节庆活动期间旅游目的地形象影响因素研究——以台儿庄古城为例
Study on the Influencing Factors of Tourist Destination Image during the Festival —A Case Study of Taierzhuang Ancient City

本文从旅游者的视角出发，以台儿庄古城为研究案例地，运用SPSS17.0软件分析节庆活动期间旅游目的地形象影响因素。经分析发现：节庆活动对旅游地认知形象的影响因素维度主要为“特色文化活动”、“休闲娱乐”、“旅游基础设施”和“服务质量”四个维度，其中特色文化活动是节庆活动影响旅游地形象的重要维度；节庆活动期间旅游者对旅游地的正向情感评分较高而负向情感评分较低，正向情感受特色文化活动影响较大且负向情感受服务质量影响较大；节庆活动期间，台儿庄古城旅游形象口碑较好，重游意愿较高。本文认为台儿庄古城相关工作人员要注意应增强节庆活动的文化性、参与性和娱乐性，同时要注重提高节庆活动期间的服务质量，以此促进节庆活动期间台儿庄古城节庆活动的发展及旅游地形象的塑造。
From the perspective of tourists, this paper took the ancient city of Taierzhuang as a case study and used SPSS17.0 software to analyze the influencing factors of tourist destination image during the festival. Through analysis, it is found that the influence factors of festival activities on the cognitive image of tourist destinations are mainly four dimensions: “characteristic cultural activities”, “leisure and entertainment”, “tourism infrastructure” and “service quality”. The positive emotion score of tourists to the destination during the festival is higher, while the negative emotion score is lower. The positive emotion is more affected by the characteristic cultural activities, and the negative emotion is more affected by the service quality. During the festival, the ancient city of Taierzhuang has a good reputation for tourism image and a high willingness to revisit. This paper holds that the relevant staff of Taierzhuang ancient city should pay attention to enhance the cultural, participation and entertainment of the festival activities, and pay attention to improve the service quality during the festival activities, so as to promote the development of the festival activities of Taierzhuang ancient city during the festival activities and the shaping of the tourist image.