摘要
针对旅游景区重旅游品牌创建轻市场感知问题,从大学生视角,通过四象限分析法、单因素方差分析方法,研究大学生市场对34个旅游品牌的知晓度—吸引力感知情况。结果表明:34个旅游品牌在知晓度—吸引力维度上两极分化严重。在知晓度维度上,"全国5A级景区"这一旅游品牌存在明显专业上感知差异。"全国农业旅游示范点"存在明显性别上感知差异;在吸引力维度上,"世界文化遗产""国家历史文化名城""国家特色旅游景观名镇"存在明显的性别上感知差异。"国家历史文化名镇""国家特色旅游景观名村"存在明显的性别上感知差异。
Aiming at the research question of the tourism scenic spots that emphasizes tourism brand creation but not market perception.From the perspective of college students,through four-quadrant analysis and single-factor analysis of variance,we study the awareness-attractiveness perception of 34 tourism brands in the college student market.The results show that:34 tourism brands are highly polarized in the awareness-attraction dimension;The tourism brand"ational 5 A-level scenic spots"has obvious professional perception differences in the attractiveness dimension;"National Agricultural Tourism Demonstration Sites"has obvious gender perception differences in the awareness dimension."World Cultural Heritage"and"National Famous historical and cultural cities"and"Famous National Tourism Landscape Towns"have obvious gender perception differences in the attractiveness dimension;"National Historic and Cultural Towns"and"National Tourism Landscape Famous Villages"have obvious gender perceptions difference in the attractiveness dimension.
作者
王倩
WANG Qian(School of Geography and Tourism,Anhui Normal University,Wuhu 241000,Anhui,China)
出处
《云南地理环境研究》
2021年第3期28-35,共8页
Yunnan Geographic Environment Research
关键词
旅游品牌
大学生视角
景区
tourism brand
college students perspective
scenic spots
