基于游客感知的古城形象提升策略研究——以正定古城为例

Research on the Strategy of Improving the Image of Ancient City Based on Tourists'Perception——Taking Zhengding Ancient City as an Example

正定古城历史文化资源丰富,现阶段已经形成了较为成熟的旅游产品体系,但同时也存在商业化氛围重、客源市场局限等古城开发中面临的突出问题。本文以游客感知为切入点,运用文献分析法和问卷调查法通过数据整理,进一步了解对游客感知影响最大的因素依次为活动项目、纪念品、建筑景观、饮食;最后,深入剖析古城旅游形象提升参与者各方关系,并构建古城旅游形象提升模型,同时由于各因素对游客感知的影响权重不尽相同,又针对不同子因素提出了政府干预与市场调节同时进行,促进产业转型升级的针对性建议。

The ancient city of Zhengding is rich in historical and cultural resources.At present,it has formed a relatively mature tourism product system.However,there are also some major problems in the development of the ancient city,such as heavy commercial atmosphere and limited tourist market.Taking tourists'perception as the breakthrough point,this paper uses literature analysis and questionnaire survey to further understand that the factors that have the greatest infl uence on tourists'perception a re a ctivities,s ouvenirs,a rchitectural l andscape a nd d iet.Finally,t his p aper d eeply a nalyzes t he r elationship between participants in the promotion of ancient city tourism image,and constructs the model of promotion of ancient city tourism image.Meanwhile,due to the different influence weights of various factors on tourists'perception,it also puts forward some targeted suggestions for government intervention and market regulation simultaneously to promote industrial transformation and upgrading.