旅游目的地投射形象与游客感知实证研究——以国家生态“双示范区”浙江丽水为例

The Perceived and Projected image of Tourist Destinations: An Empirical Case Study on Lishui

从旅游目的地投射形象与游客感知视角出发,以国家生态"双示范区"浙江丽水为例,通过对丽水旅游形象在游客中的感知进行因子分析,得到了游客对丽水的旅游形象感知与丽水区域形象总体较为一致,游客对丽水生态形象感知度较高,但其养生形象还需进一步加强投射的结论。同时,根据实证研究结论的启发,旅游目的地应持续稳定区域旅游定位形象、丰富与区域形象一致的产品体系、提升产品的品质等。

In this paper, the consistency between the perceived and projected images of tourist destinations is analyzed, based on the conditions of Lishui city of Zhejiang province, a state ecological protection and construction demonstration area of China and by factor analysis on the perceptions of the tourists. The results suggest that the tourists＇ perceived image of Lishui is, generally, rather consistent with the projected image of the region; tourists＇ awareness of the city as a destination with the best preserved ecology is relatively stronger, and the city still needs to strengthen the projection of its image as a destination for health preservation. Based on the study, some suggestions are put forward on the strategies for developing regional tourism image