生态节事活动投射形象与感知形象的差异研究——以2019北京世界园艺博览会为例

生态节事活动的成功举办与形象传播对建设生态城市、弘扬生态文明理念具有重要意义。以2019北京世界园艺博览会为案例,基于"投射形象-感知形象"的分析框架,运用内容分析、对应分析、成分分析方法,评估了典型生态节事活动的形象投射与感知差异。研究发现：（1）北京世园会形象可以划分为旅游吸引物、环境与地方氛围、设施与服务、旅游体验4个维度。（2）投射形象与感知形象仅在旅游吸引物维度方向差异小,在环境与地方氛围、设施与服务、旅游体验维度方向差异大。（3）投射形象与感知形象在旅游体验、环境与地方氛围维度上成分差异大;在旅游吸引物和设施与服务维度,投射形象内部存在明显分异,反映在官方微博的投射形象与感知形象成分差异大,设施与服务维度官方公众号的投射形象与感知形象成分差异大。（4）北京世园会努力建构的绿色生态的环境与地方氛围在游客感知层面接受度较差,核心原因是供需两侧的目标、需求与策略的不匹配。本研究对北京世园会投射形象与感知形象的方向差异与成分差异进行了重点分析,揭示了其在不同主题维度的区别化特征。这有助于促进生态节事活动的科学化、精细化评估,为其形象传播效果提升提供支持。     

韩国国家形象感知与旅游意向研究——以中国潜在旅游者为例

文章将旅游研究领域的国家形象界定为国际旅游者对目的地国家的总体认知和情感的心理表征,并将其划分为宏观国家形象和微观国家形象两个构成部分.以韩国作为旅游目的地国家,中国潜在旅游者作为调查对象,探讨潜在旅游者对韩国国家形象的感知,检验国家形象构成维度及其与旅游意向之间的关系.研究表明,宏观国家认知形象由国家特征、国家能力、国民特征、环境管理和国家关系5个维度构成,微观国家认知形象由旅游环境、旅游设施和文化氛围3个维度构成.国家情感形象对潜在旅游者的旅游意向有显著影响;微观国家认知形象显著影响国家情感形象,宏观国家认知形象中的国民特征因子显著影响国家情感形象;国家认知形象通过国家情感形象的中介作用对潜在旅游者的旅游意向产生影响.研究结论为韩国和中国旅游管理部门提升国家形象,应对旅游市场全球化的挑战以及参与国际旅游竞争提供一定的借鉴意义.     

旅游目的地投射意象与感知意象的比较分析——以张家界国家森林公园为例

目的地投射形象与旅游者感知形象分别从供给与需求两方面阐释了目的地形象。本文通过对张家界国家森林公园官网传递的投射形象和旅游评论网站上的呈现的感知形象进行对比分析,并得出以下结论:(1)投射形象与感知形象在形象主题方面存在差异,对自然旅游资源的认可度表现一致,对民俗文化却存在较大差异;(2)投射形象和感知形象在情感倾向上较为一致,都以传达积极情绪为主。…     

旅游感知形象研究综述

旅游业强劲的发展势头、旅游目的地之间竞争的日益加剧,使国内外旅游学界对旅游感知形象的研究领域日益关注。本文采用文献分析法,回顾和总结了国内外旅游感知形象研究的重要内容和主要成果,为开拓国内旅游形象研究新视野具有重要意义。     

基于网络文本的衡山旅游投射形象与感知形象对比研究

网络文本对于研究旅游地形象具有重要价值,本文以衡山为研究案例,运用ROST软件统计衡山的投射形象和感知形象两方面的信息,进行高频词分析、共词分析、差异分析、情感分析等,发现衡山的旅游形象可归纳为旅游吸引物、历史与文化、旅游设施与服务、旅游宣传与保护、旅游体验五大主题,旅游者的感知形象与旅游供给者的投射形象存在差异,旅游者的消极感知主要来源于天气影响、交通不便和旅游旺季人多拥挤三个方面。基于此,文中提出相关建议,以期对衡山旅游形象的完善与提升、旅游营销战略的改进提供参考。     

品牌劫持:旅游目的地形象异化演进过程研究

到访旅游者网络口碑传播对目的地形象有着越来越重要的影响。因此,该研究基于旅游者权力理论,将旅游者视为与DMO一样的能动主体,对应DMO投射形象提出了旅游者投射形象的概念,进而将旅游者对目的地形象的认知过程从原有的单一个体模型拓展到时间阶段和影响主体更为完整的群体网络状模型。研究进一步通过比较到访旅游者和DMO传播对潜在旅游者引致形象形成过程的影响力,提出当旅游者投射形象比DMO投射形象被更多的旅游者所接受时,就会发生品牌劫持现象。文章结合普洛格(Plog)提出的目的地生命周期理论,分析了此种情况之下目的地形象异化的演进过程,并为目的地营销工作的改进提供了具体的建议。     

熟悉度对旅游形象感知行为影响研究——以重庆市民对上海旅游形象感知为例

潜在游客对目的地旅游形象的感知是旅游目的地选择行为的开始,而旅游形象的感知又来源于对该旅游地的认识,也就是通过各种信息"熟悉"该旅游目的地.本文根据前人研究结果提出了以熟悉度作为前因变量,认知形象与情感形象为中介变量的旅游形象感知行为模型,并以重庆市民对上海旅游形象感知为例进行了实证研究.研究表明:在本文的旅游形象感知行为模型中,对于旅游意向影响最大的因素是熟悉度,它通过4条路径对旅游意向产生间接和直接影响,其总影响效果达到了0.591;其次为认知形象和情感形象,它们对旅游意向的总影响效果分别为0.546和0.378.     

事件对举办地的旅游形象影响与提升战略研究综述

旅游视角下的事件影响研究越来越引起关注.本文在检索EBSCO host、Elsevier Science direct、Ingenta select等数据库的基础上,将近十年来此方面的研究按事件前后旅游形象感知的变化、媒介的影响与整合营销、事件的网络合作、旅游吸引物与事件要素的捆绑四方面进行综述,发现此方面的研究是不系统的、零碎的,缺少循序渐进的研究;事件对旅游形象的提升受旅游者及事件自身特征等复杂因素的影响,但各利益相关者的沟通合作、事件与举办地形象建设的整合捆绑、社区居民支持的积极作用得到认同,以期对即将在我国举办的系列大型事件的研究与组织起到一定的借鉴作用.     

旅游地形象的时间演变与演变机制

旅游地形象是动态变化的,时间是旅游地形象动态变化的一个重要维度。现有旅游地形象研究主要从游客感知角度来解构旅游地形象属性,并对游客不同游览阶段、大事件前后的旅游地形象变化进行实证研究。少有文献对旅游地形象的季节波动、生命周期变化等时间演变问题进行探究,且相关研究多忽视了供给方层面的旅游地形象。研究认为,旅游地形象涉及旅游者和供给方两个层面,并分别包含感知形象和发射形象。研究对国内外旅游地形象时间演变的相关研究成果进行了梳理,包括旅游地形象随游览阶段的演变、事件前后的旅游地形象变化、旅游地形象的生命周期演变、旅游地形象的季节波动等,提出了更为系统的旅游地形象时间演变机制,并从供给方与游客两个层面对感知形象与发射形象的演变过程进行了分析。     

旅游目的地感知形象非结构化测量应用研究——以访澳商务游客形象感知特征为例

旅游感知形象的测量方法可大体分为两类，一类为结构化的测量方法，另一类为非结构化的测量方法。非结构化形象测量虽然能够更为全面地了解游客的感知要素和属性，但分析方法目前还停留在一般频数统计和比例分析及排序等层面，对游客在形象感知方面的特征分析及旅游目的地形象优化等方面意义不大。文章尝试将内容分析法引入旅游形象感知的非结构化测量中，用以协助挖掘非结构化形象感知的数据，从而实现提取旅游者的感知形象、解析旅游者形象感知规律，以及探讨影响旅游者对外推广旅游形象意愿的目的地形象要素等目的。具体研究上，文章以艾特纳与瑞奇提出的旅游目的地形象测量问卷为基础，并对其进行调整形成最终的调研工具，然后以商务游客为研究对象进行非结构化形象感知数据的获取，并借助内容分析法来处理非结构化形象测量的信息。最终发现，访澳商务人士对澳门旅游形象的总体感知为：集聚博彩娱乐、各类节庆活动和特色美食的休闲小城，拥有欧式文化和美丽古朴的城市景观。居民态度、交通设施以及经济发展态势等形象要素的正面感知会令旅游者更愿意推广澳门旅游。餐饮产品、社会文化氛围以及政治历史等形象要素的正面感知会对旅游者推广澳门旅游的意愿有帮助。而社会文化与氛围、自然资源与环境以及服务质量的负面感知会增强旅游者不推荐他人来澳门旅游的意愿。     

The Theory of Planned Behavior in the Context of a Food and Drink Event: A Case Study

The present case study seeks to contribute to the culinary event management literature, investigating key motivators among participants to the Derbyshire Food and Drink Fair, United Kingdom. A questionnaire, which was partly based on predictors related to the theory of planned behavior was designed and distributed; 308 usable responses were collected. The validity and impact of attitude toward the behavior, perceived behavioral control, and subjective norms on behavioral intention was confirmed. Additionally, several motivators, such as “commitment and perceived importance,” “consumption and entertainment,” “attendance and discovery,” and “joining others” were identified as key factors. Finally, statistically significant differences were noticed among various participating groups, namely, in terms of age, gender, or distance traveled to the event. The findings have important implications for event managers and organizers, in terms of promotion, and addressing the needs and wants of various segments of food festival attendees.     

This hotel is family-run! Enabling positive consumer response via perceived hospitableness

Family-run businesses are key players in the hotel industry and provide accommodations in many tourism regions such as the Austrian Alps. To date, research has failed to see the family firm status as a source of competitive advantage for the hospitality industry, despite often being used in practice to attract customers. Through the theoretical lens of signaling theory, this study therefore conducted experiments using fictitious hotel websites with participants from a German online panel (Austria’s largest incoming market) to investigate the effectiveness of family firm brand signals. The results confirm positive effects of communicating the family firm image on consumer response such as word-of-mouth, willingness to pay a price premium, and booking intention. We highlight that this effect is explained by perceived hospitableness. As such, we demonstrate that hotels can capitalize on their unique status by communicating their family firm image.     

The Image of Taiwan as a Travel Destination: Perspectives from Mainland China

This study presents the perceived and projected image of Taiwan as a travel destination from perspectives from Mainland China. The perceived image of Taiwan was examined by interviewing 28 Mainland Chinese; the projected image of Taiwan was investigated by analyzing articles in China's most popular travel magazines. The different types of images of Taiwan among visitors, nonvisitors, and travel magazines were compared. The projected image changed notably after the opening of Taiwan's tourism to travelers from Mainland China. The results of this study could help destination marketing organizations to assess their marketing strategies for the Mainland Chinese travel market.     

Projected and Perceived Image of Spain as a Tourist Destination for British Travellers

Abstract

This paper discusses the concept of tourist destination image, and in particular the relationship between the perceived and projected image of Spain in the British market. The projected image was obtained through an analysis of the principal sources of secondary information on the promotion of Spain, while the perceived image was obtained from a study carried out among 120 British tourists. Evaluation of destination attributes and positioning of Spanish tourist areas provided useful results of the perceived image. Some differences were noted between the projected and the perceived image of Spain. The paper concludes by recommending a consumer-focused orientation in marketing strategies.     

Effect of Health and Wellness Values on Festival Visit Motivation

Understanding the motivation to visit particular tourist destinations and festivals is important for building effective tourism marketing strategies. This paper explores the effect of existing health and wellness values on the motivation to visit a festival using a field survey at the Goomeri Pumpkin Festival, a typical Australian festival which uses the natural environment, traditions and local produce to provide 21 events during the festival. The study focused on establishing the relationship between health and wellness values and festival attendees' motivation. Qualitative research with random sampling was selected to collect the data. The results revealed high levels of health and wellness values among the participants as well as social interaction, family togetherness, cultural exploration, novelty, natural environment, relaxation, previous food festival experience and food as motivations. Findings of this paper can contribute to festival tourism marketing especially to demonstrate that health-related interests can be significant catalysts for attracting festival attendees.     

Behavioral intention of visitors to an Oriental medicine festival: An extended model of goal directed behavior

Despite the importance of Oriental medicine festivals to Oriental medical tourism, little research has been conducted to understand the behavioral intention of visitors to these festivals. Therefore, this study examines the behavioral intention of visitors to a Korean Oriental medicine festival. This study employs the extended model of goal-directed behavior (EMGB) that incorporates two constructs related to Oriental medicine festivals: the Oriental medicine image of festival site (image) and the perception of Oriental medicine (perception). An on-site survey was conducted with 423 visitors attending the Sancheong Herbal Festival in South Korea. Results reveal that attitude, subjective norm, and positive anticipated emotion influenced visitors' desire to attend the festival, which, in turn, influenced their behavioral intentions. Two constructs of image and perception formed positive and significant relationships with attitude toward attending the festival. Practical implications of the study results are discussed.     

Perceived crowding and festival experience: The moderating effect of visitor-to-visitor interaction

The purpose of this study is to explore the influence of two types of perceived crowding (spatial crowding and human crowding) on festival experience as well as how the interactions among visitors moderate the relationship by introducing the variable ‘visitor-to-visitor interaction’. To this end, taking Chinese local cultural festivals as the research object, empirical tests with regression analysis are conducted on 555 questionnaires concerning people's festival experience and perception of spatial crowding and human crowding. The results reveal an inverted U-shaped relationship between perceived human crowding and festival experience, whereas perceived spatial crowding consistently negatively affects the festival experience. Furthermore, the moderating effect of interactions among visitors is confirmed: the quality of interaction has different moderating effects on the relationship between different types of crowding perception and festival experience, and the quantity of interaction positively moderates the relationship between perceived spatial crowding and festival experience.     

上海世博会对游客的国家形象认知效果研究

现有传播研究缺少对大型事件本身作为媒介的关注。该研究聚焦于作为新型媒介的大型事件，在议程设置理论指导下，以国家形象为切入点，通过对2010年上海世博会法国馆、日本馆游客展开认知形象研究，试图探讨事件作为新媒介的传播效果。针对156名游客进行的事前、事中现场调研，文章主研究结论如下：第一，世博会作为事件媒介载体在国家形象构建和传播过程中具有明显的议程设置特点。“议题”主通过位置强调、面积和数量、规模濒次）重视、加框以及媒介语言的使用等途径进行凸显。第二，事前一事中对比显示游客的国家形象认知变化是强化、弱化和建构并行；变化的发生与事件媒介议程设置有关。变化主表现为：目标型游客事前认知中的部分积极成分被强化，部分消极成分被弱化；事前认知模糊或者缺乏认知的大众型游客在事中会迅速建构某些方面的形象认知。第三，认知变化与事件媒介议程设置有关，体验型媒介语言和实用性信息易获得高关注，事件加框效果不及常识加框。