北京第二外国语学院学报

Journal of Beijing International Studies Universit ›› 2015, Vol. 37 ›› Issue (7): 64-.

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Tourism Destination Image Measurement and Problem Diagnosis Based on the IPA——Taking Kunming city as an Examplem

Xu Youlong1,2 / Zhong Hui2 / Tian Li2   

  1. 1.Tourism Department, Guilin University of Technology, Guilin541004, China; 2. School of
    Business Administration and Tourism Management, Yunnan University, Kunming 650091, China
  • Received:2014-12-19 Published:2015-07-30

基于IPA 法的旅游目的地形象测量与问题诊断——以昆明市为例

徐尤龙1,2　钟　晖2　田　里2   

  1. 1. 桂林理工大学旅游学院 广西桂林 541004；2. 云南大学工商管理与旅游管理学院 云南昆明 650091
  • 作者简介:徐尤龙（1985—　），男，湖北阳新人，桂林理工大学旅游学院讲师，研究方向为旅游经济、旅游形象。 钟晖（1985—　），男，山东潍坊人，云南大学工商管理与旅游管理学院博士研究生，研究方向为旅游经济、旅游规划。 田里（1961—　），男，云南昆明人，云南大学工商管理与旅游管理学院院长、教授、博士研究生导师，主要研究方向为旅游经济、旅游规划。
  • 基金资助:
    云南大学研究生科研创新项目（YNUY201379）。

Cited

2

Abstract: Tourism image measurement is an effective way for problem diagnosis of tourism destination. This paper divided the measurement of tourism image into five major elements with 6 measurement factors. The research method is mainly structure, supplemented by nonstructure 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.

Keywords: the Importance Performance Analysis (IPA); tourism image measurement; problem diagnosis; Kunming

摘要： 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。

关键词: IPA 法, 旅游形象测量, 问题诊断, 昆明