international tourism and destination image of china (中国国际旅游形象研究) 黎云莺-魅力中国

《international tourism and destination image of china (中国国际旅游形象研究) 黎云莺-魅力中国》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、InternationalTourismandDestinationImageofChina黎云莺作者简介：黎云莺，1977年11月生，女，籍贯广州，讲师，硕士学位，研究方向：旅游英语、商务英语教育广东轻工职业技术学院AbstractTheunprecedentedgrowthduringthelastsixtyyearshascreatedgreatchallengesintourismindustry.Asmoreandmoreplaceshavebeendevelopingfortourism,thedestinationchoi

2、cesavailabletoconsumerscontinuetoexpand.Undersuchacompetitiveenvironment,allsegmentsofthetouristindustryhavespentlargeamountofmoneyattemptingtobuildafavorabletouristimage.Inrecentyearsmoreattentionhasbeenpaidbyresearcherstotheroleofdestinationimageinthetourist’sholidaych

3、oicedecisionprocessandtothemeasurementsofdestinationimage.Thepurposeofthispaperistoexaminethemeasurementandtheformationmodelofdestinationimage.AsurveyofChina’stouristimageiscarriedoutinChinausingthemethodologydevelopedfrompreviousstudies.Asaresult,suggestionsforimproving

4、theweaknessesandmaintainingthestrengthsofChina’stouristimageareproposed.Thesesuggestionshaveboththeoreticalandpracticalimplicationsforfuturetourismdevelopment.1.IntroductionTheproductoftourismisanexperienceratherthanatangiblegoodsothatitismorecomplexthanmostproducts.Atra

5、veldestinationischoseninpartbaseduponpeople’sperceptionofitsabilitytosatisfytheirfeltneeds(Mill&Morrison,1985).Withoutaclearunderstandingofdestinationimage,tourismindustryisatadisadvantageinanincreasinglycompetitivemarket.Therefore,researchfocusesontheimage12evaluationof

6、destinationsbypotentialtouristsleadstogreatermarketingeffectivenessandisessentialtoindustrysuccess.Findingsbothfromtheoryresearchandempiricalassessmentsuggestthatbothpersonalvariables,suchasdemographics,culture,familiarityandpreviousexperienceaswellasphysicalfeaturesofde

7、stinationsandmarketingactivitiesarerelevanttotouristimageassessment.VeryfewstudieshaveconcentratedonChina’simageasatouristdestinationintheinternationalmarket.Thepresentstudyintegratesconceptualfoundationandmethodologicalapproachfrompreviousstudiestocontributetoatheoretic

8、alframeworkofdestinationimageformationwiththegoalofassessingamoreappropriatetouristimageofChina.1.TheDe