基于空间感知规律的城市旅游形象比较研究 --以南京市为例

根据空间感知规律，南京与同位于长江三角洲内、且均受吴越文化影响的上海、无锡、苏州和杭州均有可能产生城市旅游形象替代效应。为了分析南京城市旅游形象的独特性，将五座城市的城市旅游理念形象、视觉形象和行为形象分别进行比较，结果表明：(1)南京城市级别比上海低，但文化、自然遗产丰富；整体竞争力比无锡高；旅游基础不如苏州，但产品结构与体系较丰富；历史文化遗产保护和利用比杭州好等。(2)旅游视觉形象优势是文物古迹和民俗风情。(3)旅游服务形象评价较高，城市居民形象各具特点等。提出了南京城市旅游形象特色的构建对策。

COMPARISON OF URBAN DESTINATION IMAGES BASED ON THE SPATIAL PERCEPTIVE LAW--A CASE STUDY OF NANJING

According to the spatial perceptive law,the substituted effect is most likely to happen between Nanjing,Shanghai,Wuxi,Suzhou,and Hangzhou,which are all located in the Yangtze River Delta and have the same culture background.Comparing the urban destination images of the above cities,the study shows that:(1)Nanjing ' s rank is lower than Shanghai,but its ancient culture and physical tourism resources are more abundant than Shanghai;Nanjing ' s entire tourism competitive capacity is stronger than Wuxi,and Suzhou ' s tourism base is better than Nanjing,but the tourism product and system are less integrated,and the protection of historic cultural heritage of Nanjing is better than that of Hangzhou,etc.(2)The superority of Nanjing ' s tourism vision image is historical relics,sites and folk-custom.(3)The tourism behavior image of Nanjing is comparatively good.Finally,the suggestion of how to construct the characteristics of Nanjing ' s urban destination image is proposed.