基于游客感知的主题公园旅游形象实证研究——以清明上河园为例

旅游形象是旅游目的地的核心吸引物,也是主题公园可持续发展的关键因素.以清明上河园为例,在"认知—情感"形象模型的指导下,从游客感知的角度出发,以问卷调查和景区服务人员的访谈为分析样本,运用统计学软件SPSS 21.0对数据进行统计分析、信度分析、单因素方差分析,结果可知:1)游客对清明上河园的感知形象整体比较好;2)景区在旅游商品和服务人员方面存在一定问题;3)性别、学历及月收入等社会统计学特征对游客的感知形象具有显著性影响.

An Empirical Study on the Tourist Destination Image of Theme Park Based on Tourist Perception:A Case Study of Millennium City Park

The tourism destination image is the core attraction of tourism destinations and a key factor in the sustainable development of theme parks. Taking Millennium City Park as an example,under the guidance of the "cognitive-emotional" image model,the statistical software SPSS 21. 0 is used to analyze the reliability of the data and one-way analysis of variance. The results show that the overall image of Millennium City Park is relatively good; the scenic spot has certain problems in the management of tourist commodities and service personnel; social statistics such as gender,educational background and monthly income have a significant impact on the perceived image of tourists. The above research results have important reference value for the management and product development of theme parks.