旅游感知形象研究综述
1.1 旅游形象感知的影响因素研究
Goodrich、Pearce、Phelps、Calantone、Echtner和Ritchie以及Milman和Pizam分析研究了旅游目的地感知形象的影响因素，认为旅游感知形象与旅游者或潜在旅游者的行为动机、旅游决策、服务质量的感受以及满意程度等因素存在密切关系[11-16]Mayo认为旅游感知形象的影响因素主要体现在景色、气候和交通等方面的差异[17]。Anderssen和Collberg也作了类似研究，发现目的地的感知形象存在8种属性差异[18]。Goodrich则对旅游者关于旅游目的地感知和判断的相似性做了评估，发现旅游者选择旅游目的地时，在娱乐和文化生活模式方面有相似性影响因素[19]。Po-Ju and Deborah在调查中发现，旅游目的地形象主要取决于旅游者或潜在旅游者的行为和社会人口等统计变量[20]。态度、行为和社会阶层方面的文化差异，会影响旅游形象的感知[21,22]，在旅游目的地吸引下，在旅游客源国的影响下，不同文化背景、不同国家的旅游者会产生不同的旅游满意度；收入较低和教育水平较低的旅游者、低层社会的旅游者、老年旅游者对旅游形象感知的期望较低，会认为到国外度假是奢侈消费，因而旅游满意度较高。
由于旅游决策归因于目的地形象，国外许多研究者试图解释影响选择目的地感知形象的因素，Crompton的实证研究表明，不是所有的形象因素都会影响旅游决策[23]。旅游形象的感知属性，可以通过感知的目的地之间的类似性，识别旅游目的地形象相对于其他目的地形象的优势与劣势[24-31]。John认为通过RG方法对旅游感知形象进行评估，避免了其它方法所产生的固有偏见，使旅游感知形象更利于解释旅游者或潜在旅游者各自特有的旅游环境结构，更有可能成为决策的相关因素[32]。Dann、Crompton、Iso-A-hola、Uysal和Jurowski则根据推拉理论，认为旅游者以及潜在旅游者的旅游动机，从本质上受制于旅游者对旅游目的地的感知形象，理解旅游者所感知的旅游目的地形象能够有助于更好的研究旅游者以及潜在旅游者行为动机以及相关因素[33-36]。
1.2 旅游形象感知的类型研究
Gunn把旅游者或潜在旅游者形成的旅游感知形象概括为原生形象和诱导形象，原生形象指潜在旅游者还未到旅游目的地之前所形成旅游感知形象，而诱导形象则在旅游者实地旅游之后形成[37]。Fakeye和Crompton在此基础上，进一步把旅游者和潜在旅游者所形成的旅游感知形象概括为原生形象、诱导形象和混合形象[38]。Gartner在旅游感知形象形成过程的研究中，把旅游感知形象分为明显诱导、隐藏诱导、自主原生等8个类型[39]。Gartner和Hunt在旅游感知形象变化的分析研究中指出，由原生形象和诱导形象构成的混合形象，决定着旅游感知形象在非本地居民和旅游者的变化[40]。Echtner和Ritchie为了构建更为精确的旅游感知形象，衡量旅游者所形成的海外旅游目的地感知形象，分析了许多旅游目的地感知形象的类型特性，对旅游感知形象的评估起了很大作用[41]。
Baloglu和Brinberg则提出了旅游形象情感模型，运用了Russel等提出的情感环绕丛模型，由于旅游目的地的积极与消极形象的差异，旅游感知形象的情感模型可以作为旅游市场战略定位手段[42-46]。Robert认为旅游感知形象是心理预景，只有积极的旅游形象才能影响潜在旅游者，可以运用分类法对旅游目的地积极的感知形象进行分析[47]。只有当积极的形象对旅游者的影响超过了消极形象的影响时，潜在的旅游者才会选择该旅游目的地[48]。由于旅游感知形象具有持续性，形象无论是积极的还是消极的，在一段时间内一般不会改变[49]；实际上，旅游感知形象无论是积极的还是消极的，在形成旅游目的地因素改变后，仍可持续相当时间；同时，由于潜在旅游者的体验经历、文化背景、地理缘源、对目的地的熟悉程度、以及对目的地的期望值不同，因而对目的地形象感知也会有所不同或改变。
1.3 旅游形象感知的行为模式研究
Carmen等认为大多数旅游者在旅行时，会选择一个以上的旅游目的地，然而，对多目的地旅行的感知模式结构研究仍相当薄弱[50]。Lue、Crompton和Fesenmaier关于多目的地旅行的感知行为模式研究，以及Lue、Crompton和Stewart对特定地区的多目的地旅行的感知行为模式的实验性研究，证实了许多因素与多目的地旅行的感知行为模式有关[51,52]。Seyhmus和Ken发现不同的旅游目的地形象，在旅游者和潜在旅游者中存在明显差异[53]。尽管大量研究都认为旅游形象的感知研究对旅游地形象起着重要作用，旅游感知形象影响着旅游行为选择，但衡量旅游目的地的最主要特性仍需探讨，研究旅游感知形象、预测旅游者旅游感知选择行为模式仍需深入[54-58]。Joseph和Chenting在此基础上，运用消费研究中的自我概念，解释了旅游形象感知的行为基础，建立了旅游目的地感知形象自我协调的综合旅游行为模式[59]。
1.4 旅游感知形象的营销管理研究
旅游目的地的发展必须着眼于对潜在旅游者的有效促销与引导，目的地管理应为旅游目标客源市场提供特殊、长期、有效、有吸引力的旅游感知形象[60,61]。Kotler和Barich认为旅游感知形象应建立在旅游者对旅游产品和旅游服务的利益、价值的预先假设基础之上[62]。Sheth,Newman,Gross建立了旅游感知形象的市场选择消费模型，包括功能、社会、情感、认知、环境等多维消费营销管理的价值研究[63]。由于女性社会地位和出游率不断提高[64-67]，Ercan and Sevil认为旅游市场营销者、广告宣传者和旅游目的地促销者，应注意旅游营销中男性和女性的关系[68]。Butler根据游客需求周期理论，认为新型旅游目的地感知形象的市场营销可能会过度吸引游客，当供给方需求的推动力增加时，超过了目的地承载力的临界线，旅游者就会不再选择这个旅游目的地[69]。Gartner依据Gartner and Hunt的研究数据，运用了多层面的尺度分析，以帮助市场营销者确定更为有效的旅游市场细分[70]。
在国际旅游市场竞争中，旅游目的地营销不但要充分了解旅游者心目中的感知旅游形象，而且还要对竞争对手的旅游目的地形象深入了解，目的地营销人员应充分了解自身与竞争者的长处和短处，以便拓展旅游市场定位战略[71,72]。旅游市场战略定位是旅游者心目中对旅游目的地树立与众不同旅游形象的感知过程[73-75]。拓展旅游战略定位包括目标客源市场中的目的地形象感知识别、旅游目的地感知形象的竞争比较以及旅游目的地感知形象的需求和差异[76-79]。如果该目的地的形象感知特色不突出、营销管理不得力，旅游者的旅行选择几率将大大减少[80]。
2 国内研究现状综述
近年来，我国旅游学者在吸取了国外研究成果的基础上，拓展了旅游形象感知的理论领域，特别对旅游形象设计的概念、内涵和营销等方面做了很多的实证研究，取得了很大进展。林炎提出了旅游形象设计是我国旅游城市面临的新课题[81]；陈传康在旅游形象设计的实践中，提倡抓住地方文脉进行形象设计导入，并将企业形象识别理念引入了旅游目的地形象策划中[82]；保继刚认为旅游者感知的旅游形象受到感知距离和目的地的人文事象等因素的影响[83]；王家骏认为，如果旅游感知形象和旅游者的期望与偏好之间差异性越大，潜在旅游者选择的可能性越小，而同一性越大，中选机率会增大[84]；吴必虎等则对中国居民的旅游目的地行为进行了研究[85]；谢飞帆介绍了旅游形象地研究在西方的掘起[86]；张安等则提出了旅游感知形象的策划设计内容、方法和旅游感知形象评价指标体系，认为形象感知策划是多学科、多阶段的系统工程[87]；屈海林、聂献忠、谷明则分别以香港、上海、大连等城市为例，探讨了都市旅游形象营销的思路[88-90]；李蕾蓄则系统地介绍了旅游地形象策略的理论与实践[91]；王磊等从旅游主客体的角度，探讨了实际发射性、传播发射性、个体化、社会化等旅游目的地形象与旅游形象感知的主客体关系[92]；宋章海从旅游者感知出发，探讨了旅游目的地形象的可感知性与不可感知性，提出了应用正确运用旅游形象要素进行营销策划的观点[93]；谢朝武等则探讨了旅游形象感知策划的系统组织程序，提出了旅游形象策划的参与型组织模式[94]
3 结论
国外同类研究，从研究内容而言，主要集中在旅游形象感知的影响因素、形象感知类型、形象感知行为模式、形象感知营销的研究等方面；从研究方法而言，不但有定性研究，而且有定量研究；从技术方法而言，不但有单因子分析，更有多因子分析，有的还运用了GIS及SPSS等研究手段；从研究区域而言，不但有国内旅游形象的感知研究，而且有跨国多目的地的旅游形象感知研究；从研究结果而言，相当的研究结果依赖于市场抽样调查数据，结果分析具有客观性，主要为旅游企业营销管理提出市场定位战略。
国内同类研究，从研究内容而言，主要是对区域性旅游目的地形象的策划研究；从研究方法而言，大多是对旅游形象策划的定性研究，对定量研究则处于起始阶段；从研究区域而言，只局限于对国内和区域性旅游形象的策划及设计研究；从研究结果而言，相当的研究成果是从区域性旅游市场开发，具有主观性，主要为地方政府经济和社会的战略发展提出建议及对策。
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是这个不？还有一点 不过字数不够了
