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在旅游目的地的选择上,形象已经显现出了十分重要的影响。本文在前人研究的基础上,建立一个关于目的地形象形成的关键决定因素的模型,通过路径分析展现了这个模型经验检验的结果,得出几点重要结论。本文认为一个旅游目的地的形象是通过刺激因素和旅游者的个性特征两方面的因素而形成的,这一结论为旅游目的地形象管理策略提供重要的启示,同时也有利于创新和巩固旅游目的地形象的市场营销活动的实施。
In the choice of destination, the image has shown a very important influence. Based on the previous studies, this paper establishes a model about the key determinants of the formation of destination image. Through path analysis, it shows the empirical results of this model and draws some important conclusions. This paper argues that the image of a tourist destination is formed through two factors: the stimulus and the personality characteristics of tourists. This conclusion provides an important inspiration for the image management strategy of tourist destination and also helps to innovate and consolidate the purpose of tourism Topography of the implementation of marketing activities.