2011年西安世园会影响效应研究——基于样本调研的统计与判断

文章以2011年西安世界园艺博览会为例,采用问卷调查的方法,从世园会形象认知、世园会与西安形象、世园会游客吸引度、世园会在西安景区中的形象位置等四个方面,研究2011年西安世园会对西安形象的影响。研究结果显示,世园会对西安城市形象产生了较好的正面效果,有效重塑了西安城市新形象,在西安传统重大景区中影响力日盛,但受价值倾向等因素影响在游客细分市场中存在一定分化。重大事件活动的潜在形象影响可通过掌握游客的重游意愿和成员传递效应来衡量,世园会较强的正面影响有助于形成较高的城市形象认同度。

On the Impact Effects of Expo 2011 Xi’an——A Statistic Study Based on Sample Survey

Taking the 30th International Horticulture Exposition held in Xi’an 2011(i.e.Expo’11 Xi’an) as case,the paper conducted a broad samples survey.The analysis conclusions are that the Expo leads to a better positive image of Xi’an,effectively remodel a new shape of Xi’an city and exert more influrence in the traditional major scenic spots of Xi’an.However,there exists a certain differentiation in the tourists market segments due to value orientation.The potential image impacts could be measured by tourists’re-visit intentions as well as the transferring effects of members,and the positive image impacts of Xi’an Expo will contribute to a high degree of image recognition of Xi’an.