旅游目的地映象的对应分析--以江西庐山、龙虎山、三清山、井冈山为例

应用对应分析方法对江西省庐山、龙虎山、三清山、井冈山的16个旅游映象属性进行了分析。结果表明：庐山、龙虎山、三清山游客对江西旅游地映象最深的是名山风光、自然生态、名胜古迹，井冈山游客对江西旅游地映象最深的是革命胜地、名山风光、自然生态。从综合来看，四山游客对江西省旅游地映象的共性是名山风光、自然生态、革命胜地、名胜古迹位于前列，对宗教、其他、特色旅游、人造映象不深。四山旅游资源映象与其旅游资源特色及其产品密切相关，但不完全一致。与传统的调查数据的一般分析相比，对应分析方法研究旅游地映象具有优良的特性。在本研究中以图示方式简明直观地揭示了旅游目的地映象的总体特征、不同旅游目的地映象的差异性与相似性，对于旅游竞争市场开发规划有实际应用意义。

CASE STUDY ON THE IMAGES OF TOURIST DESTINATIONS OF JIANGXI--USING CORRESPONDENCE ANALYSIS

In this paper we analyzed the destination image perceived by about 2 600 tourists to the case destinations Mountain(Mt.) Lushan, Mt. Jinggangshan,Mt. Longhushan and Mt. Sanqingshan with 16 items of image attributes by mean of Correspondence Analysis. The results show that the images of Mts Lushan, Longhushan and Sanqingshan perceived by tourists are dominated as natural and scenic beauty, natural ecology and famous resort, while the image of Mt. Jinggangshan as the destination of red resort with well developed natural ecology. Similarities of images of the four mountain resorts are images of destinations of famous scenic mountain resort, natural ecology and historic heritage, and images of destinations as religious resort and theme parks are slightly ambiguous. It is concluded that the image of a destination is highly related to its unique attraction and dominant tourist product. In order to reveal the similarities and dissimilarities of the images among the 4 destinations, a correspondence analysis on 16 items of designative attributes of image was employed. The correspondence analysis visualizes the strength and weakness of a destination, furnishing practitioners with a more holistic view of their market positions in comparison with their competitive destinations. Finally, some suggestions were provided for the 4 destinations to meet the future tourist demand.