| 基于游客感知形象的武陵源风景名胜区营销路径分析 |
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| 引用本文： | 黄艺农,程柯.基于游客感知形象的武陵源风景名胜区营销路径分析[J].湖南师范大学社会科学学报,2007,36(2):95-98. |
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| 作者姓名： | 黄艺农 程柯 |
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| 作者单位： | 1. 湖南师范大学,旅游学院,湖南,长沙,410081
2. 河南农业大学,林学园艺学院,河南,郑州,450002 |
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| 摘 要： | 从游客整体和具体两个维度感知到的景区形象及其评价,即游客感知的整体形象评价及其体验的具体形象评价,分析这些形象感知评价对游客的满意度及其游后行为决策所产生的复杂的影响关系.并以武陵源风景名胜区调查研究所得的数据为基础,创建并验证了基于游客感知形象的景区营销路径及其模型.这对于我国旅游景区的经营管理有一定的启示,并对细化以游客感知体验为中心的旅游地形象定量研究有着重要意义.
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| 关 键 词： | 整体感知形象 具体体验形象 满意度 游后行为 路径分析 游客 感知形象 武陵源风景名胜区 景区营销 路径分析 Scenic Spot Wulingyuan Management Marketing Analysis 意义 定量研究 旅游地 中心 经营管理 旅游景区 模型 验证 数据 研究所 |
| 文章编号： | 1000-2529（2007）02-0095-04 |
| 收稿时间： | 2006-12-10 |
| 修稿时间： | 12 10 2006 12:00AM |
Path Analysis on Marketing Management Basing on Tourist Apperceiving in Wulingyuan Scenic Spot |
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| HUANG Yi-nong,CHENG Ke.Path Analysis on Marketing Management Basing on Tourist Apperceiving in Wulingyuan Scenic Spot[J].Journal of Social Science of Hunan Normal University,2007,36(2):95-98. |
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| Authors: | HUANG Yi-nong CHENG Ke |
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| Institution: | College of Tourism, Hunan Normal University, Changsha, Hunan 410081, China ; China Forest find Hoaiculture College, Henan Agriculture University, Zhengzhou , Henan 450002, China |
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| Abstract: | This paper mainly relates the effect of tourist apperceiving,which includs the whole apperceiving imagery and the attributable apperceiving images, on tourist satisfaction and post-travel behavior.All the relationships are tested jointly founding an image-marketing model on the base of the survey data rooted from Wulingyuan Scenic Spot in Hunan Province.The result has an important implication to the management and administration of well-known tourist destinations in China,and has an important meaning to develop the qualitative research on tourist destination image focusing on tourists' apperceiving and experiencing. |
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| Keywords: | appereeiving whole imagery experiencing attributable images satisfaction degree post-travel behavior intention path analysis |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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