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《Resources and Environment in the Yangtze Basin》 2003-01
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CASE STUDY ON THE IMAGES OF TOURIST DESTINATIONS OF JIANGXI --USING CORRESPONDENCE ANALYSIS

MAO Duanqian\+1, ZHANG Jie\+1, BAO Haosheng\+1, GUO Laixi\+2(1.Department of Urban and Resources Sciences, Nanjing University, Nanjing 210093, China; 2.Institute of Geographical Sciences and Natural Resources Research, The Chinese Academy of Sciences, Beijing 100101, China)  
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.
【CateGory Index】: F590
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