旅游目的地形象形成过程研究——基于图式理论

Formation of Tourist Destination Image:A Study Based on Schema Theory

基于图式理论提出了两个与图式有关的模型,以说明在旅行前、旅行期间和旅行之后的形象形成过程。通过引用5大旅游目的地图式,即地方图式、大型活动图式、危机图式、自我图式、情感图式,用以描述由于新信息的吸收而不断修正的目的地形象形成过程,这些新信息会影响旅行前的目的地形象的形成。游客一旦到达目的地,由于感知状态的差异导致旅行后生成完全相同、适度变换以及极大改变等3种不同的目的地形象。

Based on the schema theory,this paper proposes two models which illustrate how the image of a destination is formed before,during and after a tour.By discussing the five schemas of a tourist destination-place schema,event schema,crisis schema,self-schema and emotion schema,it describes the formation process of constantly revised destination image due to the absorption of new information which affects the image formation before the tour.When tourists arrive at the destination,they will have different perceptions.Therefore,after the tour,the destination would present three images in the tourists’ mind:identical image,moderately transformed image,or greatly transformed image.