分析,考察了此类景区代言中国旅游形象的市场认可度,并探讨了景区代言目的地形象的可行性、影响因素和具体策略,最后提出了旅游目的地形象代言互动传播模型。研究结果显示:①入境游客对长城、兵马俑和故宫的代言认同度最高,颐和园、天坛次之,苏州园林、黄山、丽江古城、布达拉宫与莫高窟的代言认同度最低。②10大世界遗产类景区代言中国旅游形象的认同度基本与其知名度呈正相关关系。③代言认同度的文化类别分异特征较为明显,而各人口统计学特征变量仅对少数景区代言认同度具有显著影响。④在中国旅游形象的景区代言配适度考察方面,市场群体的文化类别是比人口统计学特征更为有效的鉴别因素。

From inbound tourists＇ perspective, the study selects 10 world heritage scenic spots as the research objects. According to survey data, this study, using multiple correspondence analysis and variance analysis, inspects market acceptance of such attractions＇ endorsement of China tourism image, （and） explores the feasibility, impact factors and specific strategies of scenic spot endorsement of the destination image, and finally proposes the interactive communication model of tourism destination image endorsement. The results show： （1） Inbound tourists have the highest endorsement recognition to the Great Wall, Terra-Cotta Warriors and the Forbidden City, the higher to the Summer Palace and Temple of Heaven, and the lowest to the Suzhou Gardens, Mount Huang, Old Town of Lijiang, Potala Palace and Mogao Grottoes. （2） The recognition degree of 10 world heritage scenic spots endorsement is correlated positively with the public awareness of these scenic spots. （3） The characteristic of cultural category differentiation of endorsement recognition degree is obvious, and the demographic characteristics variables have a significant impact only on few scenic spots. （4） In examining match-up of China tourism image scenic spot endorsement, cultural category of market groups is a more effective identifying factor than demographic characteristics.