- 相關(guān)推薦
旅游感知形象研究綜述
1.1 旅游形象感知的影響因素研究
Goodrich、Pearce、Phelps、Calantone、Echtner和Ritchie以及Milman和Pizam分析研究了旅游目的地感知形象的影響因素，認(rèn)為旅游感知形象與旅游者或潛在旅游者的行為動(dòng)機(jī)、旅游決策、服務(wù)質(zhì)量的感受以及滿意程度等因素存在密切關(guān)系[11-16]Mayo認(rèn)為旅游感知形象的影響因素主要體現(xiàn)在景色、氣候和交通等方面的差異[17]。Anderssen和Collberg也作了類似研究，發(fā)現(xiàn)目的地的感知形象存在8種屬性差異[18]。Goodrich則對(duì)旅游者關(guān)于旅游目的地感知和判斷的相似性做了評(píng)估，發(fā)現(xiàn)旅游者選擇旅游目的地時(shí)，在娛樂和文化生活模式方面有相似性影響因素[19]。Po-Ju and Deborah在調(diào)查中發(fā)現(xiàn)，旅游目的地形象主要取決于旅游者或潛在旅游者的行為和社會(huì)人口等統(tǒng)計(jì)變量[20]。態(tài)度、行為和社會(huì)階層方面的文化差異，會(huì)影響旅游形象的感知[21,22]，在旅游目的地吸引下，在旅游客源國(guó)的影響下，不同文化背景、不同國(guó)家的旅游者會(huì)產(chǎn)生不同的旅游滿意度；收入較低和教育水平較低的旅游者、低層社會(huì)的旅游者、老年旅游者對(duì)旅游形象感知的期望較低，會(huì)認(rèn)為到國(guó)外度假是奢侈消費(fèi)，因而旅游滿意度較高。
由于旅游決策歸因于目的地形象，國(guó)外許多研究者試圖解釋影響選擇目的地感知形象的因素，Crompton的實(shí)證研究表明，不是所有的形象因素都會(huì)影響旅游決策[23]。旅游形象的感知屬性，可以通過感知的目的地之間的類似性，識(shí)別旅游目的地形象相對(duì)于其他目的地形象的優(yōu)勢(shì)與劣勢(shì)[24-31]。John認(rèn)為通過RG方法對(duì)旅游感知形象進(jìn)行評(píng)估，避免了其它方法所產(chǎn)生的固有偏見，使旅游感知形象更利于解釋旅游者或潛在旅游者各自特有的旅游環(huán)境結(jié)構(gòu)，更有可能成為決策的相關(guān)因素[32]。Dann、Crompton、Iso-A-hola、Uysal和Jurowski則根據(jù)推拉理論，認(rèn)為旅游者以及潛在旅游者的旅游動(dòng)機(jī)，從本質(zhì)上受制于旅游者對(duì)旅游目的地的感知形象，理解旅游者所感知的旅游目的地形象能夠有助于更好的研究旅游者以及潛在旅游者行為動(dòng)機(jī)以及相關(guān)因素[33-36]。
1.2 旅游形象感知的類型研究
Gunn把旅游者或潛在旅游者形成的旅游感知形象概括為原生形象和誘導(dǎo)形象，原生形象指潛在旅游者還未到旅游目的地之前所形成旅游感知形象，而誘導(dǎo)形象則在旅游者實(shí)地旅游之后形成[37]。Fakeye和Crompton在此基礎(chǔ)上，進(jìn)一步把旅游者和潛在旅游者所形成的旅游感知形象概括為原生形象、誘導(dǎo)形象和混合形象[38]。Gartner在旅游感知形象形成過程的研究中，把旅游感知形象分為明顯誘導(dǎo)、隱藏誘導(dǎo)、自主原生等8個(gè)類型[39]。Gartner和Hunt在旅游感知形象變化的分析研究中指出，由原生形象和誘導(dǎo)形象構(gòu)成的混合形象，決定著旅游感知形象在非本地居民和旅游者的變化[40]。Echtner和Ritchie為了構(gòu)建更為精確的旅游感知形象，衡量旅游者所形成的海外旅游目的地感知形象，分析了許多旅游目的地感知形象的類型特性，對(duì)旅游感知形象的評(píng)估起了很大作用[41]。
Baloglu和Brinberg則提出了旅游形象情感模型，運(yùn)用了Russel等提出的情感環(huán)繞叢模型，由于旅游目的地的積極與消極形象的差異，旅游感知形象的情感模型可以作為旅游市場(chǎng)戰(zhàn)略定位手段[42-46]。Robert認(rèn)為旅游感知形象是心理預(yù)景，只有積極的旅游形象才能影響潛在旅游者，可以運(yùn)用分類法對(duì)旅游目的地積極的感知形象進(jìn)行分析[47]。只有當(dāng)積極的形象對(duì)旅游者的影響超過了消極形象的影響時(shí)，潛在的旅游者才會(huì)選擇該旅游目的地[48]。由于旅游感知形象具有持續(xù)性，形象無(wú)論是積極的還是消極的，在一段時(shí)間內(nèi)一般不會(huì)改變[49]；實(shí)際上，旅游感知形象無(wú)論是積極的還是消極的，在形成旅游目的地因素改變后，仍可持續(xù)相當(dāng)時(shí)間；同時(shí)，由于潛在旅游者的體驗(yàn)經(jīng)歷、文化背景、地理緣源、對(duì)目的地的熟悉程度、以及對(duì)目的地的期望值不同，因而對(duì)目的地形象感知也會(huì)有所不同或改變。
1.3 旅游形象感知的行為模式研究
Carmen等認(rèn)為大多數(shù)旅游者在旅行時(shí)，會(huì)選擇一個(gè)以上的旅游目的地，然而，對(duì)多目的地旅行的感知模式結(jié)構(gòu)研究仍相當(dāng)薄弱[50]。Lue、Crompton和Fesenmaier關(guān)于多目的地旅行的感知行為模式研究，以及Lue、Crompton和Stewart對(duì)特定地區(qū)的多目的地旅行的感知行為模式的實(shí)驗(yàn)性研究，證實(shí)了許多因素與多目的地旅行的感知行為模式有關(guān)[51,52]。Seyhmus和Ken發(fā)現(xiàn)不同的旅游目的地形象，在旅游者和潛在旅游者中存在明顯差異[53]。盡管大量研究都認(rèn)為旅游形象的感知研究對(duì)旅游地形象起著重要作用，旅游感知形象影響著旅游行為選擇，但衡量旅游目的地的最主要特性仍需探討，研究旅游感知形象、預(yù)測(cè)旅游者旅游感知選擇行為模式仍需深入[54-58]。Joseph和Chenting在此基礎(chǔ)上，運(yùn)用消費(fèi)研究中的自我概念，解釋了旅游形象感知的行為基礎(chǔ)，建立了旅游目的地感知形象自我協(xié)調(diào)的綜合旅游行為模式[59]。
1.4 旅游感知形象的營(yíng)銷管理研究
旅游目的地的發(fā)展必須著眼于對(duì)潛在旅游者的有效促銷與引導(dǎo)，目的地管理應(yīng)為旅游目標(biāo)客源市場(chǎng)提供特殊、長(zhǎng)期、有效、有吸引力的旅游感知形象[60,61]。Kotler和Barich認(rèn)為旅游感知形象應(yīng)建立在旅游者對(duì)旅游產(chǎn)品和旅游服務(wù)的利益、價(jià)值的預(yù)先假設(shè)基礎(chǔ)之上[62]。Sheth,Newman,Gross建立了旅游感知形象的市場(chǎng)選擇消費(fèi)模型，包括功能、社會(huì)、情感、認(rèn)知、環(huán)境等多維消費(fèi)營(yíng)銷管理的價(jià)值研究[63]。由于女性社會(huì)地位和出游率不斷提高[64-67]，Ercan and Sevil認(rèn)為旅游市場(chǎng)營(yíng)銷者、廣告宣傳者和旅游目的地促銷者，應(yīng)注意旅游營(yíng)銷中男性和女性的關(guān)系[68]。Butler根據(jù)游客需求周期理論，認(rèn)為新型旅游目的地感知形象的市場(chǎng)營(yíng)銷可能會(huì)過度吸引游客，當(dāng)供給方需求的推動(dòng)力增加時(shí)，超過了目的地承載力的臨界線，旅游者就會(huì)不再選擇這個(gè)旅游目的地[69]。Gartner依據(jù)Gartner and Hunt的研究數(shù)據(jù)，運(yùn)用了多層面的尺度分析，以幫助市場(chǎng)營(yíng)銷者確定更為有效的旅游市場(chǎng)細(xì)分[70]。
在國(guó)際旅游市場(chǎng)競(jìng)爭(zhēng)中，旅游目的地營(yíng)銷不但要充分了解旅游者心目中的感知旅游形象，而且還要對(duì)競(jìng)爭(zhēng)對(duì)手的旅游目的地形象深入了解，目的地營(yíng)銷人員應(yīng)充分了解自身與競(jìng)爭(zhēng)者的長(zhǎng)處和短處，以便拓展旅游市場(chǎng)定位戰(zhàn)略[71,72]。旅游市場(chǎng)戰(zhàn)略定位是旅游者心目中對(duì)旅游目的地樹立與眾不同旅游形象的感知過程[73-75]。拓展旅游戰(zhàn)略定位包括目標(biāo)客源市場(chǎng)中的目的地形象感知識(shí)別、旅游目的地感知形象的競(jìng)爭(zhēng)比較以及旅游目的地感知形象的需求和差異[76-79]。如果該目的地的形象感知特色不突出、營(yíng)銷管理不得力，旅游者的旅行選擇
幾率將大大減少[80]。
2 國(guó)內(nèi)研究現(xiàn)狀綜述
近年來，我國(guó)旅游學(xué)者在吸取了國(guó)外研究成果的基礎(chǔ)上，拓展了旅游形象感知的理論領(lǐng)域，特別對(duì)旅游形象設(shè)計(jì)的概念、內(nèi)涵和營(yíng)銷等方面做了很多的實(shí)證研究，取得了很大進(jìn)展。林炎提出了旅游形象設(shè)計(jì)是我國(guó)旅游城市面臨的新課題[81]；陳傳康在旅游形象設(shè)計(jì)的實(shí)踐中，提倡抓住地方文脈進(jìn)行形象設(shè)計(jì)導(dǎo)入，并將企業(yè)形象識(shí)別理念引入了旅游目的地形象策劃中[82]；保繼剛認(rèn)為旅游者感知的旅游形象受到感知距離和目的地的人文事象等因素的影響[83]；王家駿認(rèn)為，如果旅游感知形象和旅游者的期望與偏好之間差異性越大，潛在旅游者選擇的可能性越小，而同一性越大，中選機(jī)率會(huì)增大[84]；吳必虎等則對(duì)中國(guó)居民的旅游目的地行為進(jìn)行了研究[85]；謝飛帆介紹了旅游形象地研究在西方的掘起[86]；張安等則提出了旅游感知形象的策劃設(shè)計(jì)內(nèi)容、方法和旅游感知形象評(píng)價(jià)指標(biāo)體系，認(rèn)為形象感知策劃是多學(xué)科、多階段的系統(tǒng)工程[87]；屈海林、聶獻(xiàn)忠、谷明則分別以香港、上海、大連等城市為例，探討了都市旅游形象營(yíng)銷的思路[88-90]；李蕾蓄則系統(tǒng)地介紹了旅游地形象策略的理論與實(shí)踐[91]；王磊等從旅游主客體的角度，探討了實(shí)際發(fā)射性、傳播發(fā)射性、個(gè)體化、社會(huì)化等旅游目的地形象與旅游形象感知的主客體關(guān)系[92]；宋章海從旅游者感知出發(fā)，探討了旅游目的地形象的可感知性與不可感知性，提出了應(yīng)用正確運(yùn)用旅游形象要素進(jìn)行營(yíng)銷策劃的觀點(diǎn)[93]；謝朝武等則探討了旅游形象感知策劃的系統(tǒng)組織程序，提出了旅游形象策劃的參與型組織模式[94]。
3 結(jié)論
國(guó)外同類研究，從研究?jī)?nèi)容而言，主要集中在旅游形象感知的影響因素、形象感知類型、形象感知行為模式、形象感知營(yíng)銷的研究等方面；從研究方法而言，不但有定性研究，而且有定量研究；從技術(shù)方法而言，不但有單因子分析，更有多因子分析，有的還運(yùn)用了GIS及SPSS等研究手段；從研究區(qū)域而言，不但有國(guó)內(nèi)旅游形象的感知研究，而且有跨國(guó)多目的地的旅游形象感知研究；從研究結(jié)果而言，相當(dāng)?shù)难芯拷Y(jié)果依賴于市場(chǎng)抽樣調(diào)查數(shù)據(jù)，結(jié)果分析具有客觀性，主要為旅游企業(yè)營(yíng)銷管理提出市場(chǎng)定位戰(zhàn)略。
國(guó)內(nèi)同類研究，從研究?jī)?nèi)容而言，主要是對(duì)區(qū)域性旅游目的地形象的策劃研究；從研究方法而言，大多是對(duì)旅游形象策劃的定性研究，對(duì)定量研究則處于起始階段；從研究區(qū)域而言，只局限于對(duì)國(guó)內(nèi)和區(qū)域性旅游形象的策劃及設(shè)計(jì)研究；從研究結(jié)果而言，相當(dāng)?shù)难芯砍晒菑膮^(qū)域性旅游市場(chǎng)開發(fā)，具有主觀性，主要為地方政府經(jīng)濟(jì)和社會(huì)的戰(zhàn)略發(fā)展提出建議及對(duì)策。
【參考文獻(xiàn)】
[1] Goodall,B.How Tourists Choose Their Holidays:An Analytical Framework[A].In Marketing in the Tourism Industry:The Promotion of Destination Regions[C].edited by B.Goodall and G.Ashworth.London:Routledge,1990,pp.1-17.
[2] Gartner,L.Image Formation Process[A].In Communication and Channel Systems in Tourism Marketing[C].edited by Muzaffer Uysal and Daniel R.Fesenmaier.New York:Haworth,
1993,pp.191-215.
[3] Fakeys,P.C.,and J.L.Crompton.Image Differences between Prospective,First-Time,and Repeat Visitors to the Lower Rio Grande Valley [J].Journal of Travel
Research,1991,30(Fall):10-16.
[4] Boulding,K.The Image.Ann Arbor:University of Michigan Press[M].1956.
[5] Gartner,C.M.The Meaning and Measurement of Destination Image.[J].Journal of Tourism Studies,1991,2(2):2-12.
[6] Chon,K.S.The Role of Destination Image in Tourism:A Review and
Discussion[J].The Tourist Review,1990,2:2-9.
[7] Moutinho,L.Vacation Tourist Decision Process[J].The Quarterly Review
; of Marketing,1984,9(spring):8-17.
[8] Woodside,A.G.,and S.Lysonski.A General Model of Traveler Destination
Choice[J].Journal of Travel Research,1989,16(winter):8-14.
[9] Um,S.,and J.L.Crornpton.The Roles of Perceived Inhibitors and Facilitates in
Pleasure Travel Destination Decisions[J].Journal of Travel Research,1992,30(3):18-25.
[10] Gensch,D.H.Image-Measurement Segmentation[J].Journal of Marketing Research,1978,15:384-394.
[11] Goodrich,J.N.A New Approach to Image Analysis through Multidimensional Scaling[J].Journal of Travel Research,1977,16(3):3-7.
[12] Pearce,P.L.Perceived Changes in Holiday Destinations[J].Annals of Tourism Research,1982,9:145-164.
[13] Phelps,A.Holiday Destination Image-The Problems of Assessment:An Example Developed in Menorca[J].Tourism Management,1986,7(3):168-180.
[14] Calantone,R.1.,C.A.di Benedetto.A.Hakam,and D.C.Bojanic.Multiple Multinational
Tourism Positioning Using Correspondence Analysis[J].Journal of Travel Research,1989,28(2):25-32.
[15] Echtner,C.,and J.R.B.Ritchie.The Measurement of Destination Image:An Empirical
Assessment[J].Journal of Travel Research,1993,22(4):3-13.
[16] Milman,A.,and A.Pizam.The Role of Awareness and Familiarity with a Destination:
The Central Florida Case [J].Journal of Travel Research,1995,33(3):21-27.
[17] Mayo,E.J.,and L.P.Jarvis.The Psychology of Leisure Travel[M].Boston:
CBI.1981.
[18] Anderssen,P.,and R.T.Colberg.Multivariate Analysis in Travel Research:A Tool for
Travel Package Design and Market Segmentation[M].In the Fourth Annual Conference Proceedings of TTRA.Sun valley,ID:Travel&nb
sp;
and Tourism Research Association,1973,pp.225-238.
[19] Goodrich,J.N.The Relationship between Preferences for and Perceptions
of
Vacation Destinations[J].Journal of Travel Research,1978,16(Fall):8-13.
[20] Po-Ju Chen;Deborah L Kerstetter.International students' image of rural Pennsylvania
as a travel destination[J].Journal of Travel Researc,1999,29(Feb):256-266.
[21] Lewis,Barbara R.Service Quality:An International Comparison of Bank Customers'
Expectations and Perceptions [J].Journal of Marketing Management,1991,7(1):
47-62.
[22] Mayo,Edward J.,and Lance P.Jarvis.The Psychology of Leisure Travel:Effective
Marketing and Selling of Travel Services[M].Boston:CBI.1981.
[23] Crompton,J.L.An Assessment of the Image of Mexico as a Vacation Destination
and the Influence of Geographical Location upon That Image[J].Journal of Travel Research,1979,17(spring):18-23.
[24] Anderssen,P.,and R.T.Colberg.Multivariate Analysis in Travel Research:A Tool for
Travel Package Design and Market Segmentation[M].In the Fourth Annual Conference Proceedings of TTRA.Sun Valley,ID:Travel
and Tourism Research Association,1973,pp.225-238.
[25] Goodrich,J.N.The Relationship between Preferences for and perceptions of
Vacation Destinations[J].Journal of Travel Research,1978,16(Fall):8-13.
[26] Garther,W.C.Temporal influences on Image Change[J].Annals of Tourism Research,1986,13:635-644.
[27] Fenton,M.,and P.Pearce.Multidimensional Scaling and Tourism Research[J].Annals of Tourism&nbs
p; Research,1988,15:236-254.
[28] Gartner,L.Tourism Image:Attribute Measurement of State Tourism Products using
Multidimensional Techniques[J].Journal of Travel Research,1989,28(Fall):16-22.
[29] Crompton,J.L,P.C.Fakeye,and Chi-Chuan Lue.Positioning:The Example of the Lower Rio Grande Valley in the Winter
Long Stay Destination Market[J].Journal of Travel Research,1992,31(Fall):20-26.
[30] Baloglu,S.,and il.Brinberg.Affective Images of Tourism Destinations[J].Journal of Travel Research,1997,35(4):11-15.
[31] Van Raaij,W.Fred,and Dick A.Francken.Vacation Decisions,Activities,and Satisfactions
[J].Annals of Tourism Research,1984,11:101-112.
[32] John.T..Coshall.Measurement of tourists' images:The repertory grid
approach[J].Journal of Travel Research,2000,38(Aug):85-89.
[33] Dann,G..Anomie Ego-Enhancement and Tourism[J].Annals of Tourism Research,1977,17:155-169.
[34] Crompton,J..Motivation for Pleasure Vacation[J].Annals of Tourism Research,1979,6:408-424.
[35] Iso-Ahola,S..Toward a Social Psychological Theory of Tourism Motivation:A Rejoinder
[J].Annals of Tourism Research,1982,9:156-262.
[36] Uysal,M.,and C.Jurowski.An Empirical Testing of the Push and Pull Factors of
Tourism Motivations[J].Annals of Tourism Research,1993,21:844-846.
[37] Gunn,C..Vacationscape.Austin:Bureau of Business Research[M].University of Texas.1992.
[38] Fakeye,,P.and J.Crompton.Image Differences between Prospec five,
First-Time,and Repeat Visitors to the Lower Rio Grande Valley[J].Journal of Travel Research,1991,29(2):10-16.
[39] Gartner,W.C..Image Formation Process[J].,Journal of Travel an
d Tourism Marketing,1993,2:199-212.
[40] Gartner,W.C..Tourism Image:Attribute Measurement of State Tourism Products
Using Multidimensional Scaling Techniques[J].Journal of Travel Research,1989,
28(2):16-20.
[41] Echtener,C.,and J.R.B.Ritchie.The Measurement of Destination Image:An
Empirical Assessment[J].Journal of Travel Research,1993,22(4):3-13.
[42] Russel,J.A..A Circumplex Model of Affect[J].Journal of Personalitv and Social Psychology,1980,39(6):1161-1178.
[43] Baloglu,S.,and il. Brinberg.Affective Images of Tourism Destinations[J].Journal of Travel Research,1997,35(4):11-15.
[44] Russel,J.A.,and G.Pratt.A Description of Affective Quality Attributed to Environment[J].Journal of Personality and Social Psychology,1980,38(2):311-322.
[45] Russel,1.A.,L.M.Ward,and G.Pratt.Affective Quality Attributed to
Environments:
A Factor Analytic Study [J].Environment and Behavior,1981,13(3)259-288.
[46] Russel,J.A.,and J.Snodgrass.Emotin and Environment[A].In Handbook of Environmental Psychology[C].edited by D.Stockols and I.Altman.New York:John Wiley,1987,pp.245-280.
[47] Robert Waryszak.An Examination of the Role of Beneficial Iimage in
Tourist
Destination Selection[J].Journal of Travel Research,2000,Aug:37-44.
[48] McLellan.R.W.,and K.D.Foushee.Negative Images of the United States as
Expressed by Tour Operators from Other Countries[J].Journal of Travel Research,1982,22(Summer):2-5.
[49] Crompton.J.L.,and C.W.Lamb.Marketing Government and Social
Services[M].New York:John Wiley.1986.
[50] Carmen Tideswell,Bill Faulkner.Multidestination Travel &nbs
p;Pattems of Intemational
Visitors to Queensland[J].Journal of Travel Rosearch,1999,May:364-374.
[51] Lue,C.C.,J.L.Crompton,and D.R.Fesenmaier.Conceptualisation of Multi-Destination Pleasure Trips[J].Annals of Tourism Research,1993.20:289-301.
[52] Lue,C.C.,J.L.Crompton,and W.P.Stewart.Evidence of Cumulative Attraction in
Multidestination Recreational Trip Decisions[J].Journal of Travel Research,1996,35(Summer):41-49.
[53] Seyhmus Baloglu,Ken W.McCleary.U.S.International Pleasure Travelers' Images
of Four Mediterranean Destinations:A Comparison of Visitors and Non-visitors[J].Journal of Travel Research,1999,Nov:144-152.
[54] Gartner,W.C.,Tourism Image:Attribute Measurement of State Tourism Prodects
Using Multidimensional Scaling Techniques[J].Journal of Travel Research,1989,
28(2):16-20.
[55] Gamer,W.C.,and J.Hunt.An Analysis of State Image Change over a
Twelve-Year Period(1971-1983)[J].Journal of Travel Research,1987,26(2):15-19.
[56] Echtner,C.,and J.R.B.Ritchie.The Measurement of Destination Image:An Empirical
Assessment[J].Journal of Travel Research,1993,22(4):3-13.
[57] Milman,A.,and A.Pizam.The Role of Awareness and Familiarity with a
Destination:The Central Florida Case[J].Journal of Travel Research,1995,33(3):21-27.
[58] Court,B.,and R.A.,Lupton.Customer Portfolio Development:Modeling Destination
Adopters,Inactive,and Rejecters[J].Journal of Travel Research,1997,35(1):35-43.
[59] Joseph Sirgy,Chenting Su.Destination Limage,Self-congruity,and Travel Behavior:Toward and Integrative Model[J].Journal of Travel Research,2000,May:340-352.
[60] Salah,S.Hassan.Determinants of Market &n
bsp;Competitiveness in an Environmentally
Sustainable Sourism Industry[J].Journal of Travel Research,2000,Feb:239-245.
[61] Um,S,J.L.Crompton.The Roles of Perceived Inhibitors and Facilitates in Pleasure
Travel Destination Decisions[J].Journal of Travel Research,1992,30(3):18-25.
[62] Kotler,P.,and H.Barich.A Framewor for Marketing Image Management[J].Sloan Management Review,1991,32(2):94-104.
[63] Sheth,J.N.,B.I.Newman,and B.L.Gross.Cons-umption Values and Market Choices[M].Cincinnati,OH:South-Western.1991.
[64] Andes,N..Social Class and Gender:An Empirical Evaluation of Occupational
Stratification[J].Gende & Society,1992,6(2):231-251.
[65] Chafetz,J.S.,J.Lorence,and C.Larosa.Gender Depictions of the Professionally
Employed:A Content Analysis of Trade Publications,1960-1990[J].Sociological Perspectives,1993,36(1):63-82.
[66] Skelly,G.U.,and W.J.Lundstrom.Male Sex Roles in Magazine Advertising,
1959-1979[J].Journal of Communication,1981,31(4):52-57.
[67] Tuchman,G..Women's Depiction by the Mass Media[M].Signs,1979,4:528-542.
[68] Ercan Sirakayam,Sevil Sonmez.Gender Images in State Tourism Brochures:An
Overlooked Area in Socially Responsible Tourism Marketing.[J].Journal of Travel Research,2000,May:323-362.
[69] Butler,R.W..The Concept of a Tourist Area Cycle of Evolution:Implications
for
Management of Resources[J].Canadian Geographer,1980,24(1):7.
[70] Garner,W.C.,and J.Hunt.An Analysis of State Image Change over a
Twelve-Year Period(1971-1983)[J].Journal of Travel Research,1987,26(2):15-19.
[71] Ahmed,Z.U..The Influence of the Components of a State
's Tourist Image on
Product Positioning Strategy[J].Tourism Management,1991,12(December):331-340.
[72] Calantone,R.J,C.A.di Benedetto,A.Hakam,and D.C.Bojanic.Multiple Multinational
Tourism Positioning Using Correspondence Analysis[J].Journal of Travel Research,1989,28(Fall):25-32.
[73] Crompton,J.L.,P.C.Fakeye,and Chi-Chuan Lue.Positioning:The Example of the Lower Rio Grande Valley in the
Winter Long Stay Destination Market[J].Journal of Travel Research,1992,31(Fall):
20-26.
[74] Kotler,P.,D.H.Haider,and I.Rein.Marketing Places:Attracting Investment,Industry,and
Tourism to Cities,States,and Nations[M].New York:Free Press.1993.
[75] Echtner,C.M.,and J.R.Brent Ritchie.The Measurement of Destination Image:An
Empirical Assessment[J].Journal of Travel Research,1993,31(Spring):3-13.
[76] Aaker,D.A.,and J.G.Shansby.Positioning Your Product[J].Business Horizons,1982,May-June:56-62.
[77] Javalgi,R.G.E.G.,Thomas,ans S.R.Rao.U.S.Pleasure Travelers' Perceptions of Selected
European Destinations[J].European Journal of Marketing,1992,26(7):45-64.
[78] Crompton,J.L.,P.C.Fakeye,and Chi-Chuan Lue.Positioning:The Example of the Lower Rio Grande Valley in the Winter
Long Stay Destination Market[J].Journal of Travel Research,1992,31(Fall):20-26.
[79] Ahmed,Z.U..The Influence of the Components of a State's Tourist Image on
Product Positioning Strategy[J].Tourism Management,1991,12 (December):331-340.
[80] Mayo,E.J.,and L.P.Jarvis.The Psychology of Leisure Travel[M].Boston:CBI.
1981.
[81] 林炎.旅游形象設(shè)計(jì)：我國(guó)旅游城市面臨的新課題[J].北京第二外國(guó)語(yǔ)學(xué)院學(xué)報(bào)，1995,(3).
[82] 陳傳康，等.神仙世界與泰山文化旅游城的形象策劃[J].旅游學(xué)刊，1996,(1).
[83] 保繼剛，等.旅游開發(fā)研究——原理、方法、實(shí)踐[M].北京：科學(xué)出版社，1996.
[84] 王家駿.旅游者對(duì)旅游目的地的選擇——旅游決策行為研究[A].旅游地理縱橫談[C].1997.
> [85] 吳必虎，等.中國(guó)城市居民旅游目的地選擇行為研究[J].地理學(xué)報(bào)，1997,(2).
[86] 謝飛帆.旅游地形象研究在西方的崛起[J].社會(huì)科學(xué)家，1998,(1)
[87] 張安，任黎秀，丁登山.試論旅游地DI設(shè)計(jì)[J].社會(huì)科學(xué)家，1998,(4).
[88] 屈海林，邱漢琴.香港都市旅游的形象及競(jìng)爭(zhēng)優(yōu)勢(shì)[J].旅游學(xué)刊，1996,(1).
[89] 聶獻(xiàn)忠.旅游形象建設(shè)與都市旅游業(yè)發(fā)展——以香港、上海為例[J].城市規(guī)劃匯刊，1998,(1).
[90] 谷明.大連城市旅游形象定位及整體策劃[J].旅游學(xué)刊，2000,(5).
[91] 李蕾蕾.旅游地形象策劃：理論與實(shí)務(wù)[M].廣州：廣東旅游出版社，1999.
[92] 王磊，趙西萍.旅游目的地形象的內(nèi)涵研究[J].西安交通大學(xué)學(xué)報(bào)（社科版），1999,(1).
[93] 宋章海.從旅游者角度對(duì)旅游目的地形象的探討[J].旅游學(xué)刊，2000,(1).
[94] 謝朝武，黃遠(yuǎn)水.論旅游地形象策略的參與型組織模式[J].旅游學(xué)刊，2001,(2).
【旅游感知形象研究綜述】相關(guān)文章：
鄭觀應(yīng)研究綜述02-24
鄭觀應(yīng)研究綜述08-07
道教音樂研究綜述02-20
個(gè)人研究過程綜述08-24
綜述德育課程概念研究08-24
關(guān)于網(wǎng)絡(luò)經(jīng)濟(jì)的研究綜述02-20
電子政務(wù)研究之綜述08-05
出土楚文獻(xiàn)文字研究綜述08-07