旅游目的地形象认知过程中的"先入为主"与"既成事实"效应研究--以银川沙湖与榆林红碱淖为例

旅游者对旅游目的地的形象认知是影响旅游活动的重要因素,对旅游目的地形象定位和市场营销策略的选择都具有重要的参考价值,逐渐成为旅游研究的新热点。本文选取了我国几个代表性的案例,逐步展开分析,提出若干个相应的假设,据此设计了调查问卷,在兰州、西安两地开展了抽样调查。本文应用国际通用的科学方法和规范模式对抽样调查结果进行分析,根据分析结果对旅游者对旅游目的地形象认知中的“先入为主”与“既成事实”效应进行了探讨,强调了旅游形象定位与市场营销中的先发优势。

THE RESEARCH ON THE PHENOMENA OF"FIRST IMPRESSIONS ARE STRONGEST"&"ACCOMPLISHED FACT" IN THE PROCESS OF THE TOURISM DESTINATION IMAGE APPERCEIVING--A Case Study of Sand-Lake of Yingchuan City and Hongjiannao Destination of Yulin City

The Tourism destination's image apperceiving,serves as an important influential fact of the tourist activity,is significant for both the image position of the destination and the selection of the marketing policy,and thus is becoming the hotspot of the tourism research.The article chose some representative examples of the Phenomena of"First Impressions Are Strongest"&"Accomplished Fact" in the Process of the Tourism Destination Image Apperceiving,and then made a deep analysis on this phenomena step by step.Based on this,the author designed the questionnaire,and developed a sample in Lanzhou and Xi'an.This article applied the internationally current scientific methods and rigorous mode in the analysis.Base on the analysis results,the article discussed on the phenomenon.The author made an emphasis on the anticipative advantage in the image position of the destination and the selection of the marketing policy,and got his own conclusion in the problem,to serve as reference for relative researching works.