世界遗产地武当山旅游感知形象研究

1994年联合国教科文组织经过考察后将武当山古建筑群列为世界文化遗产名录。然而十多年来,武当山旅游开发和经营仍处于低水平阶段,与其世界级的旅游资源地位很不相符。世界遗产的称号并不意味着源源不断的客流和持续稳定的旅游发展,它只是影响游客感知、促进当地旅游发展的一个加分因素。因此,要提高武当山的知名度、美誉度,招揽游客,很有必要进行武当山的旅游感知形象调查,在受众调查的基础上对其进行全新的旅游形象策划,从而更有效地开展旅游营销活动。

A study on perceptive image of world heritage site Wudang Mount

The ancient architecture of Wudang Mount was titled as one of the world heritages listed by UNESCO in 1994.Yet for ten years the tourism development is still at low level and does not match the title of a world heritage site.Indeed,the title can bring a good reputation which affects tourists and promotes its development but it does not have the only meaning of a good flowing of tourists and a stable development.In order to improve the perceptive degree of Wudang Mount,it is necessary to investigate the perceptive image of Wudang Mount and on the base of it,a new image should be designed to carry out the tourism marketing.