商务会展旅游者视角下广州城市形象分析评价

Evaluation of City Image Elements of Guangzhou Under the Perspective of Business Exhibition Travelers

作为中国对外贸易的窗口和国家门户城市,广州城市形象越来越受到重视。目前运用非结构测量方法从商务旅游者视角探求城市形象形成机理尚属首次。研究显示:访穗商务人士对广州旅游形象可以概括为9个维度属性,依次为环境、饮食、事件、交通、国际化、建筑、旅游、贸易、购物,商务旅游者比较满意的形象元素主要表现在饕餮美食、绿化好、花城、优美的景色、气候温暖、适宜居住,但对广州的交通拥挤、打车难、房价高、消费高、空气差、治安不好等环境形象要素比较不满。此外,通过利用事中问卷访谈数据与事后网络文本数据相结合研究城市形象发现,旅游者处于事件不同时段往往对同一对象做出不同评价。从旅游重要目标市场群体商务旅游者角度出发,运用同一事件不同阶段数据分析广州城市形象属性,为城市商务旅游和城市形象研究提供新的视角和研究方法。

As a window of China＇s foreign trade and the national gateway city,Guangzhou city image has gained more attention.Currently it is the first time with the use of non-structural measurements to explore the city image＇s mechanism under the perspective of business travelers.Study shows that：Guangzhou tourism image dimension attributes can be summarized as nine,followed by the environment,food,events,transportation,internationalization,construction,tourism,trade,shopping.Business travelers are satisfied with the image element which includes gluttonous gourmet,beautiful scenery,warm climate,suitable condition for living,but dissatisfied with traffic congestion in Guangzhou,busy taxi,high prices,high consumption,poor air,poor law and order and other environmental factors.In addition,by using the questionnaire combined with interview data and network text data afterwards,we found that tourists at different times make different assessment of the same object.From the important target group of business travelers market perspective,the use of data analysis at different stages of the same event in Guangzhou city image properties provides a new perspective and research method for the city＇s business tourism and city image research.