CAJ | 학술논문

运用自编的＂旅游目的地形象评价调查问卷＂,调查韩国团队游客对杭州旅游目的地形象的评价。结果表明：韩国团队游客对杭州旅游目的地形象的总体评价比较高。在对杭州旅游目的地形象各因子的评价上,韩国团队游客对杭州的＂自然资源＂、＂历史景观＂和＂文化景观＂的认可度较高;对＂旅游活动＂、＂娱乐和夜生活＂的评价相对较低;50岁以上组群对杭州旅游目的地形象的感受要好于年轻组群;回头客与初次客相比,对杭州旅游目的地形象有更好的评价。
운용자편적＂여유목적지형상평개조사문권＂,조사한국단대유객대항주여유목적지형상적평개。결과표명：한국단대유객대항주여유목적지형상적총체평개비교고。재대항주여유목적지형상각인자적평개상,한국단대유객대항주적＂자연자원＂、＂역사경관＂화＂문화경관＂적인가도교고;대＂여유활동＂、＂오악화야생활＂적평개상대교저;50세이상조군대항주여유목적지형상적감수요호우년경조군;회두객여초차객상비,대항주여유목적지형상유경호적평개。
Applying the self-made ＂The Evaluation of Tourist Destination Images Questionnaire＂,this paper investigates into South Korean package tourists＇ evaluation of Hangzhou tourist destination images.The results indicate that South Korean tourists＇ overall evaluation is relatively high.As to each factor,Hangzhou＇s ＂natural resources＂,＂historical landscape＂ and ＂cultural landscape＂ win a larger degree of recognition;the evaluation of ＂tourist activities＂,＂entertainment and night life＂ is relatively low;the 50-year-old age group have better feelings of Hangzhou tourist destination images than the young group;and compared with initial customers,repeat customers have a better evaluation of Hangzhou tourist destination images.