旅游目的地标志景区测度模型及广州实证解析

标志景区是旅游目的地的符号象征,成为人们感知和认识目的地的重点对象.通过对标志景区概念及其主要特征的认知与界定,选取市场影响度、价值贡献度、旅游吸引度和其他因素作为一级指标因子和12个测量指标建立标志景区测度逻辑模型,运用AHP方法确定模型中各因子权重,建立标志景区计量模型.以广州作为案例,对候选标志景区测度值进行解析,广州重要标志景区有越秀公园、广州塔、陈家祠、中山纪念堂、白云山风景区、北京路步行街、黄花岗七十二烈士陵园、南越王博物馆.

Measurement Model of Semiotic Tourist Area in Tourism Destination:A Case Study of Guangzhou

As the symbol of a tourism destination,Semiotic Tourist Area is the key object of people’s perception and cognition of the destination.In this paper,the concept and main features of Semiotic Tourist Area are cognized and defined,and the market influence degree,value contribution degree,tourism attraction degree and some other factors are selected to be the first grade indexes as well as 12 measurement indexes to construct the measuring logical model of Semiotic Tourist Area.The method of AHP is applied to determine the weight of each factor in the model to construct a mathematical measurement model for the Area.As a case study,the measuring scores of the candidates of Semiotic Tourist Area in Guangzhou are calculated,the results show that the significant Semiotic Tourist Areas in Guangzhou are:the Yuexiu Park,Canton Tower,Chen Clan Temple,Dr.Sun Yat-sen Memorial Hall,Baiyun Mountain Tourist Area,Beijing Road Pedestrian Street,Mausoleum of the 72 Martyrs at Huanghuagang,and Museum of the Nanyue King.