扬州瘦西湖与杭州西湖旅游形象感知对比研究.docxVIP

摘 要 旅游形象是游客对旅游目的地各类要素的体验感知与情感评价的综合，旅游形象感知是旅游目的地的信息对游客影响的过程，因此旅游目的地的旅游资源开发是否到位、旅游设施和服务是否配置合理、游客对目的地是否满意等，均会在游客的游览过程中被其感知。而随着互联网的快速发展和普及，不少旅游目的地开始利用互联网传播旅游形象，游客在旅行结束后通过网络平台以网络游记和评论的方式分享自己的旅游体验，这些内容也成为了潜在游客出游决策的重要参考，因此通过游客分享的网络信息了解旅游目的地的形象具有一定的意义。 国内对旅游目的地形象的研究多集中于定性分析方面，定量研究文献较少，针对于同一旅游群体的旅游形象感知对比研究更是欠缺。笔者选取华东旅游圈内的两大知名景区，即扬州瘦西湖景区和杭州西湖景区作为对象，对二者进行旅游形象感知的对比研究，力求从定量分析角度，得出相对准确和科学的分析结果，为扬州瘦西湖景区的形象塑造提供参考意见，进而促进景区的旅游品牌建设。 关键词：旅游形象感知、瘦西湖、西湖、对比研究 Abstract Tourism is a combination of comprehensive the various factors of the tourist destination and the experience and sensation of emotional evaluation of it. Tourism image perception is the process of information impact of tourism destinations on tourists. Therefore, whether the development of tourism resources in the tourist destination is in place or not, whether the tourism facilities and services are reasonable or not and whether the tourists are satisfied with the destination or not will be perceived by the tourists consequently. the rapid development and popularization of the Internet, spread the image of tourism. the Internet is adopted by Tourists are able to share tourist destinations to their travel experiences by writing travel stories and reviews in the Internet platform. This content will become an important reference for the potential tourists to make travel decision. Therefore, it is meaningful to understand the image of tourism destination by the information shared by tourists on the Internet. Domestic researches on tourism destination image mainly focus on qualitative analysis, and there are few literatures on quantitative research, especially the comparative studies on tourism image perception of the same tourism group. The author selected above in two famous scenic area, east the west lake of Yangzhou and Hangzhou west lake scenic area as an object of scenic spots, tourist image perception of the comparative study, from the perspective of quantitative analysis, a relatively accurate and scientific ana