熟悉度对旅游目的地形象影响研究——以泰山为例被引量：23

A Research on the Effects of Familiarity Index on Touism Destination Image:A Case Study of Mount Taishan

在线阅读下载PDF

导出

摘要旅游目的地形象是吸引旅游者的关键因素之一,而目的地形象受到旅游者对目的地熟悉程度的影响。对泰山的研究表明:就总体形象和情感形象而言,旅游者对泰山的熟悉度越高,则形象越积极;就认知形象而言,6个形象因子中有4个因子也呈现出同样的情况。因此,建议目的地管理者从增加目的地信息传播的渠道、力争提高口碑推荐度和重游率等方面采取措施来提高旅游者对目的地的熟悉度,以此提升旅游目的地形象。 The image of tourism destination is one of the key elements to attract tourists and it is influenced by the familiarity degree. This paper explores into the effects of familiarity index on destination image by taking Mount. Taishan as an example. The result shows that tourist＇ perceived image of Mount Taishan are diversified due to the familiarity level, and as for overall image and affective image,the higher the familiarity, the more positive the image, and about the six perceptual/cognitive factors ,four of them are found the same conclusion. The marketing implications were presented to increase information sources used and word-of-mouth recommendations and re-visit rate so as to enhance tourism destination image.

作者马明

机构地区泰山学院旅游与资源环境学院

出处《旅游科学》 CSSCI 2011年第2期30-38,共9页 Tourism Science

基金教育部人文社会科学研究规划基金项目<旅游地网络口碑传播机制实证研究与仿真模拟>(编号:10YJAZH056) 山东省软科学研究计划项目<基于品牌管理的山东省旅游形象绩效评估与提升研究>(编号:2009RKB439)

关键词旅游目的地形象旅游者熟悉度泰山 tourism destination image tourists familiarity index Mount Taishan

分类号 F592.7 [经济管理—旅游管理]

作者简介作者简介：马明（1967－），男，泰山学院旅游与资源环境学院副教授，南开大学商学院访问学者，主要研究方向为旅游地管理和旅游企业管理。

引文网络
相关文献

参考文献18

1Baloglu S.Image variations of Turkey by familiarity index:informational and experiential dimensions[J].Tourism Management,2001,22(2);127-133.
2Baloglu S,Brinberg D.Affective images of tourism destionations[J].Journal of Travel Research,1997,35(4):11-15.
3Baloglu S,McCleary K W.A model of destination image formation[J].Annals of Tourism Research 1999,26(4):868-897.
4Beerli A,Martin J D.Tourists' characteristics and the perceived image of tourist destinations:a quantitative analysis-a case study of Lanzarote Spain[J].Tourism Management,2004,25(5):623-636.
5Bign(e)J E,S(a)nchez M I,S(a)nchez J.Tourism image,evaluation variables and after purchase behavior:inter-relationship[J].Tourism Management,2001,22(6):607-616.
6Fakeye P C,Crompton J L.Image differences between prospective,first-time,and repeat visitors to the lower Rio Grande Valley[J].Journal of Travel Research,1991,30(2):10-16.
7Fridgen J D.Use of cognitive maps to determine perceived tourism region[J].Leisure Sciences,1987,9(2):101-117.
8Hu Y,Ritchie J R B.Measuring destination attractiveness:A contextual approach[J].Journal of Travel Research,1993,32(2):25-34.
9MacKay K J,Fesenmaier D R.Pictorial element of destination in image formation[J].Annals of Tourism Research,1997,24(3):537-565.
10Milman A,Pizam A.The role of awareness and familiarity with a destination:The Central Florida case[J].Journal of Travel Research,1995,33(3):21-27.