一种测量接收形象与投射形象一致性的新方法

A NEW METHOD TO MEASURE THE CONSISTENCY BETWEEN PERCEIVED AND PROJECTED DESTINATION IMAGE

正确测量旅游者接收形象与DMO投射形象的一致性是提升目的地形象营销效果的客观需要。采用演绎法探索测量接收-投射形象一致性的新方法,并应用大样本问卷调查数据进行验证。结论为:①用属性匹配度、维度匹配度和整体匹配度计算公式定量测评旅游者接收形象与DMO投射形象一致性是可行的;②属性匹配度计算旗帜图、维度匹配度计算扇形图和整体匹配度计算蜗牛图可帮助DMO直观准确认识目的地形象建设和形象营销中存在的问题和不足;③提高旅游目的地知名度和旅游者熟悉度是改善旅游目的地形象营销效果的关键,提升旅游服务质量和水平是改善旅游目的地市场认知形象的捷径。本研究为开展旅游形象市场营销效果测评提供了具有操作性的方法。

Tourists often choose a destination based on their image rather than the objective reality,and they are more willing to choose a destination with a good image.Therefore,the Destination Marketing Organization(DMO)makes every effort to establish a positive and attractive destination image in the minds of tourists.However,the image perceived by tourists may not be consistent with the image projected by DMO,and improving the consistency between perceived image and projected image is an objective need to improve the marketing effect of destination image.So,effectively measuring the consistency between projected and perceived destination images is very meaningful for destination image marketing.This paper uses deductive method to explore a new method to measure the consistency of the two from the cognitive image dimension,and uses the domestic tourist image data of Hangzhou and Xi'an obtained from a large sample questionnaire survey to conduct empirical research.The main conclusions are as follows:1)It is feasible to quantitatively evaluate the consistency between tourists'perceived image and DMO projected image using the calculation formulas of attribute matching degree,dimension matching degree,and overall matching degree;2)The flagshaped chart of attribute matching degree,the fan-shaped chart of dimension matching degree and the snailshaped chart of overall matching degree provide a visual method for DMO to accurately and intuitively grasp the market cognitive image of tourism destinations;3)The key to improve the marketing effect of tourist destination image is to improve the popularity of tourist destinations and the familiarity of tourists and the shortcut to improve the market cognitive image of tourist destinations is to improve the quality and level of tourism services;4)From 2014 to 2015,the tourism destination cognitive image matching degree of Hangzhou was higher than that of Xi'an,and the tourism image marketing effect of Hangzhou was better.