国家旅游形象测量工具及其应用

Measurement Tool of National Tourism Image and Its' Application

国家旅游形象是影响国际游客选择目的地的重要因素,良好的国家旅游形象将显著提升国际游客的来访意愿及其旅游体验;因此,如何捕捉游客心智中的国家旅游形象成为重要的现实问题。基于现有文献,本文尝试构建国家旅游形象的圈层模型,识别出国家旅游形象的四个构成要素,分别是标志物层、体验载体层、认知形象层和情感形象层。借助该圈层模型,并以中国入境游客为例,探究中国国家旅游形象的现状,为塑造积极正面的中国旅游形象提出切实可行的指导建议。

National tourism image is an important factor which affects international tourists choosing destinations. Positive national tourism image will significantly enhance the international tourists＇ desire of visiting and their travel experience. Therefore, how to capture the national tourism image in minds of tourists becomes an important practical problem. Based on existing literature, this paper attempts to build the layers model of national tourism image, and identifies the four elements of the country＇s tourism image, which are markers layer, experience carrier layer, cognitive image layer and emotional image layer. With this layers model, taking international tourists＇ experience in China as example, this paper describe the China national tourism image and provides strategic recommendations for creating a positive China tourism image.