通过对旅游景观意象评价的实证研究,提出了一种基于结构的旅游景观意象评价方法。首先对旅游评价研究和旅游景观意象理论进行了回顾,以功能属性、时间属性和空间属性对旅游景观意象进行划分,进而对291名旅游者的问卷调查数据进行了统计分析,采用结构方程模型自下而上生成了旅游景观意象评价指标及权重,线性评价的结果显示周庄(古镇景区)与乌镇(东栅景区)的景观意象质量差别不大,为进一步从结构上分析和比较旅游景观意象,研究随后计算了周庄(古镇景区)与乌镇(东栅景区)旅游景观意象属性的耦合协调度,结构评价的比较结果显示两者的旅游景观意象处于不同水平。该研究从旅游景观意象角度提供了旅游景观评价方法,为旅游景观的规划设计、创意策划和推广传播提供了理论依据。
Resource assessment and landscape assessment have always been the focus of tourism evaluation studies. These studies indicate that quantitative method is an effective way to evaluate tourism object, while they only consider the linear relationship between the properties. In fact, as a lack of structural analysis, quantitative methods could hardly make a reliable assessment of the object. In this paper, quantitative methods are used to evaluate the structure of tourism landscape image by making use of structural analysis. This paper uses a questionnaire survey of 291 random tourists in Zhouzhuang (Guzhen) and Wuzhen (Dongzha). The covered topics include tourism landscape image and other demographic characteristics. Then, by using SPSS16.0 as factor analysis and LISREL8.70 to carry out a SEM analysis, the paper proposes a bottom-up method of the tourism landscape image evaluation. It is necessary to evaluate the tourism landscape image on the basis of linear relations and in particular, the coupling between various properties. If there is only linear relationship between properties, the quality of Zhouzhuang (Guzhen) and Wuzhen (Dongzha) tourism landscape images is similar. However, in terms of structural relations, the images of Zhouzhuang (Guzhen) and Wuzhen (Dongzha) tourism landscape are actually at different quality levels, as Zhouzhuang (Guzhen) tourism landscape imagery is superior to that of Wuzhen (Dongzha). In this paper, a tourism landscape image evaluation method based on structural relationship has been proposed. With the tourism landscape image analyzed on the basis of 291 questionnaires, this paper concludes that tourism landscape image evaluation should not only attach importance to a linear relationship between the various properties, but also pay attention to their coupling relations. Quantitative evaluation of properties and their relationship is the appropriate way to comprehensive evaluation of tourism landscape image. To enhance the quality of tourism landscape image, it is necessary to further optimize its structure.
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