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.

A Study Review of the Impact of Events on the Tourism Images of Host Sites and Upgrading Strategy

Study on event impact under tourism perspective has aroused more and more concern. The paper, based on the search of Academic Search Premier, Elsevier Science direct and Ingenta select, makes a summary of the four aspects in the past ten years the changes of tourism images perception before and after events, the impact of media and integrated promotion, network cooperation and event elements of tourism destinations. The result finds that study in this area is unsystematic, sporadic, lack of proper order and sequence. The events resulting in the upgrading of tourism images are influenced by many complicated factors. The general agreements include the communication and cooperation of stakeholders, the integrated bundling of image construction in host sites and active involvement of local communities. This will serve as a reference for the study and organization of series of large-scale events to be held in China.