摘 要
全球旅游业伴随着世界经济的发展进入了繁荣时期。中国旅游业的发展最开始注重资源导向，后来认为是市场起导向作用，进入了市场导向时代，之后开始突出产品，进入产品导向的时代，而现在进入了形象导向时代，人们开始注重形象建设，认为它可以带来多方位的效益。如果要清晰准确的认识旅游地的旅游产品、旅游资源、发展方向，就要构建一个符合当地的独特的旅游地形象，这对提高旅游地竞争力有极其重要的意义。基于这样的研究背景，本文选择中山市做为研究对象，结合旅游地理学、旅游学、认知地理学等多种学科交叉研究，通过对当地调研和文献查阅等获得相关资料，采用定性和定量相结合的方法，把中山做为对象进行了研究。本文在进行市场调查之前，先做好了中山市地理文脉的分析，这是进行旅游地形象定位的首要工作，目的是充分了解当地历史文化，以便准确把握其地方独特性所在。之后进行了“受众”调查研究，也是本研究的重中之重。调查分析了游客的行为特征，除此之外，还分析了游客对中山市的本底感知形象、实地感知形象、不良感知形象、整体印象等，且列出影响中山旅游形象的因子，通过因子分析法最终得出影响中山旅游形象的主要因素。
综合以上研究，将中山市旅游形象定位为“文明之源、名人故里、会展之都”，并最终提出“名人故里，会展天堂”的形象口号。
关键词：旅游形象；定位；中山市
An Investigation and Analysis on the Tourism Image and Position of Zhongshan
Abstract
The global tourism industry with the development of the world economy entered the period of prosperity. The development of China’s tourism industry the most begin to pay attention to resource is oriented, then that is the market plays the role of guiding, entered the market – oriented era, after the start of outstanding products, enter the product oriented era, and now into the image oriented era, people begin to pay attention to the image construction, thinks he can bring comprehensive benefit. If you want to clear and accurate understanding of tourism products, tourism resources, development direction, we should construct a consistent with the local unique tourism destination image, which is to improve the tourism destination competitiveness is very important. Based on this research background, this paper chooses Zhongshan city as the research object, combined with the tourism geography, tourism, cognitive geography and other interdisciplinary research, through to the local investigation and literature review, access to relevant information, using a combination of qualitative and quantitative methods, to Zhongshan as the object of study. In this paper the market investigation before, to do the Zhongshan city geographical context analysis, this is the first work of tourism destination image positioning, purpose is to fully understand the local history and culture, in order to accurately grasp its local uniqueness lies. After the” audience” investigation and study, but also the important in the research of. Investigation and analysis of tourist behavior feature, in addition, also analyzed the tourists to Zhongshan city at the perceived image, image, poor perceived image spot perception, overall impression, and list the effects of tourism image of Zhongshan by means of factor analysis factor, finally obtains the effects of main factors of tourism image of Zhongshan.Comprehensive study of the above, the tourism image of Zhongshan city as ” the source, celebrities, exhibition of all”, and finally put forward the ” celebrities, exhibition paradise” image slogan.
Key words: Tourism image; Orientation; Zhongshan City
目 录
