重大事件对举办地旅游形象的影响——2010上海世博会为例

Study on the impact of mega-event on tourism image of host site: A case study of 2010 Shanghai Expo

通过调研数据分析处理,建立重大事件对举办地旅游形象影响的游客感知测量模型,分析差异规律,建构SEM模型探索游客感知对其行为影响关系。结果表明:①重大事件旅游形象影响的游客感知模型包括旅游便利影响、城市形象影响、城市功能影响、城市吸引影响等4个维度。②世博会对上海旅游形象影响的游客感知显著,不同群体感知强度差异明显,女性群体高于男性,已婚群体高于未婚,参观过世博会的群体高于未参观过的群体,本地游客(居民)感知高于外地游客。③世博会对上海旅游形象影响的游客感知呈现一定空间分异规律,在旅游便利和旅游吸引影响维度上,客源空间距离越远游客感知值越小;而在城市功能和城市形象影响维度上,客源距离越远游客感知越显著。④游客感知的4个维度中,旅游吸引影响维度对旅游者(居民)行为影响显著,其他维度影响不显著。开展重大事件对旅游地形象影响研究,对重大事件在我国的可持续发展具有理论与实践意义。

Based on the analysis of survey data, the tourists＇ perceptions measuring model of the mega-event impacts on tourism image have been identified, and through the analysis of the regular pattern of differences, the SEM was built to explore the relationship between tourists＇ perceptions and their behaviors. （1） The tourists＇ perceptions model of the mega-event impacts on tourism image consists of four dimensions, namely, tourism facility impact, city image impact, city function impact and city tourism attraction impact. （2） Shanghai Expo exerts greater tourists＇ perceptions on Shanghai tourism image; different groups have different perception intensities： the perceptions of the female tourists are stronger than those of the male; the perceptions of the married group are stronger than those of the unmarried; the perceptions of those who visited Expo are stronger than those of those who did not go there; the perceptions of the local tourists （citizens） are stronger than those of the foreigners. （3） The tourists＇ perceptions of Shanghai Expo impacts on tourism image present certain spatial differentiation rule： in terms of tourism facility and city image impact dimensions, the greater the distance, the stronger perceptions the tourists have; while in the terms of city function and tourism attraction dimensions, the greater the distance, the lower perceptions the tourists have. （4） Among the four dimensions of tourists＇ perceptions, the city tourism attraction dimension has the strongest impact on the tourists＇ （citizens＇） behaviors while the other dimensions do not have an obvious impact. The study on the impacts of mega-event on tourism image of host sites will have significant theoretical and practical implications for the sustainable development of mega-event tourism in China.