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论文编号：	62
作者编号：	2120052017
上传时间：	2007/6/21 13:39:29
中文题目：	旅游目的地形象定位研究——以旅
英文题目：	A Study on Tourism Destination
指导老师：	李天元
中文关键字：	旅游目的地 形象定位 旅游城市
英文关键字：	Tourism destination ; Image po
中文摘要：	旅游形象已成为国内外旅游目的地研究的热点之一。众多研究表明，旅游形象对于旅游目的地的选择有着非常重要的影响，可以这么说，旅游地之间的竞争某种程度上可以认为是旅游形象的竞争。因此，如何树立富有特色和吸引力的旅游形象一直是旅游研究者最为关注的问题，而定位作为旅游目的地形象设计和推广的前提和核心，对其开展相关研究就显得更为重要和迫切。 本文在对国内外三十多年来有关旅游形象的研究进行综述的基础上，指出了国内外在旅游地形象研究方面的不同：从研究内容来看，国外更重视旅游地形象基础理论的研究，集中精力讨论旅游地形象的概念、组成成分、影响要素、形成的心理机制和形象测量等，国内则更注重对目的地形象定位、设计、开发、塑造及策划等的研究；从研究方法来看，国外形成了一套定性与定量相结合的方法，国内定性研究较多，定量研究还处于起步阶段；从研究结果来看，国外相当多的研究主要依赖于市场抽样调查数据，分析结果具有客观性，国内大部分研究从目的地规划和管理者的认知角度出发，较少考虑旅游者的偏好以及竞争者的状况，使得分析结果具有主观性。 针对国内旅游地形象研究中存在的上述问题，本文着眼于旅游目的地形象定位基础理论的研究。笔者首先介绍了旅游目的地形象定位的基本原理，然后在对目的地形象定位传统研究思路分析和评价的基础上，指出了其问题所在：定位时只考虑当地的资源特色，而较少考虑目标客源市场的旅游偏好，导致主观分析的“地方性”在旅游发展的实践中可能由于旅游形象突破口选择重点不突出、不到位而在旅游市场上出现一个巴掌拍不响的尴尬局面。接着，作者在总结前人研究成果的基础上提出了旅游目的地形象定位的影响要素：独特卖点、目标市场和周边竞争者，并结合旅游目的地形象的理想特点和可选择的定位方法，构建了旅游目的地形象定位的模式。 旅游目的地形象作为地方旅游发展的一种战略工具，实践性非常强，文章在最后以旅游城市为例，运用笔者所构建的旅游目的地形象定位模式，进行了天津城市旅游形象定位的实证研究。
英文摘要：	Tourism destination image has become one of the hot topics by many scholars both at home and aboard. Many studies have shown that tourism destination image has had a significant effect on tourists’choosing the destination(s), and it’s the key to attracting tourists.Maybe we can say that the competition among the destinations can be considered as the competition among the destination images,to a certain extent.Therefore,how to establish a unique and attractive tourism destination image has been the focus concerned by many tourist researchers.Image positioning,as the prerequisite and the core of image designing and promotioning,it has become even more important and urgent. Based on the studies about the tourism destimation image for more than 30 years,the author points out the differences between the researches at home and aboard:From the contents,scholars aboard have paid more attention to the theoretical basis of image,concentrated on discussing the concept,composition,impacting elements, psychological mechanism and measurment of the tourism image,while scholars expert on tourism management in our country have paid more attention to image positionging,designing,developing,shaping,and planning,and so on;From the methods,the former has formed a combination of qualitative and quantitative method,while the latter has more qualitative research,but quantitative research is still at the fledging stage;From the results,many studies aboard rely on the market survey data and the results of the analysis are objective,while most scholars at home have done researches from the cognitive perspective of the planners and administraters,considering less about the tourist preference and the competitive conditions,which makes the analysis of the results subjective. In view of the above problems existing in domestic researches on tourism destination image,this paper focuses on the theoretical basis of image positioning.The author introduces the basic principles of positioning the destination image, analyses and evaluates the traditional research ideas of image positoning,and points out its problems:It only considers the local resource characteristics,but pays less attention to the tourism preferences of the target market and the competition situation,which results in great deviation between the image as a tourist destination and the target image as a tourist source market perception.Then,the author puts forward the elements impacting image positioning on the basis of many former study results:unique special proposition,the target market and the neighboring competitors, takes the ideal features and the optional ways of image positioning into account,and gives a model of tourist destination image positioning. Tourism image,as a strategic tool of a tourism destination,is very strong in practicality. In this paper,the author applicates the image positioning mode to Tianjin’s city tourism image research.
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