旅游景区形象屏蔽的形成及演进研究

屏蔽意指遮蔽、阻挡,旅游景区也存在形象屏蔽现象。从旅游者的角度看,旅游者对景区的认知决定了旅游景区的形象屏蔽实质上是旅游景区感知形象的屏蔽。旅游景区形象屏蔽发端于旅游者对景区的认知,形成于旅游者对景区的比较和选择。所以,旅游景区形象屏蔽是在旅游者对旅游景区的感知中,通过旅游决策行为里的景区感知形象排队所表现出的景区选择次序上的先后和选择结果的去留。＂先者＂感知形象影响力大,屏蔽＂后者＂;＂留者＂感知形象影响力大,屏蔽＂去者＂。旅游景区形象屏蔽的演进表现为三个阶段,即原生性景区形象屏蔽、现实选择性景区形象屏蔽和实地感知性景区形象屏蔽。旅游景区形象屏蔽对于旅游者来说会在一定时空条件下保持某种稳定性,但当条件变化时,旅游景区感知形象屏蔽也必然发生变化。

A Study of the Formation and Evaluation of Image Shielding of Tourist Attractions

Shielding means obscuring or impediment,and the tourist attractions also has the image shielding phenomenon.From tourist＇s angle,their cognition determines that the essence of the tourist attractions＇ image shielding is the sensation image shielding of the tourist attractions.The image shielding of the tourist attractions starts in the tourists＇ cognition of the tourist attractions,forms in the comparison and choice about the tourist attractions.Therefore,the tourist attractions＇ image shielding is in the tourist sensation about the tourist attractions,displaying in the choice order of and the remove or retain of the tourist attractions through the traveling decision-making behavior.The result is that the first one shields the latter ones,and the chosen one shields the cancelled ones.The evolution of the performance has three stages,namely primary tourist attractions image shielding,realistic selective tourist attractions image shielding and the spot sensation tourist attractions image shielding.The tourist attractions image shielding can maintain some stability under certain space and time condition,but when condition changes,the tourist attractions＇ sensation image shielding also inevitably changes.