云旅游背景下旅游形象感知研究——以西安为例

Research on Tourism Image Perception under the Background of Cloud Tourism--Taking Xi'an City as an Example

云旅游是在“互联网+旅游”发展背景下形成的一种“线上+线下”融合的机制,明确西安旅游感知形象,可以为其旅游形象的优化与调整提供科学依据。本文选取旅游城市西安,采用访谈和问卷调查的方法,对线上云游到线下旅游的253名游客进行调查。IPA法的结果显示:云旅游方式下,游客对西安整体的满意度较为不错。其中,夜生活状况和待客方式是游客期望最高和最为关注的两个方面,而在景区服务态度、当地生活习惯、获取文化知识方面,游客的期望和感知差异较大,是引起游客不满的主要因素,属于焦点问题,应着重改善。

Cloud tourism is an"online+offline"integration mechanism formed under the background of the development of"Internet+tourism".Clarifying the perceived image of Xi'an tourism can provide a scientific basis for the optimization and adjustment of its tourism image.Selecting the tourist city of Xi’an,using the methods of interviews and questionnaire surveys to survey 253 tourists who travel online to offline travel.According to the results of the IPA method,the overall satisfaction of tourists with Xi’an is relatively good under the cloud tourism mode.Among them,nightlife conditions and hospitality are the two aspects that tourists expect the most and are most concerned about.In terms of service attitudes,local living habits,and cultural knowledge acquisition,tourists'expectations and perceptions are quite different,which are the main reasons for tourists'dissatisfaction.They belong to the focus problem and should be improved.