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。

A Model of Temporal Changes in Destination Images

Destination images are dynamic and time plays an important role in their evolution. Thispaper reviews previous studies of temporal change in destination image from four perspectives.Destination image can change： （1） along with the level of tourist visitation; （2） under the influence ofevents; （3） within the life cycle of a destination; and （4） between different seasons. It was found thatresearchers at home and abroad mainly focus on the first two of these aspects of image change： thosewhich come along with tourist visitation levels and tourist behavior, and those which are influenced bythe occurrence of events. The other two kinds of image change appear to receive much less attention.There is also a general opinion in the literature that the flow of information used to constructdestination images is one- way, from destinations to tourists. In this paper, a new destination imagestructure is proposed. It is contended that destination image is in fact multi-directional. It is composedof perceived and projected images, but each should be studied from both the tourist and supply sideperspectives. The perceived images of tourists and suppliers generally deviate from each other, andeven from the original destination image, and the construction of a destination’s image by one side caninfluence the perceived image held by the other. Furthermore, when projecting their perceived images,both sides are unable to deliver what they perceive without additional deviation.Based on this new theory of destination image, a mechanism describing and explaining thetemporal change of destination image, combining both the tourist side and the supply side, could bebuilt. In this model, temporal changes in destination image are seen to be affected by seven factors-three of which were found to have influenced both sides. For the rest, a tourist’s individualcharacteristics and stage of visit behavior were found to be unique factors on the tourist side; andgovernment intervention and market demand only influenced the su