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文章以浙江南浔古镇为例,运用因子分析和回归分析方法,提取出古镇旅游地形象的6个因子,分析古镇旅游地形象与游客满意度、推荐意愿及重游意愿之间的关系。研究结果表明:古镇旅游地形象6个因子中,价格、核心吸引力这两个因子与游客满意度、推荐意愿、重游意愿均存在显著的正相关关系;游客满意度与推荐意愿、重游意愿之间存在显著的正相关关系。研究结果对于提升旅游地形象有重要启示。
Taking Nanxun Ancient Town in Zhejiang Province as an example, this paper uses factor analysis and regression analysis method to extract six factors of the ancient town tourist image, and analyzes the relationship between ancient town tourist image and tourists’ satisfaction, recommendation intention and revisit intention. The results show that among the six factors of tourist destination image in ancient town, the two factors of price and core attractiveness have a significant positive correlation with tourists’ satisfaction, recommended intention and revisit intention; tourist satisfaction and recommended intention, There is a significant positive correlation between wishes. The results of the study have important implications for improving the tourist destination image.