旅游感知形象研究綜述 論文

1、旅游感知形象研究綜述 論文    1.1旅游形象感知的影響因素研究Goodrich、Pearce、Phelps、Calantone、Echtner和Ritchie以及Milman和Pizam分析研究了旅游目的地感知形象的影響因素，認(rèn)為旅游感知形象與旅游者或潛在旅游者的行為動機(jī)、旅游決策、服務(wù)質(zhì)量的感受以及滿意程度等因素存在密切關(guān)系11-16Mayo認(rèn)為旅游感知形象的影響因素主要體現(xiàn)在景色、氣候和交通等方面的差異17。Anderssen和Collberg也作了類似研究，發(fā)現(xiàn)目的地的感知形象存在8種屬性差異18。Goodrich則對旅游者關(guān)于旅游目的地感知和

2、判斷的相似性做了評估，發(fā)現(xiàn)旅游者選擇旅游目的地時，在娛樂和文化生活模式方面有相似性影響因素19。Po-Ju and Deborah在調(diào)查中發(fā)現(xiàn)，旅游目的地形象主要取決于旅游者或潛在旅游者的行為和社會人口等統(tǒng)計(jì)變量20。態(tài)度、行為和社會階層方面的文化差異，會影響旅游形象的感知21,22，在旅游目的地吸引下，在旅游客源國的影響下，不同文化背景、不同國家的旅游者會產(chǎn)生不同的旅游滿意度；收入較低和教育水平較低的旅游者、低層社會的旅游者、老年旅游者對旅游形象感知的期望較低，會認(rèn)為到國外度假是奢侈消費(fèi)，因而旅游滿意度較高。由于旅游決策歸因于目的地形象，國外許多研究者試圖解釋影響選擇目的地感知形象的因素，C

3、rompton的實(shí)證研究表明，不是所有的形象因素都會影響旅游決策23。旅游形象的感知屬性，可以通過感知的目的地之間的類似性，識別旅游目的地形象相對于其他目的地形象的優(yōu)勢與劣勢24-31。John認(rèn)為通過RG方法對旅游感知形象進(jìn)行評估，避免了其它方法所產(chǎn)生的固有偏見，使旅游感知形象更利于解釋旅游者或潛在旅游者各自特有的旅游環(huán)境結(jié)構(gòu)，更有可能成為決策的相關(guān)因素32。Dann、Crompton、Iso-A-hola、Uysal和Jurowski則根據(jù)推拉理論，認(rèn)為旅游者以及潛在旅游者的旅游動機(jī)，從本質(zhì)上受制于旅游者對旅游目的地的感知形象，理解旅游者所感知的旅游目的地形象能夠有助于更好的研究旅游者以及

4、潛在旅游者行為動機(jī)以及相關(guān)因素33-36。1.2旅游形象感知的類型研究Gunn把旅游者或潛在旅游者形成的旅游感知形象概括為原生形象和誘導(dǎo)形象，原生形象指潛在旅游者還未到旅游目的地之前所形成旅游感知形象，而誘導(dǎo)形象則在旅游者實(shí)地旅游之后形成37。Fakeye和Crompton在此基礎(chǔ)上，進(jìn)一步把旅游者和潛在旅游者所形成的旅游感知形象概括為原生形象、誘導(dǎo)形象和混合形象38。Gartner在旅游感知形象形成過程的研究中，把旅游感知形象分為明顯誘導(dǎo)、隱藏誘導(dǎo)、自主原生等8個類型39。Gartner和Hunt在旅游感知形象變化的分析研究中指出，由原生形象和誘導(dǎo)形象構(gòu)成的混合形象，決定著旅游感知形象在非本

5、地居民和旅游者的變化40。Echtner和Ritchie為了構(gòu)建更為精確的旅游感知形象，衡量旅游者所形成的海外旅游目的地感知形象，分析了許多旅游目的地感知形象的類型特性，對旅游感知形象的評估起了很大作用41。Baloglu和Brinberg則提出了旅游形象情感模型，運(yùn)用了Russel等提出的情感環(huán)繞叢模型，由于旅游目的地的積極與消極形象的差異，旅游感知形象的情感模型可以作為旅游市場戰(zhàn)略定位手段42-46。Robert認(rèn)為旅游感知形象是心理預(yù)景，只有積極的旅游形象才能影響潛在旅游者，可以運(yùn)用分類法對旅游目的地積極的感知形象進(jìn)行分析47。只有當(dāng)積極的形象對旅游者的影響超過了消極形象的影響時，潛在的

6、旅游者才會選擇該旅游目的地48。由于旅游感知形象具有持續(xù)性，形象無論是積極的還是消極的，在一段時間內(nèi)一般不會改變49；實(shí)際上，旅游感知形象無論是積極的還是消極的，在形成旅游目的地因素改變后，仍可持續(xù)相當(dāng)時間；同時，由于潛在旅游者的體驗(yàn)經(jīng)歷、文化背景、地理緣源、對目的地的熟悉程度、以及對目的地的期望值不同，因而對目的地形象感知也會有所不同或改變。1.3旅游形象感知的行為模式研究Carmen等認(rèn)為大多數(shù)旅游者在旅行時，會選擇一個以上的旅游目的地，然而，對多目的地旅行的感知模式結(jié)構(gòu)研究仍相當(dāng)薄弱50。Lue、Crompton和Fesenmaier關(guān)于多目的地旅行的感知行為模式研究，以及Lue、Cro

7、mpton和Stewart對特定地區(qū)的多目的地旅行的感知行為模式的實(shí)驗(yàn)性研究，證實(shí)了許多因素與多目的地旅行的感知行為模式有關(guān)51,52。Seyhmus和Ken發(fā)現(xiàn)不同的旅游目的地形象，在旅游者和潛在旅游者中存在明顯差異53。盡管大量研究都認(rèn)為旅游形象的感知研究對旅游地形象起著重要作用，旅游感知形象影響著旅游行為選擇，但衡量旅游目的地的最主要特性仍需探討，研究旅游感知形象、預(yù)測旅游者旅游感知選擇行為模式仍需深入54-58。Joseph和Chenting在此基礎(chǔ)上，運(yùn)用消費(fèi)研究中的自我概念，解釋了旅游形象感知的行為基礎(chǔ)，建立了旅游目的地感知形象自我協(xié)調(diào)的綜合旅游行為模式59。1.4旅游感知形象的營

8、銷管理研究旅游目的地的發(fā)展必須著眼于對潛在旅游者的有效促銷與引導(dǎo)，目的地管理應(yīng)為旅游目標(biāo)客源市場提供特殊、長期、有效、有吸引力的旅游感知形象60,61。Kotler和Barich認(rèn)為旅游感知形象應(yīng)建立在旅游者對旅游產(chǎn)品和旅游服務(wù)的利益、價值的預(yù)先假設(shè)基礎(chǔ)之上62。Sheth,Newman,Gross建立了旅游感知形象的市場選擇消費(fèi)模型，包括功能、社會、情感、認(rèn)知、環(huán)境等多維消費(fèi)營銷管理的價值研究63。由于女性社會地位和出游率不斷提高64-67，Ercan and Sevil認(rèn)為旅游市場營銷者、廣告宣傳者和旅游目的地促銷者，應(yīng)注意旅游營銷中男性和女性的關(guān)系68。Butler根據(jù)游客需求周期理論，

9、認(rèn)為新型旅游目的地感知形象的市場營銷可能會過度吸引游客，當(dāng)供給方需求的推動力增加時，超過了目的地承載力的臨界線，旅游者就會不再選擇這個旅游目的地69。Gartner依據(jù)Gartner and Hunt的研究數(shù)據(jù)，運(yùn)用了多層面的尺度分析，以幫助市場營銷者確定更為有效的旅游市場細(xì)分70。在國際旅游市場競爭中，旅游目的地營銷不但要充分了解旅游者心目中的感知旅游形象，而且還要對競爭對手的旅游目的地形象深入了解，目的地營銷人員應(yīng)充分了解自身與競爭者的長處和短處，以便拓展旅游市場定位戰(zhàn)略71,72。旅游市場戰(zhàn)略定位是旅游者心目中對旅游目的地樹立與眾不同旅游形象的感知過程73-75。拓展旅游戰(zhàn)略定位包括目標(biāo)

10、客源市場中的目的地形象感知識別、旅游目的地感知形象的競爭比較以及旅游目的地感知形象的需求和差異76-79。如果該目的地的形象感知特色不突出、營銷管理不得力，旅游者的旅行選擇幾率將大大減少80。2國內(nèi)研究現(xiàn)狀綜述近年來，我國旅游學(xué)者在吸取了國外研究成果的基礎(chǔ)上，拓展了旅游形象感知的理論領(lǐng)域，特別對旅游形象設(shè)計(jì)的概念、內(nèi)涵和營銷等方面做了很多的實(shí)證研究，取得了很大進(jìn)展。林炎提出了旅游形象設(shè)計(jì)是我國旅游城市面臨的新課題81；陳傳康在旅游形象設(shè)計(jì)的實(shí)踐中，提倡抓住地方文脈進(jìn)行形象設(shè)計(jì)導(dǎo)入，并將企業(yè)形象識別理念引入了旅游目的地形象策劃中82；保繼剛認(rèn)為旅游者感知的旅游形象受到感知距離和目的地的人文事象等

11、因素的影響83；王家駿認(rèn)為，如果旅游感知形象和旅游者的期望與偏好之間差異性越大，潛在旅游者選擇的可能性越小，而同一性越大，中選機(jī)率會增大84；吳必虎等則對中國居民的旅游目的地行為進(jìn)行了研究85；謝飛帆介紹了旅游形象地研究在西方的掘起86；張安等則提出了旅游感知形象的策劃設(shè)計(jì)內(nèi)容、方法和旅游感知形象評價指標(biāo)體系，認(rèn)為形象感知策劃是多學(xué)科、多階段的系統(tǒng)工程87；屈海林、聶獻(xiàn)忠、谷明則分別以香港、上海、大連等城市為例，探討 了都市旅游形象營銷的思路88-90；李蕾蓄則系統(tǒng)地介紹了旅游地形象策略的理論與實(shí)踐91；王磊等從旅游主客體的角度，探討了實(shí)際發(fā)射性、傳播發(fā)射性、個體化、社會化等旅游目的

12、地形象與旅游形象感知的主客體關(guān)系92；宋章海從旅游者感知出發(fā)，探討了旅游目的地形象的可感知性與不可感知性，提出了應(yīng)用正確運(yùn)用旅游形象要素進(jìn)行營銷策劃的觀點(diǎn)93；謝朝武等則探討了旅游形象感知策劃的系統(tǒng)組織程序，提出了旅游形象策劃的參與型組織模式94。3結(jié)論國外同類研究，從研究內(nèi)容而言，主要集中在旅游形象感知的影響因素、形象感知類型、形象感知行為模式、形象感知營銷的研究等方面；從研究方法而言，不但有定性研究，而且有定量研究；從技術(shù)方法而言，不但有單因子分析，更有多因子分析，有的還運(yùn)用了GIS及SPSS等研究手段；從研究區(qū)域而言，不但有國內(nèi)旅游形象的感知研究，而且有跨國多目的地的旅游形象感知研究；從

13、研究結(jié)果而言，相當(dāng)?shù)难芯拷Y(jié)果依賴于市場抽樣調(diào)查數(shù)據(jù)，結(jié)果分析具有客觀性，主要為旅游企業(yè)營銷管理提出市場定位戰(zhàn)略。國內(nèi)同類研究，從研究內(nèi)容而言，主要是對區(qū)域性旅游目的地形象的策劃研究；從研究方法而言，大多是對旅游形象策劃的定性研究，對定量研究則處于起始階段；從研究區(qū)域而言，只局限于對國內(nèi)和區(qū)域性旅游形象的策劃及設(shè)計(jì)研究；從研究結(jié)果而言，相當(dāng)?shù)难芯砍晒菑膮^(qū)域性旅游市場開發(fā)，具有主觀性，主要為地方政府經(jīng)濟(jì)和社會的戰(zhàn)略發(fā)展提出建議及對策。【參考文獻(xiàn)】1Goodall,B.How Tourists Choose Their Holidays:An Analytical FrameworkA.In Ma

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