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旅游地意象研究,有助于了解游客的旅游态度与未来行为,并可据此发展行销策略,是管理者经营决策的重要依据.笔者结合九华山宗教旅游地进行实证研究,结果显示,旅游者对九华山的意象感知较高,且产品意象对游客满意度和游后行为有较大影响.
Abstract：The research on destination image will help us to understand the attitude of tourists and their future behavior.Then destination managers can make marketing strategies according to it.This paper makes an analysis of Jiuhua Mountain from the religious perspective.Results show that tourists have a high image perception on Jiuhua Mountain.And production image has a greater impact on tourists’satisfaction and behavior intention.
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基本信息:
DOI：10.13573/j.cnki.sjzxyxb.2010.06.022
中图分类号:F592.7
引用信息:
[1]江春娥.九华山游客意象感知与游后行为研究[J].石家庄学院学报,2010,12(06):59-63.DOI:10.13573/j.cnki.sjzxyxb.2010.06.022.
2010-11-20
2010-11-20