基于后事件视角上海世博会形象影响认知研究

A Cognitive Study of the Image Impact of Shanghai Expo from the Post-Event Perspective

通过对旅游者的问卷调查,研究旅游者对上海世博会形象影响认知。研究表明:上海世博会产生积极形象影响,提升和塑造了上海旅游形象,形成较好的形象认同,但存在认知模糊区;世博园和世博会的形象认知产生分离,旅游者去世博园达到一定次数后,对世博会出现一定的负面认知,期间以三次为界,会后以两次为界;世博会和世博园对旅游者的决策影响有限,没有成为决定性的影响因素;永久世博园和上海的相对形象地位缺乏优势,没有成为首选景点和首选目的地。

This paper is intended to study tourists＇ cognition of the image of Shanghai Expo. The results of a survey with questionnaire to some tourists show： Shanghai Expo produced a positive effect, improved the image of Shanghai as a tourist city, and helped form a good recognition among the tourists toward the city, but there still existed some fuzziness in tourists cognition tourists cognition of the Expo Park was separated from that of the Expo, and the Expo tended to leave them a negative impression after they had visited the park for certain times three times during the Expo period and two times after it~ both the Expo and the park had little influence on tourists decision making, and they did not become the key influencing factors~ the park and the city did not turn out to be the must-see scenic spots for the tourists.