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本文以大熊猫为主题的熊猫邮局为例,采用问卷调查和访谈两种方式,收集游客对大熊猫生态文化旅游产品形象感知数据,运用SPSS统计分析,探讨游客对大熊猫生态文化旅游产品形象感知。研究发现,性别差异显著影响游客对大熊猫生态文化旅游产品形象感知;游客对大熊猫“可爱”、“大熊猫的成都的名片”文化特质认可度很高,对“财富论坛的召开提升了大熊猫的形象”认可度最低;游客对大熊猫主题“明信片”产品喜爱感知程度最高,而“日常用品”和“玩具”等则表现一般;进一步深度访谈研究得知,游客对大熊猫生态文化旅游形象感知高满意度源自产品创意和氛围创意。
Taking Panda post office with the theme of giant panda as an example, this paper uses questionnaires and interviews to collect tourists ’perceptions of the image of the giant panda eco-cultural tourism products. SPSS statistical analysis is used to explore tourists’ perceptions of the eco-cultural tourism products of the giant panda. . The study found that gender differences significantly affect tourists’ perception of the giant panda’s eco-cultural tourism products. Tourists have high recognition of the cultural characteristics of the giant panda’s “cute”, “giant panda’s business cards in Chengdu,” and “ Of the panda’s image enhance the image of the giant panda ”the lowest recognition; visitors to the theme of the giant panda “ postcards ”product perception of the highest degree of preference, and“ daily necessities ”and “ toys ”and so the performance of general; further depth According to interviews, tourists’ high satisfaction with the tourism image of the giant panda’s eco-cultural tourism comes from product innovation and atmosphere creation.