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地区形象态度影响因素研究——以重庆市为例
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Abstract:
本研究旨在了解人们对一个地区的态度的影响因素，改善地区形象。方法：以重庆市为例，自编问卷法，研究重庆市地区形象态度及其影响因素。问卷一为地区形象态度，问卷二为地区形象态度影响因素。采用网上随机取样的方式，共向677人施测。结论：(1) 男生对物质及群体维度的好感明显高于女生，而文化维度则明显低于女生；(2) 35~50岁的对物质维度的好感明显高于21~35岁和50岁以上的，21~35岁受宣传维度的正面影响明显大于36~50岁和50岁以上的；(3) 重庆本地人对重庆的形象态度和群体维度的好感明显高于外地人，重庆本地人受文化维度和宣传维度的正面影响也明显大于外地人；(4) 人们当前对重庆的好感较高，对重庆美食的印象最深刻，对重庆地区的态度主要受社会文化维度的正面影响；(5) 对山火事件的积极印象比消极印象更多。
Objective: This study aims to understand the influencing factors of people’s attitudes towards a region and improve its image. Method: Taking Chongqing as an example, a self-designed questionnaire was used to study the attitude towards the image of Chongqing and its influencing factors. Questionnaire one is about the attitude towards regional image, while questionnaire two is about the influencing factors of regional image attitude. A total of 677 people were tested using online random sampling. Conclusion: (1) Male students have a significantly higher preference for material and group dimensions than female students, while cultural dimensions are significantly lower than female students; (2) People aged 35 to 50 have a significantly higher preference for material dimensions than those aged 21 to 35 and over 50. The positive impact of promotional dimensions on people aged 21 to 35 is significantly greater than that on those aged 36 to 50 and over 50; (3) The image attitude and group dimension of Chongqing locals are significantly higher than that of outsiders, and the positive impact of cultural and promotional dimensions on Chongqing locals is also significantly greater than that of outsiders; (4) People currently have a high liking for Chongqing, with the deepest impression of Chongqing cuisine. Their attitude towards the Chongqing region is mainly positively influenced by the social and cultural dimensions; (5) There are more positive impressions of the wildfire incident than negative impressions.
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