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本文探讨了旅游目的地形象测量的概念与方法。作者认为,目的地形象测量是开展形象设计与推广前的必要步骤,测量结果则是实施形象推广策略的基本依据。形象测量方法可分 “结构法”和“非结构法”两种基本类型。作者运用“非结构法”对南京的旅游形象进行了测量和分析,为了解和进一步提升南京的城市旅游形象提供了方法和依据。
This article explores the concept and method of image measurement of tourist destination. The author believes that the measurement of the destination image is a necessary step before the image design and promotion, and the measurement result is the basic basis for implementing the image promotion strategy. Image measurement method can be divided into “structural law” and “unstructured law” two basic types. The author uses “unstructured law” to measure and analyze the tourism image of Nanjing, which provides a method and basis for understanding and further enhancing Nanjing’s urban tourism image.