基于受众感知的旅游目的地形象构成要素分析——以北京为例

Analysis of tourism destination image constitute factor based on perception of audience——take Beijin as example

旅游目的地形象对提升城市的吸引力和竞争力有着重要的影响和作用。以北京城市为例,从受众感知的角度分析旅游目的地形象构成要素,并建立了相应的指标体系。通过调查问卷和统计分析方法对北京旅游目的地的主要构成要素进行实证分析。实证结果表明:北京旅游目的地形象的四构成要素"城市硬环境形象"、"城市软环境形象"、"旅游功能形象"和"旅游服务形象"对北京旅游目的地形象都有着显著地正相关关系;"旅游功能形象"对城市旅游形象的影响最明显,改善和提升"吃、住、行、游、购、娱"是提升城市旅游形象的有效措施。

Tourism destination image plays a big role to？enhance the city’s attractiveness and competitiveness.Taking Beijing City as an example,the tourismdestination image elements is analyzed from the tourist perspective,and index system is established.Main elements of tourism destination image are explored through empirical analysis by questionnaire method and statistical methods.Results shows the four elements of tourism destination image,namely ＂image of hard environment＂,＂image of soft environment＂,＂image of tourism function＂ and ＂image of tourism services＂ has a significant positive correlation with Beijing city tourism destination image,and ＂image of tourism function＂ is the most one.So improve and enhance the six elements of tourism such as catering,lodging,traveling,sightseeing,shopping and entertaining,isthe effective measure to promote the tourism destination image.