旅游目的地形象的群体差异研究——本地人、已游客和未游客的比较

Exploring Destination Image Differences among Locals,Tourists and Prospective Tourists

对比研究本地人、已游客和未游客三个群体心目中的旅游目的地形象,不仅能丰富和深化旅游目的地形象群体差异的研究内容,而且可为旅游市场细分和精准营销提供理论依据。本文基于一手数据,以西安为例,采用内容分析法、对应分析法和因子分析法等方法,借鉴景观生态学有关指数,分别对比研究本地人、已游客和未游客三个群体的刻板形象和认知形象。结果表明:(1)三个群体的刻板形象具有一致性,但刻板化程度不同。刻板形象的刻板化程度本地人最低,未游客最高,已游客介于二者之间。本地人除了通过旅游吸引物维度,还通过旅游环境维度和地方氛围维度建构刻板形象,其刻板形象最全面细致;已游客以旅游吸引物维度中的著名景点和地方美食为主建构刻板形象,其刻板形象较未游客更具体;未游客以目的地知名度更高的事物为主建构刻板形象,其刻板形象最单一。(2)三个群体的认知形象维度结构不尽相同,其中已游客与未游客的维度结构相同,已游客和未游客与本地人的维度结构都不同,核心吸引物、一般吸引物和旅游环境是三个群体共有的认知形象维度。(3)三个群体持有的西安旅游刻板形象和旅游认知形象均是积极正面的,刻板形象的刻板化程度均较高,对西安认知形象的评价本地人最好,未游客最差,已游客介于二者之间。最后,根据研究结论提出了实践建议。

Tourism destination image （TDI） is one of the most studied areas in tourism literatures, and studying on the destination image differences among different tourists groups is important to destination image marketing. To date, differences of TDI between locals and foreigners, or between tourists and prospective tourists, have been ex- plored respectively by many scholars. However, there is none literature exploring differences of TDI among locals, tourists and prospective tourists. Whether TDI of these three tourist groups exist any differences？ What differences of TDI among these three tourist groups are？ On account of these three tourist groups are different market segments for destination, it＇ s necessary to explore destination image differences among them. This research focuses on stereotypical image and cognitive image of locals, tourists and prospective tour- ists. Using first-hand data obtained from questionnaire and a case study of Xi＇an city, the sample size is 411,2520 and 2774 respectively, and the contents of questionnaire are including three parts, the first part is ＂What images or characteristics come to mind when you think of Xi＇ an as a vacation destination＂. The second part is about 30 muhi- attribute lists of Xi＇ an tourism using Likert five points scale. The last part is about demographics. Afterwards, this research using four methods for contrasting stereotypical image and cognitive image of locals, tourists and prospective tourists, including content analysis, three landscape indexes, correspondence analysis and factorial analysis. This re- search can not only enrich and deepen the research content of tourism destination image, but also can provide theory evidence for tourism market segmenting and accurate marketing. The conclusions show that： Firstly, stereotypical image of three groups are similar, but just vary in some de- tails. The top keywords describing stereotypical image of locals has the lowest proportion, while prospective tourists has the highest proportion, and the proportion of tourists is in the middle. Besides tourism attractions dimension, lo- cals also construct stereotypical image with tourism environment dimension and local atmosphere dimension, and the overall keywords about stereotypical image is most comprehensive and detailed. Tourists construct stereotypical im- age with famous scenic spots and local cuisine within the tourism attractions dimension, and the overall keywords a- bout stereotypical image is more specific than those of prospective tourists＇. Prospective tourists construct stereotyp- ical image with high-profile things of destination, and the overall keywords about stereotypical image is the most general among three groups. Secondly, the cognitive image dimension structure about destination attributes are not exactly the same. The cognitive image dimension structure of locals and foreigners are different, but the same with tourists and prospective tourists. The core attractions dimension, general attractions dimension and tourism environ- ment dimension are the three common cognitive image dimensions for three groups. Thirdly, the tourism stereotypi- cal image and tourism cognitive image on Xi＇ an city of the three groups are all positive and obverse, the evalua- tions on Xi＇ an tourism destination attributes of the locals are the best, and those of the prospective tourists are the worst. Finally, there are some suggestions on positioning, planning and marketing for developing Xi＇ an tourism indus- try. It＇ s necessary to distinguish locals and foreigners as different market segment, and putting forward different mar- keting strategies. It＇ s suggested that historical, cultural and local cuisine advantages should be highlighted in desti- nation image marketing of Xi＇ an. The tourism slogan of Xi＇ an should be adjusted appropriately for a more accurate positioning. At the same time, the traffic facilities, the tourism environment and the quality of tourism services should be improved in time.