盐城旅游形象游客感知调查与优化研究——基于后申遗时代的视角

黄海湿地成功进入世界自然遗产名录，为盐城借助世遗效应进一步塑造鲜明的旅游目的地形象带来了机遇。通过非结构化测量方法对后申遗时代盐城旅游形象的游客感知及期望展开调查，调研显示，当前公众对黄海湿地遗产的价值认知情况并不乐观，游客对盐城旅游形象的感知总体上仍比较分散，不过对申遗后的旅游发展则充满期待。据此，从旅游产品、旅游形象宣传口号和视觉识别体系等方面提出优化盐城旅游形象的建议。

Research on Tourists Perception and Optimization of Yancheng Tourism Image in the Post Bidding-for-Heritage Era

The Yellow Sea wetland has been listed in the world natural heritage list successfully, which brings opportunities for Yancheng to shape a distinctive tourism destination image with the help of the world heritage effect. This paper investigates tourists perception and expectation of Yancheng tourism image in the post Bidding-for-Heritage Era through unstructured measurement method. The survey shows that the value of the Yellow Sea wetland has not been generally recognized, and tourists perception of the destination tourism image is still relatively scattered, but they are full of expectations for the tourism development of Yancheng. Finally, the paper puts forward the suggestions on tourism image optimization from tourism products, tourism image slogans and visual identification system and other aspects.