旅游意象图:基于游客感知的旅游景区规划新设想

受启发于"城市意象"理念和图论学说,文章从游客感知出发,提出"旅游意象图"的旅游景区规划设想,认为旅游意象的基本要素包括旅游道路、旅游节点、旅游边界、旅游标识和旅游区域5个方面,旅游意象图的构建过程可分解为旅游意象点→旅游意象线→旅游意象链→旅游意象面→旅游意象图5个基本步骤,指出可从资源类旅游意象、产品类旅游意象、市场类旅游意象3个层面确定具体的旅游意象,并分析了旅游意象调研的4大基本方法:传统问卷调查、绘制心智地图、旅游意象游戏法和旅游意象访谈法。

Tourism Image Map: A New Scenic Spot Planning Idea Based on Tourists' Perception

Currently,most of the tourism planning are conducted based on the resources and development objectives.The concept of intention has rarely been applied in practice.It is believed that planning from the angle of "image map",and incorporating tourists’ perception as the key elements of image line construction,should become a new perspective of the study of tourism planning.Moreover,there is a paucity of studies on the relationship between tourists’ perception and tourism planning.Informed by the "city image" theory and the graph theory,this study was therefore conducted to address the research gap.The concept of tourism image map was proposed from the perspective of tourists’ perception.The concept holds ①There are five basic elements of tourism image: tour-path,tour-node,tour-edge,tour-landmark and tour-domain.Tour-path is the channel for tourist,contains walking trail,motor vehicle lane,tourist trail,etc.Tour-node is the connection point in the tourist destination,tourist traffic line crossing point,tourism distribution point or a turning point in the landscape structure.Tour-edge is the boundary line of two tourism regions,it can be viewed as a tourism landscape horizontal reference,such as bank,cutting,fence,road,etc.Tour-landmark is the point element(reference) in tourism destination.It usually refers to certain object,such as tree,sign,building detail,hill,river,tall building,landscape structure,landscape sketch,etc.Tour-domain refers to the tourist area,tourist attraction and other areal tourism landscape.②The construction process of the tourism image can be divided into five basic steps,which are "tourism image point→tourism image line→tourism image chain→tourism image face→tourism image map".Tourism image point is a specific site that can attract tourists and spur tourists’ perception,such as a tourism distributing center,a travel channel hub,a tourist district,a scenic spot,or a landscape piece.Tourism image line is mainly constituted by travel channels,which play the roles of segmenting landscape space,guiding tourists and providing the traffic space.Tourism image chain is composed of tourism image point and tourism image line through different ways,which also has a composite information function.Tourism image face is the integration of tourism image,it coupled by tourism image point,tourism image line and tourism image chain in small scale space.Tourism image map is the system integration visualization part of "tourism image map" theory.③ The tourism image can be defined at three levels of resource type tourism image,product type tourism image,and market type tourism image.④The methodology of tourism image research are traditional survey method,mind map drawing method,tourism image games method and tourism image interview method.The "tourism image map" theory is best applied in small scale tourism scenic area planning,especially scenic spot planning.Future studies should focus on the development of theories that are suitable for large scale tourism planning.