中山市游客旅游意象研究——基于广东省内游客的调查

Research on Zhongshan tourists' tourism image——From the respective of the survey of Cantonese tourists

文章选取广东省内旅游客源市场进行旅游认知意象的调研,对调研数据进行探索性因子分析并总结出省内游客旅游认知意象结构和特征。通过对旅游认知意象6个因子的重要性(权重)、满意度(均值得分)的综合考量,将基于省内游客的中山旅游认知意象提升策略归纳为:对旅游吸引物因子持暂不关注策略;对旅游商品因子持逐步改进策略;对旅游设施因子持重点改进策略;对旅游服务因子持暂不关注策略;对环境风貌因子持继续保持策略;对社会氛围因子持继续保持策略。

Based on the survey of Cantonese tourists'tourism cognitive image,this dissertation implements an exploratory factor analysis for the survey data of Cantonese tourists and summarizes the structure and characteristics of Cantonese tourists'tourism cognitive image towards Zhongshan city.After comprehensively considering the importance(weight)and satisfaction(mean scores)of these six factors,on the basis of Cantonese tourists'tourism cognitive image towards Zhongshan city,its upgrade strategies can be summed up as follows:paying no attention to the factor of Tourist Attraction and Tourism Service temporarily;gradually improving the factor of Tourist Commodities;placing emphasis on perfecting the determinant of Tourist Facilities;keeping a continuous concentration on Environmental Style and Feature as well as Social Atmosphere.From the above,on account of Cantonese tourists'tourism cognitive image towards Zhongshan city,the first priorities of upgrading tourism cognitive image are to focus on the improvement of tourist facilities and to increasingly improve the attractions and quality of tourist commodities.