旅游行为意象图相关问题探讨

为了促进意象图在旅游中的理论及应用研究，分析了旅游行为意象图的相关概念，探讨了不同旅游时段的旅游行为意象图的形成过程；总结了旅游行为意永图的个性与共性，动态性与主观性、不完整性与不确定性，可操作性等特点；并以西安市旅游意象为实例，分析了旅游行为意象圈构成要素和认知内容，认为旅游行为意象图对旅游行为的发生、旅游资源的评价、旅游规划和旅游行为空间的合理表达都有积极的作用。

STUDY ON CORRELATIVE QUESTIONS ABOUT MENTAL MAP OF TOURISM BEHAVIOR

Mental map is a virtual map,studying mental map is important. Firstly,environment map is the basis of forming mental map. The evaluation process of environment map is a process of motive-producing and decision-making,which can guide personal space behavior to coming into view. Secondly,mental map is built on the feelings of individuals or groups directly or indirectly,expresses that we get acknowledge of environment in the form of picture or image,can be used to evaluate the importance of environmental factors and characteristic quality. Thirdly,any geographical environment takes shape through some certain political,economic,social and cultural characteristics. With the feeling channel,everyone assimilates political,social,economic and cultural value into impression of surrounding environment and forms cognition. Thus,it is a research on environment image in many areas.To promote mental map applied and researched in the tourism,the article analyzes connotation of tourism behavior,consideres that mental map of tourism can be divided into tourism image map and tourism schemata map. Tourism image map mainly reflects the characteristics of the entity;tourism schemata map is mainly the spatial distribution of expression. Then,the article discusses formation of mental map of tourism behavior and analyzes the tourism image map's features in different times,Tourism mental map of behavior is a kind about map of tourism destination,arouses tourists' inner experience and knowledge,gets perceived evaluation and cognition of tourism environment,gives the great significance of guiding tourist behavior space.Tourism mental map of behavior is based on personal experience of tourism cognitione,improves and strengthens the existing tourism mental map. After tourism mental map of behavior makes comparison of the existing tourism mental map with the past tourism mental map of behavior which closer to the actual physical space,researders can acknowledge the gap between expectation of tourism destination and the reality as well as satisfaction degree of tourists. On this basis,the paper concludes the tourist image of the plan related to concepts,explores the different periods of travel tourism image of the map formation,summes up the personality and common plans,dynamic and subjective,integrity and uncertainties,operational characteristics and so on. The article analyzes Xi'an cognitive characteristic of tourism mental map,studies theoretical significance of tourism mental map finally,thinks that tourism mental map of behavior play a positive role on formation of mental map of tourism,the evaluation of tourism resources,tourism planning,and reasonable expression of tourism behavior space.