旅游目的地形象和竞争力提升研究——以云南丽江泸沽湖为例

The Analysis of Tourism Destination Image and Competitiveness A Case Study of Lugu Lake in Lijiang

目的地形象和竞争力直接影响着旅游动机、目的地选择和旅游决策。为进一步加深研究实际意义,深入了解旅游目的地形象和竞争力对旅游景区的重要意义,特别是目的地形象和竞争力调研的科学性、实用性和针对性,采用了市场调研和定性的研究方法,以丽江泸沽湖为研究载体,对泸沽湖景区进行实地调研,分析了影响泸沽湖景区旅游形象和竞争力的因素及其属性,并从文化、娱乐休闲、基础设施、消费等方面阐述并讨论了泸沽湖景区发展的建议和策略,进而提升景区的旅游形象和旅游竞争力水平。

Good tourism planning is essential to optimize the tourism benefits and minimize any problems that may be created.The tourism motivation,destination choice,and decision making of tourists are directly influenced by the image and competitiveness of destination.This study adopts qualitative and quantitative market research to improve the practical significance of the research and comprehensively understand the significance of image and competitiveness of tourism destination,especially focusing on scientificity,practicability,and pertinence.A case study is also conducted,in which data are collected through personal in-depth interview and primary data sources.A series of open-ended and semi-structured questions are designed and conducted to fully understand the motivations and objectives on creating desirable image and competitiveness of destination.A content analysis is carried out on the obtained data to determine the influential factors of good image and competitiveness of destination from the perspectives of tourists and tourism planners.The analysis can also help understand the planning methods and approaches that should be used in the destination.On the basis of the analysis,a conceptual framework is proposed to evaluate strategies and feasibilities at destinations.The framework comprises destination image,destination competitiveness,tourism planning,and core attributes that each component shares.Sample investigation is performed,and the influential factors and attributes of image and competitiveness of tourism at Lugu Lake,Lijiang are analyzed.Results obtained from the interviewees reveal that the image and competitiveness of the destination are affected mainly by cultural brand building,tourist experience,lack of tourist information within scenic spots,and too many commercial activities at the destination.Other tourism resources at the destination are considered to develop and being explored.These emerging issues should be addressed to achieve long-term successful tourism development at the destination.Suggestions and strategies of development are clarified and discussed from the culture,entertainment,infrastructure,and consumption aspects,among others.These proposals and approaches should be considered in the image construction and competitiveness enhancement of the Lugu Lake to enhance the image and competitiveness of this tourism destination.Specifically,the focus of development should be on the Mosuo culture protection and inheritance at Lugu Lake.The interactive activities should be increased and provided for tourists to improve the tourism infrastructure,enrich the tourism service products,and enhance the service levels.Apart from the aforementioned methods,the government should also control and decrease the over commercialization of buildings,protect sustainable environment,and intensify unified management and coordination.Considering the lack of research experience,the influential factors of image and competitiveness of the scenic area obtained in this study are limited;thus,relevant discussion should be conducted.The interviewees are mainly young;therefore,follow-up research should expand the age of interviewees.In-depth study and validation of the effect of scenic image and competitiveness of other comprehensive factors can be performed.