旅游管理畢業(yè)論文-旅游感知形象研究綜述

1、旅游管理畢業(yè)論文-旅游感知形象研究綜述    1.1形象感知的因素Goodrich、Pearce、Phelps、Calantone、Echtner和Ritchie以及Milman和Pizam研究了旅游目的地感知形象的影響因素，論文發(fā)表認(rèn)為旅游感知形象與旅游者或潛在旅游者的行為動(dòng)機(jī)、旅游決策、服務(wù)質(zhì)量的感受以及滿意程度等因素存在密切關(guān)系11-16Mayo認(rèn)為旅游感知形象的影響因素主要體現(xiàn)在景色、氣候和等方面的差異17。Anderssen和Collberg也作了類似研究，發(fā)現(xiàn)目的地的感知形象存在8種屬性差異18。Goodrich則對(duì)旅游者關(guān)于旅游目的地感知和

2、判斷的相似性做了評(píng)估，發(fā)現(xiàn)旅游者選擇旅游目的地時(shí)，在娛樂(lè)和文化生活模式方面有相似性影響因素19。Po-Ju and Deborah在調(diào)查中發(fā)現(xiàn)，旅游目的地形象主要取決于旅游者或潛在旅游者的行為和人口等統(tǒng)計(jì)變量20。態(tài)度、行為和社會(huì)階層方面的文化差異，會(huì)影響旅游形象的感知21,22，在旅游目的地吸引下，在旅游客源國(guó)的影響下，不同文化背景、不同國(guó)家的旅游者會(huì)產(chǎn)生不同的旅游滿意度；收入較低和水平較低的旅游者、低層社會(huì)的旅游者、老年旅游者對(duì)旅游形象感知的期望較低，會(huì)認(rèn)為到國(guó)外度假是奢侈消費(fèi)，因而旅游滿意度較高。由于旅游決策歸因于目的地形象，國(guó)外許多研究者試圖解釋影響選擇目的地感知形象的因素，Cromp

3、ton的實(shí)證研究表明，不是所有的形象因素都會(huì)影響旅游決策23。旅游形象的感知屬性，可以通過(guò)感知的目的地之間的類似性，識(shí)別旅游目的地形象相對(duì)于其他目的地形象的優(yōu)勢(shì)與劣勢(shì)24-31。John認(rèn)為通過(guò)RG對(duì)旅游感知形象進(jìn)行評(píng)估，避免了其它方法所產(chǎn)生的固有偏見(jiàn)，使旅游感知形象更利于解釋旅游者或潛在旅游者各自特有的旅游環(huán)境結(jié)構(gòu)，更有可能成為決策的相關(guān)因素32。Dann、Crompton、Iso-A-hola、Uysal和Jurowski則根據(jù)推拉，認(rèn)為旅游者以及潛在旅游者的旅游動(dòng)機(jī)，從本質(zhì)上受制于旅游者對(duì)旅游目的地的感知形象，理解旅游者所感知的旅游目的地形象能夠有助于更好的研究旅游者以及潛在旅游者行為動(dòng)

4、機(jī)以及相關(guān)因素33-36。 1.2旅游形象感知的類型研究Gunn把旅游者或潛在旅游者形成的旅游感知形象概括為原生形象和誘導(dǎo)形象，原生形象指潛在旅游者還未到旅游目的地之前所形成旅游感知形象，而誘導(dǎo)形象則在旅游者實(shí)地旅游之后形成37。Fakeye和Crompton在此基礎(chǔ)上，進(jìn)一步把旅游者和潛在旅游者所形成的旅游感知形象概括為原生形象、誘導(dǎo)形象和混合形象38。Gartner在旅游感知形象形成過(guò)程的研究中，把旅游感知形象分為明顯誘導(dǎo)、隱藏誘導(dǎo)、自主原生等8個(gè)類型39。Gartner和Hunt在旅游感知形象變化的分析研究中指出，由原生形象和誘導(dǎo)形象構(gòu)成的混合形象，決定著旅游感知形象在非本地居民和旅游者

5、的變化40。Echtner和Ritchie為了構(gòu)建更為精確的旅游感知形象，衡量旅游者所形成的海外旅游目的地感知形象，分析了許多旅游目的地感知形象的類型特性，對(duì)旅游感知形象的評(píng)估起了很大作用41。Baloglu和Brinberg則提出了旅游形象情感模型，運(yùn)用了Russel等提出的情感環(huán)繞叢模型，由于旅游目的地的積極與消極形象的差異，旅游感知形象的情感模型可以作為旅游市場(chǎng)戰(zhàn)略定位手段42-46。Robert認(rèn)為旅游感知形象是心理預(yù)景，只有積極的旅游形象才能影響潛在旅游者，可以運(yùn)用分類法對(duì)旅游目的地積極的感知形象進(jìn)行分析47。只有當(dāng)積極的形象對(duì)旅游者的影響超過(guò)了消極形象的影響時(shí)，潛在的旅游者才會(huì)選擇

6、該旅游目的地48。由于旅游感知形象具有持續(xù)性，形象無(wú)論是積極的還是消極的，在一段時(shí)間內(nèi)一般不會(huì)改變49；實(shí)際上，旅游感知形象無(wú)論是積極的還是消極的，在形成旅游目的地因素改變后，仍可持續(xù)相當(dāng)時(shí)間；同時(shí)，由于潛在旅游者的體驗(yàn)經(jīng)歷、文化背景、地理緣源、對(duì)目的地的熟悉程度、以及對(duì)目的地的期望值不同，因而對(duì)目的地形象感知也會(huì)有所不同或改變。    1.3形象感知的行為模式Carmen等認(rèn)為大多數(shù)旅游者在旅行時(shí)，會(huì)選擇一個(gè)以上的旅游目的地，然而，對(duì)多目的地旅行的感知模式結(jié)構(gòu)研究仍相當(dāng)薄弱50。Lue、Crompton和Fesenmaier關(guān)于多目的地旅行的感知行為模

7、式研究，以及Lue、Crompton和Stewart對(duì)特定地區(qū)的多目的地旅行的感知行為模式的實(shí)驗(yàn)性研究，證實(shí)了許多因素與多目的地旅行的感知行為模式有關(guān)51,52。Seyhmus和Ken發(fā)現(xiàn)不同的旅游目的地形象，在旅游者和潛在旅游者中存在明顯差異53。盡管大量研究都認(rèn)為旅游形象的感知研究對(duì)旅游地形象起著重要作用，旅游感知形象著旅游行為選擇，但衡量旅游目的地的最主要特性仍需探討，研究旅游感知形象、預(yù)測(cè)旅游者旅游感知選擇行為模式仍需深入54-58。Joseph和Chenting在此基礎(chǔ)上，運(yùn)用消費(fèi)研究中的自我概念，解釋了旅游形象感知的行為基礎(chǔ)，建立了旅游目的地感知形象自我協(xié)調(diào)的綜合旅游行為模式59。

8、1.4旅游感知形象的營(yíng)銷管理研究旅游目的地的必須著眼于對(duì)潛在旅游者的有效促銷與引導(dǎo)，目的地管理應(yīng)為旅游目標(biāo)客源市場(chǎng)提供特殊、長(zhǎng)期、有效、有吸引力的旅游感知形象60,61。Kotler和Barich認(rèn)為旅游感知形象應(yīng)建立在旅游者對(duì)旅游產(chǎn)品和旅游服務(wù)的利益、價(jià)值的預(yù)先假設(shè)基礎(chǔ)之上62。Sheth,Newman,Gross建立了旅游感知形象的市場(chǎng)選擇消費(fèi)模型，包括功能、情感、認(rèn)知、環(huán)境等多維消費(fèi)營(yíng)銷管理的價(jià)值研究63。由于女性社會(huì)地位和出游率不斷提高64-67，Ercan and Sevil認(rèn)為旅游市場(chǎng)營(yíng)銷者、廣告宣傳者和旅游目的地促銷者，應(yīng)注意旅游營(yíng)銷中男性和女性的關(guān)系68。Butler根據(jù)游客需

9、求周期，認(rèn)為新型旅游目的地感知形象的市場(chǎng)營(yíng)銷可能會(huì)過(guò)度吸引游客，當(dāng)供給方需求的推動(dòng)力增加時(shí)，超過(guò)了目的地承載力的臨界線，旅游者就會(huì)不再選擇這個(gè)旅游目的地69。Gartner依據(jù)Gartner and Hunt的研究數(shù)據(jù)，運(yùn)用了多層面的尺度，以幫助市場(chǎng)營(yíng)銷者確定更為有效的旅游市場(chǎng)細(xì)分70。 在國(guó)際旅游市場(chǎng)競(jìng)爭(zhēng)中，旅游目的地營(yíng)銷不但要充分了解旅游者心目中的感知旅游形象，而且還要對(duì)競(jìng)爭(zhēng)對(duì)手的旅游目的地形象深入了解，目的地營(yíng)銷人員應(yīng)充分了解自身與競(jìng)爭(zhēng)者的長(zhǎng)處和短處，以便拓展旅游市場(chǎng)定位戰(zhàn)略71,72。旅游市場(chǎng)戰(zhàn)略定位是旅游者心目中對(duì)旅游目的地樹立與眾不同旅游形象的感知過(guò)程73-75。拓展旅游戰(zhàn)略定位包

10、括目標(biāo)客源市場(chǎng)中的目的地形象感知識(shí)別、旅游目的地感知形象的競(jìng)爭(zhēng)比較以及旅游目的地感知形象的需求和差異76-79。如果該目的地的形象感知特色不突出、營(yíng)銷管理不得力，旅游者的旅行選擇幾率將大大減少80。2國(guó)內(nèi)研究現(xiàn)狀綜述近年來(lái)，我國(guó)旅游學(xué)者在吸取了國(guó)外研究成果的基礎(chǔ)上，拓展了旅游形象感知的理論領(lǐng)域，特別對(duì)旅游形象設(shè)計(jì)的概念、內(nèi)涵和營(yíng)銷等方面做了很多的實(shí)證研究，取得了很大進(jìn)展。林炎提出了旅游形象設(shè)計(jì)是我國(guó)旅游城市面臨的新課題81；陳傳康在旅游形象設(shè)計(jì)的實(shí)踐中，提倡抓住地方文脈進(jìn)行形象設(shè)計(jì)導(dǎo)入，并將形象識(shí)別理念引入了旅游目的地形象策劃中82；保繼剛認(rèn)為旅游者感知的旅游形象受到感知距離和目的地的人文事象

11、等因素的影響83；王家駿認(rèn)為，如果旅游感知形象和旅游者的期望與偏好之間差異性越大，潛在旅游者選擇的可能性越小，而同一性越大，中選機(jī)率會(huì)增大84；吳必虎等則對(duì)居民的旅游目的地行為進(jìn)行了研究85；謝飛帆介紹了旅游形象地研究在西方的掘起86；張安等則提出了旅游感知形象的策劃設(shè)計(jì)、和旅游感知形象評(píng)價(jià)指標(biāo)體系，認(rèn)為形象感知策劃是多學(xué)科、多階段的系統(tǒng)工程87；屈海林、聶獻(xiàn)忠、谷明則分別以香港、上海、大連等城市為例，探討了都市旅游形象營(yíng)銷的思路88-90；李蕾蓄則系統(tǒng)地介紹了旅游地形象策略的理論與實(shí)踐91；王磊等從旅游主客體的角度，探討了實(shí)際發(fā)射性、傳播發(fā)射性、個(gè)體化、社會(huì)化等旅游目的地形象與旅游形象感知的

12、主客體關(guān)系92；宋章海從旅游者感知出發(fā)，探討了旅游目的地形象的可感知性與不可感知性，提出了正確運(yùn)用旅游形象要素進(jìn)行營(yíng)銷策劃的觀點(diǎn)93；謝朝武等則探討了旅游形象感知策劃的系統(tǒng)組織程序，提出了旅游形象策劃的參與型組織模式94。    3結(jié)論國(guó)外同類，從研究而言，主要集中在形象感知的因素、形象感知類型、形象感知行為模式、形象感知營(yíng)銷的研究等方面；從研究而言，不但有定性研究，而且有定量研究；從技術(shù)方法而言，不但有單因子，更有多因子分析，有的還運(yùn)用了GIS及SPSS等研究手段；從研究區(qū)域而言，不但有國(guó)內(nèi)旅游形象的感知研究，而且有跨國(guó)多目的地的旅游形象感知研究；從研

13、究結(jié)果而言，相當(dāng)?shù)难芯拷Y(jié)果依賴于市場(chǎng)抽樣調(diào)查數(shù)據(jù)，結(jié)果分析具有客觀性，主要為旅游營(yíng)銷管理提出市場(chǎng)定位戰(zhàn)略。國(guó)內(nèi)同類研究，從研究?jī)?nèi)容而言，主要是對(duì)區(qū)域性旅游目的地形象的策劃研究；從研究方法而言，大多是對(duì)旅游形象策劃的定性研究，對(duì)定量研究則處于起始階段；從研究區(qū)域而言，只局限于對(duì)國(guó)內(nèi)和區(qū)域性旅游形象的策劃及設(shè)計(jì)研究；從研究結(jié)果而言，相當(dāng)?shù)难芯砍晒菑膮^(qū)域性旅游市場(chǎng)開發(fā)，具有主觀性，主要為地方政府和的戰(zhàn)略提出建議及對(duì)策。1Goodall,B.How Tourists Choose ir Holidays:An Analytical FrameworkA.In Marketing in the Tou

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