CAJ | 학술논문

本文搜集并整理了赴疆游客在＂百度旅游＂和＂蚂蜂窝＂旅游类网站发布的游记,从认知和情感两方面分析了新疆旅游目的地形象。分析得出：新疆区域间旅游业发展不平衡,赴疆游客游踪集中;游客对新疆旅游景观感知存在差异,文化感知不突出;旅游活动单一,面向自由行、自驾游的旅游线路和相关设施仍有待完善;旅游服务接待设施有待进一步完善,尤需注意司机旅游接待服务素质的提高。为此,本文认为应制定有效的营销策略,设计出有民族特色的专项旅游产品;完善旅游接待设施,加强对司机旅游接待的管理,以提升游客对新疆旅游目的地的形象感知。
본문수집병정리료부강유객재＂백도여유＂화＂마봉와＂여유류망참발포적유기,종인지화정감량방면분석료신강여유목적지형상。분석득출：신강구역간여유업발전불평형,부강유객유종집중;유객대신강여유경관감지존재차이,문화감지불돌출;여유활동단일,면향자유행、자가유적여유선로화상관설시잉유대완선;여유복무접대설시유대진일보완선,우수주의사궤여유접대복무소질적제고。위차,본문인위응제정유효적영소책략,설계출유민족특색적전항여유산품;완선여유접대설시,가강대사궤여유접대적관리,이제승유객대신강여유목적지적형상감지。
This paper,through collecting tourists＇ travel notes in Xinjiang from such tourism websites as＂Baidu Travel＂and＂Mafengwo＂,analyzed tourism destination image in Xinjiang from both cognitive and emotional aspect. The main conclusions are as follows： tourism development in different regions of Xinjiang is out of balance,places for tourists to Xinjiang to travel are comparatively centralized; tourists＇ perceptions to tourism landscape in Xinjiang are different,and cultural perception is not prominent; tourism activities are simple and single,tourist routes for free line,driving travel and related facilities remains to be perfected; travel service reception facilities are to be bettered,and what＇s more,the quality of the driver＇s tourism reception service should be improved. Therefore,the paper advances that it is of great importance to constitute effective marketing strategies,design specialized tourism products characteristic of ethnic minorities,perfect the tourism reception facilities,strengthen the management of drivers＇ reception,to promote tourists＇ perception to destination image in Xinjiang.