浙江大学学报（理学版）2018，Vol.45Issue(3)：379-390,12.DOI:10.3785/j.issn.1008-9497.2018.03.015
旅游目的地形象清晰度及测评方法——以西安为例
The clarity of tourism destination image and it's evaluation index:A case study on Xi'an tourism image
摘要
Abstract
With the aid of the theory of image correlation,this paper further explains the connotation and formation process of tourism destination image.On this basis,we propose the concept of tourism destination image clarity, and establish measure index of image clarity.Then we take Xi'an,a traditional tourist city for case study,and measure the tourism image clarity of Xi'an among different groups.The main conclusions are as follows:(1) Tourism destination image is an"image"formed by information which is received by tourists through the visual, auditory and other sensory organs.Under the existing cognitive level of the brain,tourists splice,assemble and evaluate the destination information to form a destination image.(2)The destination image clarity means the degree of cognition to a tourism destination.If tourists know much information about the destination,then they perceive a high destination image clarity.The tourism destination image clarity can be divided into elements clarity,dimension clarity and overall clarity.(3)There are differences in tourism destination image clarity between different distance groups.(4)Frequency,diversity index,central indicators can be used to evaluate tourism destination image clarity.关键词
旅游目的地形象/旅游形象清晰度/测评指标/西安Key words
tourism destination image/tourism image clarity/measurement index/Xi'an分类
管理科学引用本文复制引用
吴宝清,吴晋峰,周芳如,杨春华..旅游目的地形象清晰度及测评方法——以西安为例[J].浙江大学学报（理学版）,2018,45(3):379-390,12.基金项目
国家自然科学基金资助项目(41371154). （41371154）
