旅游目的地形象测量的理论与方法研究——以桂林阳朔为例-research on theories and methods of tourism destination image measurement - a case study of yangshuo in guilin.docx

广E宽大学硕士学üL论文旅#昨日的地形象测量量的现论与方法研究一一以桂林网朔为例本文i摄取桂林阳朔为实证检验旅游自的地形象王维测最模型及真实现技术。遇过文脉分析与产品谱分析测量阳朔实际形集;通过对网络搜索、目的蛐营销材料和旅游部门访谈的内窑分析确定发射形象:感知形象作为测蠢蠢点，采用结构法与非结构法相结合的游客问卷调蠢以及定量分析技术(描述性统计与因子分桥等〉加以明确，其中情感形象的测最为罔内酋次远用。三雄泪1最表明阳朔最显著的旅游形象为岩溶仙境，虚假天堂飞并总体上蛊积极形象。实iiE研究克分论证了旅游目的地形象王维测量模型及其操作技术的有效性，井起到良好的现IJ最示范作用。综合本文理论与方法研究，最烧得出以下结论:旅游目的地形象测量必须以形象构成要素、形成11皇和影响因素为依据:旅游目的地形象王维测量主模制是目的地形象测量的有效方式:文脉分析法和内窑分析法是自的地实际形象和发射形象测量的有效技术:结构法与非结构法相结合是感知形象测邃的最佳途径:媒体导向是影晌感知形象的主要在因素。关键词z旅游目的地形象(TDI)测最理论体系王维测最模型阳朔THEORETICALANDMETHODOLOGICALSTUDYONMEASURINGTOURISTDESTINATIANIMAGE:THECASEOFYANGSHUO，GUILINAbstractDespite伊Owinginterestandefforts，touristdestinationimage(fDI)s侃侃esinCbinabave州11been8ufferingfromtbeIackofreasonablemeasuringmodesandover-dependenceonplaceanalysis.Tbepurposeoftbestudyistofindasa伽factorywaytomeasuretouristde叫nationimage(TDI).Tberesearchlocusistwo-fold:supportingtbeori创andapplicablemethodologies.Firstly，basedoninsigbtsinωtbeωnceptualiza创onanddimensions，components，formationprocessofTDIandfactorsinfluencingit，tbestudyest踊blisbestheDandelionModelofTDIandtheConceptualFrameworkofTDIIromAMeasurementPerspective，whicbprovidea职IídelinetoTDImeasurement.Consequently，takingintoaccounttbestren萨bsandweaknesses01bothwestemandCbineseTDImeasuringmodes，tbestudydevelopsaTri.dimensionalModellorMeasuringTDI，whicharguesdestinationimagebeidentifiedtbroughsystematieexaminationandωmparisonoffaetimage，projeωedimageandpereeivedimage.Meanwhile，tberealizingtecbniquesforeacbmeasur哩mentdimensionarein伽嚣。nomy，henceenablethemodeltoreacbaprac创cableleveιThestudyadoptsYangshuoasaωsetotesttbeTri-dimensionalModelandtberelatedtecbniques.Factimageisidentifiedthroughplaceana川ysisandprodudseriωanalysis;projectedimageismeasuredusingcontentanalysistointemet加form础。n，promo伽Mmaterialsandtourismadministrationinterview.Astbecore01tbemeasurement，perceivedimageisexploredbyastructureιunstructuredquestionnairesurveyandtbesubsequentstatisticalprocedures(dωcriptivestatistiωandfadoranalysis).Tbetri-dimensionalmeasurementsbowstbattbeimage01Ya