旅游目的地形象测量的内容与工具研究

旅游目的地形象测量的内容包括两个方面,一是形成目的地形象认知成分的目的地属性,二是构成目的地形象感情成分的感情维度。基于认知属性和感情维度构建的量表是目的地形象主要的测量工具。认知属性的生成可以从研究人员和调查对象两个角度着手。文献回顾和对宣传材料的内容分析是调查人员确定目的地属性的两种方法,开放答案提取法和个人建构理论,是从调查对象角度入手生成属性的常用技术。另外,在使用结构性的测量工具之外,还可以尝试使用非结构性的测量方法,来对目的地的整体形象进行把握。

STUDY ON CONTENT AND INSTRUMENT OF DESTINATION IMAGE MEASUREMENT

Tourist Destination Image(TDI) is one of the core concepts of destination marketing.TDI can be used in market segmentation,positioning,and competition analysis.Measurement is an important branch of the conceptual framework of TDI.The data resulted from measurement are the base of theoretical research on TDI and marketing application.The content of measurement and the instruments used for it are both important to the quality of the result data.Based on the perception theory and attitude theory from consumer behavior,TDI is composed of cognitive component and affective component.The cognitive image is the tourists' belief(knowledge) about the destination.The affective image is the tourists' feeling about the destination.The former is based on the attributes of destination.The later comes from tourists' evaluation of destination.Some researches on affective image measurement have been done.But there are so many kinds of destinations,and each destination has its own attributes.So there is no standard scale to measure cognitive component of TDI..Besides structured techniques such as scale,some researchers suggest that unstructured techniques via open-ended question can be used successfully in TDI measurement.And someone has tried to use Visitor Employed Photography,another unstructured technique,to elicit TDI of a national historic site.