旅游意象及决策研究——以中国消费者感知的米兰城市空间为例

Tourism Image and Decision Research:Case Study of Milan Urban Space Perceived by Chinese Consumers

旅游意象是城市重要竞争力的组成部分,是一个城市对外进行旅游宣传的主要载体及媒介工具,在现代旅游业中被认为决定着人们的旅游动机、决策和行为。文章在综述城市旅游目的地意象和ABC态度模型基础上,通过网络高频词搜索设计封闭式和开放式结合的调查,分析米兰的城市意象怎么影响中国消费者态度,总结概括出中国消费者对米兰都市空间的旅游意象形成过程,对中国消费者进行跨文化旅行具有现实的参考价值,为文化、旅游部门和旅行社等机构提供跨文化的营销参考。

Tourism imagery is a tourist’ subjective perception of a city from the perspective of personal perception. It is regarded as an important part of a city’s core competitiveness in modern tourism, and it is the main carrier and media tool of a city’s external tourism promotion. Based on an overview of image of the tourist destination and the ABC model of attitudes, this paper analyze how the image of the Milan affects the travel motivations, behaviors and decisions-making of Chinese travel consumers. Through the combination of closed questionnaire survey method,sorts out the tourism content, tourism routes and tourism elements of Milan, and summarizes the formation process of tourism image of Milan urban space. This survey will provide practical significance for Chinese cross-culture travel, meanwhile offers some theoretical references for the marketing decisions of the government, tourism management departments and travel agencies.