CAJ | 학술논문

旅游形象测量是诊断旅游目的地问题的有效手段.本文将旅游形象的测量内容分为旅游资源、旅游产品、旅游环境、基础设施与配套、公共管理与服务五大构成要素,共36个测量因子.采用以结构法测量为主、非结构法测量为辅的研究方法.以IPA法为基础,得出昆明市旅游形象整体上的实际表现,需要重点改进的形象因子为住宿、交通、购物、娱乐、环境卫生和旅游宣传.通过问卷调查,识别外地人了解昆明的主要途径和最能代表昆明的旅游景区(点),并对"昆明天天是春天"旅游口号和"春城"称号做了测量,进一步对昆明需要重点改进的6个形象因子存在的主要问题做了问卷调查诊断.
여유형상측량시진단여유목적지문제적유효수단.본문장여유형상적측량내용분위여유자원、여유산품、여유배경、기출설시여배투、공공관리여복무오대구성요소,공36개측량인자.채용이결구법측량위주、비결구법측량위보적연구방법.이IPA법위기출,득출곤명시여유형상정체상적실제표현,수요중점개진적형상인자위주숙、교통、구물、오악、배경위생화여유선전.통과문권조사,식별외지인료해곤명적주요도경화최능대표곤명적여유경구(점),병대"곤명천천시춘천"여유구호화"춘성"칭호주료측량,진일보대곤명수요중점개진적6개형상인자존재적주요문제주료문권조사진단.
Tourism image measurement is an effective way for problem diagnosis of tourism destination. This paper divided the measure-ment of tourism image into five major elements with 6 measurement factors. The research method is mainly structure, supplemented by non-structure measurement. Based on the Importance Performance Analysis (IPA),the paper concludes that the actual performance of the whole tourism image of Kunming is below the public expectation. The first priority should be given to the enhancement of the six image factors---accommodation, transportation, shopping, entertainment, sanitation, as well as tourism advertisement——so as to improve the tourism image of Kunming. The author also designed a questionnaire for non-local tourists to indicate their impression of the city. The survey measured the theme of"It is spring everyday in Kunming" and"the Spring City". The main problems to be solved in the six image factors were also dealt with in the questionnaire.