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题名	新疆国内旅游形象建设初步探讨
作者	张海霞
学位类别	硕士
答辩日期	2004
授予单位	中国科学院．中国科学院新疆生态与地理研究所．人文地理学．
导师	阎顺，中国科学院新疆生态与地理研究所
关键词	旅游形象建设
其他题名	PRELIMINARY STUDY ON XINJIANG TOURISM IMAGE CONSTRUCTION FOR INLAND TOURISTS
中文摘要	旅游形象是国内外旅游研究的热点之一，业界人士普遍认同旅游形象是促使游客产生出游动机和出游决策的重要因素和旅游规划中的重要内容。目前新疆仍未展开系统的旅游形象策划工作，国内旅游又是新疆旅游的主要增长点。为此，本论文试图对国内旅游者的新疆旅游形象认知现状做较全面的分析，以此推出国内游客心目中新疆的旅游形象，进而针对国内客源市场展开具体旅游形象策划。调查的思路是从资源基础、客源市场、产品竞争条件和游客的形象认知为出发点，本着参与学科讨论的态度，运用问卷调查、数理统计等相关方法，采取结构式访问法设计调查问卷，问卷由导游发放为主，宾馆调查和散点调查为辅，2003年7月-10月在乌鲁木齐，吐鲁番、库尔勒、阿勒泰等景区发放问卷，此次问卷调查发放900份问卷，回收问卷437份。本文主要由五部分组成，其中，三、四、五部分是核心。主要研究内容如下：（1）对近30年来国际旅游学界旅游形象研究成果进行了综述，并分析了国内旅游形象研究的起始、研究内容、研究方法和存在问题，提出进一步深人研究的必要性。（2）阐明旅游地形象研究的理论基础。（3）新疆国内旅游形象建设宏观背景分析。从新疆旅游业发展现状，旅游资源特征、国内旅游客源市场、旅游产品竞争条件等方面阐述新疆国内旅游形象建设的宏观背景。（4）以旅游资源为基础，以市场为导向，借鉴国内外的旅游形象的相关理论与实践经验，以新疆为研究靶区，国内游客为研究对象，运用问卷调查，数理统计等相关方法，分析和探讨了国内游客对新疆旅游形象的认知现状。（5）提出了国内旅游形象建设的初步构想。提出树立中幽默丝路秘境，多彩的民俗风情、雄浑的大漠风光、迷人的森林草原—神秘、美丽的新疆的新疆国内旅游形象和豪情大地、魅力家园的疆内旅游形象，并提出一系列旅游形象主题宣传口号，使全疆上下形成同迎天下客的旅游理念形象；从自然景观、人文景观、旅游区、核心地段和旅游视觉符号等方面树立新疆旅游视觉形象；从旅游景区（点）和旅游企业两方面树立新疆的旅游行为形象；从广告促销、公关促销、旅游节事等方面展开综合的旅游形象推广活动；并以中心城市乌鲁木齐、吐鲁番古迹文化名胜区、喀什民俗风情区、喀纳斯风景名胜区、天山天池风景区，伊犁草原风景区、库车龟兹文化名胜区、罗布泊探险区为依托景区（点），提出形象建设的重要策略。Tourism destination image has been one of the most frequently investigated topics studied by tourism researchers, since it affects the individual's subjective perception, consequent behavior and destination choices. As a very important study content of tourism planning, a systematical tourism image planning has not yet been achieved in Xinjiang, in which inland tourism is the primary increasing point. Therefore, this article is aimed to comparative all-sided analyze on the inland tourist's cognition of Xinjiang tourism image, and then puts forward some countermeasures on the tourism image construction. This article takes tourism resources, tourist market, the competitive condition of tourism productions and the cognition of tourists as foundation, applies questionnaire query, symbolic statistics and other methods to design and questionnaires, most of which canvassed by guides, some other by hotels and tourism spots. The investigation was caught through in tourism spots in Urumqi, Turpan, Fuyelap, Altay from July to October in 2003. In the investigation, 900 questionnaires was canvassed and 437 usable questionnaire were obtained. This article is divided into five parts with the third, fourth, and fifth parts playing a key role. The mainly contents of this article are as following: (1) This paper presents a review on the tourism image studies including origin studies, research contents, research methods and research tendency, and then proposes it necessary to put the fruits of international and national tourism image studies into practice. (2) The article illustrates theoretical bases of tourism destination image study from the conception system of tourism destination image, the kind of tourism conception, the formation of tourism conception, the spatial and temporal regulation of tourism image conception, and all such aspects. (3) The paper analyses the whole background for Xinjiang inland tourism image construction. The development of Xinjiang tourism, the characteristics of tourism resources, the inland tourism market, and the competitive ability of tourism product in Xinjiang are all analyzed in this part.(4) Based on the correlative theories and other research achievements of inland and foreign academe, this paper, taking Xinjiang as the target region, inland tourist towards Xinjiang as target objects, analyzes and probes the cognitive condition of Xinjiang tourism image by using some techniques, such as questionnaire survey, mathematical statistics and so on. (5) A preliminary conception of the construction of Xinjiang tourism image was put forward. The results of this study indicate that the inland tourism image of Xinjiang: Secret Silkroad, Wonderful Folk Culture, Majestic Desert and Beautiful Forests-grassland, and the Xinjiang tourism image is Expansive and Fascinating Homeland. In addition, a series of advertising slogans are put forward. From nature landscape, humanity landscape, tourism region, key region and tourism visual symbol aspect, this paper shows how to set up tourism visual image of Xinjiang. Tourism service image should be set up from tourism region OR spots and tourism enterprises aspects;; tourism image promotion should be caught through advertisement promotion, public relation promotion, tourism festivals, sale encouragement, feedback mechanism for tourism promotion and all such aspects; and then this article takes Turpan Historic Culture Scenic Zone, Xinjiang Street of ethnic culture, Kashgar Ethnic Culture Resort, the Kanas Lake Scenic Spot, Heavenly Lake Resort, Yili Grassland Resort, Kuche-Qiuci Culture and Art Resort, Lop Nur Adventure Region, as representative tourism regions or tourism spots, and puts forward some concrete countermeasures for tourism image constructions.
语种	中文
学科主题	旅游地理
公开日期	2010-11-12
页码	共62页
内容类型	学位论文
源URL	[http://ir.xjlas.org/handle/365004/8346]
专题	新疆生态与地理研究所_中国科学院新疆生态与地理研究所(2010年以前数据)
推荐引用方式 GB/T 7714	张海霞　. 新疆国内旅游形象建设初步探讨[D]. 中国科学院．中国科学院新疆生态与地理研究所．人文地理学．. 2004.

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