居民感知视角下敦煌文博会对城市形象的影响研究

On the Impact of Dunhuang Cultural Expo on City Image from the Perspective of Residents’Perception

基于顾客感知价值理论,通过市场调查与文献归纳法,设计敦煌文博会对城市形象影响的感知因子,利用信度分析、因子分析法,综合分析了敦煌文博会对城市形象居民感知影响因子的强弱度,以及不同性别、年龄、文化程度居民对敦煌文博会影响的感知因子的差异性。研究结果显示,敦煌文博会对城市形象的居民感知影响因子的排序依次为文化的交流与传播、社会与经济发展、环境质量与环保意识。居民认为文博会举办对城市形象影响最大的是文化的交流与传播,从中可以看出文化在敦煌居民心中的重要地位。居民对敦煌文博会影响的感知因性别、年龄、文化程度等不同而存在差异。

Based on the theory of customer perceived value,we design the perception factor of the impact of Dun⁃huang Expo on the city image through market research and literature induction.The strength and weakness of the fac⁃tors influencing the perception of the residents of the city image of Dunhuang Expo were comprehensively analyzed us⁃ing reliability analysis and factor analysis.Besides,the differences in the perceived influencing factors of residents of different genders,ages,and cultural levels on the impact of the Dunhuang Cultural Expo were examined as well.The results show that the order of the factors influencing the perception of the Dunhuang Cultural Expo on the image of the city is as follows:cultural exchange and dissemination,social and cultural exchanges,economic development,envi⁃ronmental quality and environmental awareness.Residents believe that the greatest impact of the Expo on the city’s image is the exchange and dissemination of culture,which can be seen in the importance of culture for Dunhuang resi⁃dents.Residents’perceptions of the impact of the Dunhuang Expo vary by gender,age,and literacy.