政府行为对旅游目的地形象的影响机制——基于扎根理论的探索性研究

旅游业发展多由政府主导，明晰政府行为对旅游形象的影响机制，促进地区旅游产业优化升级已成为一个亟待解决的关键问题。文章基于“一部手机游云南”的案例，运用扎根理论，研究政府行为与旅游目的地形象间的关系。提取出动因、生产性行为、调节性行为、营销性行为和保护性行为5个主范畴，构建政府行为对旅游目的地形象的影响机制模型，并提出政府行为对提升旅游目的地形象的对策建议。本研究的发现为政府提升旅游目的地形象提供理论指导，以期促进云南旅游业的健康发展。

The Influencing Mechanism of Government Behavior on Tourist Destination Image: A Study Based on Grounded Theory

The development of tourism is mainly led by the government. It has become a major problem to be solved to make clear the influencing mechanism of government behavior on tourism image and promote the optimization of regional tourism industry. Based on the case of Go-Yunnan, this paper adopts grounded theory to study the relationship between government behavior and tourism destination image, and explores the mechanism of government behavior on tourism destination image. It focuses on five main categories, that is, motivations, productive behaviors, regulatory behaviors, marketing behaviors and protective behaviors, constructs the mechanism model of the influence of government behavior on the image of tourist destinations, and puts forward the suggestions for improving the image of tourist destinations. The findings of this study provide some theoretical guidance for the government to improve the image of tourism destinations in order to promote the healthy development of tourism in Yunnan province.