摘要
采用Q方法,通过收集并分析受访者对不同类型旅游目的地形象的偏好排序,发现其形象间存在兼容性和不相容性,且存在5种典型旅游目的地形象偏好结构,分别是:自然生态旅游偏好型、城市旅游偏好型、自然文化旅游偏好型、漫游体验旅游偏好型和探索冒险旅游偏好型。相似性分析表明:5种偏好类型均不喜欢厚重的文化体验,而偏爱轻松及互动式的文化体验。5种旅游目的地形象偏好结构对应特征明显、区分度高,对于旅游营销及旅游线路的设计具有较高的参考性价值。
There are similarities and differences among different groups in destination image preferences. They can significantly influence the tourism destination marketing. Finding out what kind of tourism destination image people like,and the compatibility in different kinds of destination images makes sense especially to marketers. They can conduct targeted publicity and tourism product development according to the market demand preference,making tourism products more marketable. In addition,the compatibility in destination image preference has a significant meaning in the design of tourism routes. Students and working adults constitute an important part of the tourism market. Thus,it is of great significance to study the preference of these young groups. Knowing and producing what they prefer would be a great incentive to turn potential tourists into actual tourists. The present study uses the Q technique to verify the structure and compatibility of tourism destination image preferences,in order to provide suggestions for the design of tourism destination images and tourism routes. Q skill is a type of research method that can extract and describe subjective points of view. The method is a system with rigorous quantitative and quantitative analysis. It holds the view that subjective point of view possesses a certain structure. Thus,the Q-method can be used to conduct a qualitative and quantitative research on tourism destination image,which can help to break through the bottleneck of destination image research. Taking the students and the working group as the main research participants,the paper classified this young-group’s preferences of tourist destination image based on the Q-method. The P sample of this article included undergraduates,graduates,and working people,so it had a certain universality. A total of 106 questionnaires were distributed,but the effective sample amount was 82. The study results showed that there are five kinds of typical tourist destination image preference structures,and there exists incom
作者
林玉虾
林璧属
Lin Yuxia;Lin Bishu(School of Management,Xiamen University,Xiamen 361005,China)
出处
《热带地理》
CSCD
北大核心
2019年第2期278-287,共10页
Tropical Geography
基金
2017年度国家自然科学基金项目"基于实物期权理论的景区经营权价值评估模型与方法研究"(71774135)
关键词
旅游目的地形象
偏好结构
市场营销
Q方法
tourism destination image
preference structure
marketing
Q-method
