旅游者对目的地感知形象影响因素分析.doc

旅游者对目的地感知形象影响因素分析 摘要 当今人们在选择旅游目的地的上，形象起到了非常重要的影响作用。旅游目的地的形象影响旅游者产生旅游动机并作出旅游决策，因此为了增强本研究的实际意义，本文将从旅游者的视角来探析旅游目的地感知形象的影响因素。本文在前人研究的基础上，分析提出旅游形象的形成因素会对旅游者对目的地的感知形象产生影响，将旅游目的地感知形象拆分为数十个旅游者易感知的因素，以旅游者对目的地旅游前和旅游后的感知形象为内容进行研究，并以网络问卷发放的方式进行抽样调查，也分析了旅游形象对旅游者的满意度的影响。研究结果说明了旅游目的地感知形象的形成因素对其起着显著影响作用，旅游地信息和游客先期经验以及旅客年龄、价值观、受教育程度等个人因素也会对目的地感知形象产生影响。最后结合研究结论从创新产品开发、加强目的地形象营销与推广等方面提出了旅游目的地形象提升和目的地快速健康发展的对策和建议，以期为旅游目的地的形象提升、形象传播以及发展起到一定的启示作用。 关键词：旅游目的地；感知形象；影响因素 An analysis of factors affecting tourists perception of destination image Abstract Nowadays, people play a very important role in the choice of tourist destination. The tourist image of tourism destination of tourism motivation and make travel decisions, so in order to enhance the practical significance of this study, the influence factors of the tourism destination image from the perspective of tourists. In this paper, on the basis of previous studies, the factors on the formation of the tourism image of tourist impact on destination image perception, will split the perceptive image of destination for dozens of tourist perceived factors, as a tourist destination of tourism image perception before and after traveling for research. And the network questionnaire survey, also analyzed the influence of tourism image of the tourist satisfaction. The research results show that the formation factors of tourism destination image has a significant effect on the individual factors, tourism information and tourist experience and advanced age, passenger value, education level will also affect the perception of destination image. Finally, based on the conclusion from the development of innovative products, strengthen the destination image marketing and promotion and other aspects of the tourism destination image and destination to enhance the rapid and healthy development of countermeasures and suggestions, in order to enlighten a promotion, for the image of tourism destination image communication and development. Key words: tourism dest