大型活动的形象影响研究--以'99昆明世博会为例

从旅游影响的角度出发,大型活动将对举办地形成一定的形象影响。本文以'99昆明世博会为例,使用问卷调查数据,从四个方面研究了'99世博会的形象影响问题。研究表明:'99世博会所带来的形象效应并未成为游客选择昆明作为出游目的地的首要决定因素,目的地区域的传统特色(如气候、环境及文化因素),仍然是游客作出决策的主导因素;'99世博会对举办城市昆明而言,所带来的积极影响超过了负面影响,可以有效提高举办地的知名度;大型活动长期的、潜在的形象影响可以通过了解游客的重游意愿和口碑效应来衡量,世博会的举办所带来的潜在长期影响是正面的;有助于形成较高的形象认同度。

IMAGE IMPACTS OF MAGE-EVENT--A Case Study of '99 Kunming EXPO

To evaluate the impact of mega-event, three prospects can be considered:formative evaluation, process evaluation and outcome or summative evaluations. These impacts also can be divided into economic impact, environment impact and social-culture impact. Considering the effects of mega-event, the impacts include positive-impacts and negative-impacts. The positive-impacts include community proud, city reconstruction, international reputation, image improving and social coherence; the negative-impacts include losing of amenity, environmental problem, noise pollution and traffic jam. One of the purposes to hosting mega-event is to build and extend the image of destination. The research of image impacts of mega-event is belong to outcome or summative evaluation, it should be considered about environment impacts and social-culture impact. Hosting mage-event will bring to destinations positive and negative impacts, among which some are visible, other are not. From the tourism prospect, mage-event will bring image impact on the host area. Based on the visitor spot check data collected at '99 Kunming Expo Garden, the image impacts of mage-event on destinations are elaborated in this paper.
The results suggest that first, the primary factors that influence visitor's destination selection is still traditional elements (such as climate, environment and culture). As for Kunming's inbound tourists, '99 Expo is not a crucial but a subsidiary factor in their process of destination choice. Second, '99 Expo's positive impacts overweight negative impact such as environmental and traffic problem. The high profile and better image of Kunming is obtained thanks to the mage-event. Third, the long-term impacts and the potential impacts of mage-event can be measured by visitor's revisit willingness. Last but not least, this study shows that to some extent, image identify is consistent prior and after the event. Expo image identification impact can help make the marketing and management plan after the event. The attractiveness and competitiveness of destination can also be improved by destination brand positioning.