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在COVID-19大流行期间,巴拉顿湖 (虚拟) 投影和感知目的地图像
Darko Dimitrovski1, Judit Sulyok2, Zsofia Papp3
1Faculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac, Serbia.
概括
随着COVID-19大流行,旅游业转向了本地旅游,促使人们对巴拉顿湖进行研究.
科学领域:
- 旅游研究旅游研究
- 目的地的图像分析.
- 区域营销 区域营销 区域营销
背景情况:
- 在历史上,巴拉顿湖主要吸引国内游客.
- 随着COVID-19的流行,国内和区域旅游业的增长得到了刺激.
- 旅行限制鼓励当地和邻近的目的地选择.
研究的目的:
- 调查巴拉顿湖的投射和感知目的地图像之间的一致性.
- 在COVID-19时代的背景下分析虚拟目的地图像.
- 了解来自邻近市场,特别是塞尔维亚的非访客的看法.
主要方法:
- 顺序探索混合方法方法 (质量,然后是定量).
- 分析预测的 (虚拟) 目的地图像内容.
- 评估来自关键区域市场的非游客对目的地形象的看法.
主要成果:
- 确定了巴拉顿湖投射图像的视觉和文本元素之间的差距.
- 揭示了塞尔维亚非游客对巴拉顿湖的特定看法.
- 展示了疫情对区域旅行模式和目的地形象的影响.
结论:
- 该研究强调了将虚拟目的地形象与非访客的感知保持一致的重要性.
- 调查结果为针对邻国的区域旅游营销策略提供了见解.
- 了解非游客的看法对于在后疫情时代有效地建立目的地品牌至关重要.
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