CAJ | 학술논문

根据格式塔心理学理论，借用拼图和七巧板概念进一步阐释旅游目的地形象定义、维度和属性，构建旅游目的地形象拼图过程模型，提出可用于对比研究目的地形象的测评指标体系，并以中国国际旅游形象为例进行实证分析。结果表明：（1）目的地形象是人们对自己大脑中获得的有关旅游目的地各种信息“零片”进行“拼图”的结果。（2）“拼图”过程是导致目的地形象具有复杂性、多样性和动态性的根本原因，也是目的地形象策划和形象营销能产生市场劝说作用的依据所在。（3）目的地形象可划分为旅游吸引物、基础设施、休闲和娱乐、环境和地方氛围等5个维度，每个维度包含不同的属性。（4）旅游者了解的目的地形象维度越完整、每个维度的属性越丰富，其对目的地的形象拼图结果越接近目的地实际情况。（5）目的地形象形成过程包括零片阶段、拼图阶段、情感评价和意动等四个阶段及自发拼图形成原生形象、自觉拼图形成认知形象和修正拼图形成整体形象3个渐进过程。（6）目的地形象可用 D m、L a、H 、E 和 D 等指标定量测评。
근거격식탑심이학이론，차용병도화칠교판개념진일보천석여유목적지형상정의、유도화속성，구건여유목적지형상병도과정모형，제출가용우대비연구목적지형상적측평지표체계，병이중국국제여유형상위례진행실증분석。결과표명：（1）목적지형상시인문대자기대뇌중획득적유관여유목적지각충신식“령편”진행“병도”적결과。（2）“병도”과정시도치목적지형상구유복잡성、다양성화동태성적근본원인，야시목적지형상책화화형상영소능산생시장권설작용적의거소재。（3）목적지형상가화분위여유흡인물、기출설시、휴한화오악、배경화지방분위등5개유도，매개유도포함불동적속성。（4）여유자료해적목적지형상유도월완정、매개유도적속성월봉부，기대목적지적형상병도결과월접근목적지실제정황。（5）목적지형상형성과정포괄령편계단、병도계단、정감평개화의동등사개계단급자발병도형성원생형상、자각병도형성인지형상화수정병도형성정체형상3개점진과정。（6）목적지형상가용 D m、L a、H 、E 화 D 등지표정량측평。
For more in-depth understanding of tourism destination image (TDI),according to Gestalt psychology theory,jigsaw puzzle and tangram concepts were borrowed to further explain the definition of the concept of tourism destination image,its dimensions and properties,and a tourism destination image puzzles process model that can be used to comparative study of TDI was built.Furthermore,a case study of the China international tourism image was analyzed.The main conclusions are as follow:(1)TDI is the “puzzle result”of information fragment that people getting form multiple channels about a tourism destination,not just an individual′s overall perception or total set of impressions of a destination.(2)The “puzzle process”leads to the complexity,diversity and dynamic of the TDI and it is the reason why the TDI planning and marketing can produce market persuade effects.(3)The TDI can be defined in five dimensions, including tourist attraction, infrastructure, leisure and recreation, environment and local atmosphere,and each dimension contains different properties.(4)The more complete tourism destination image dimensions,and the more abundant each dimension attribute,the tourist′s image puzzle result is the closer to the actual destination.(5)The TDI formation process contains four stages and three procedures.The four stages are fragment stage,puzzle stage,emotional evaluation and conation,the three procedures are spontaneous formation of native image puzzle, initiative formation of cognitive image and corrective formation of overall image.(6)Four index for measuring the TDI are put forward in the paper.Those are the degree of matching (D m)used to measure the goodness of fit between the marketing image and planning image,the level of awareness (L a ) of the market consistency, the dimension attributes diversity index (H ), evenness index (E)and dominance index (D)for quantitative evaluation and comparing of TDI.