城市形象与旅游营销外文翻译文献

文献信息

文献标题：City image towards tourist attraction (case in Solo, Central Java) examining city image of solo as tourist attraction（城市形象对旅游吸引力的影响（以中爪哇省梭罗市为例））

文献作者：T Wiyana，T S Putranto，A Zulkarnain，R N Kusdiana

文献出处：《Iop Conference Series: Earth and Environmental Scie》,2018, 126(1):012200

字数统计：英文2252单词，11870字符；中文3505汉字

外文文献

City image towards tourist attraction (case in Solo, Central Java) examining city image of solo as tourist attraction

Abstract Affective and cognitive image are two main factors that influence destination in Solo. The purpose of this research is to examine the two main factors of Solo towards tourist attraction. The research method is quantitative. Data collected from observation and survey. A total of 113 respondents obtained from accidental sampling method. The results indicate based on cognitive and affective image. Cognitive consists of culture, batik, city tagline, and community. While, affective consists of tradition, culinary, purposes, climate, and welcoming. The findings show that image has weak correlation towards tourist attraction of Solo. It means most of the tourists are not influenced by city image when they choose Solo as one of their travel destination. The differences between primary and minor image are also examined. Research implication is directed for local government to pursue continuous improvement particularly for the branding of Solo.

Keywords: city image, affective, cognitive, tourism, destination.

1.Introduction

The city of Solo increasingly shows its existence as a tourist destination. By carrying the slogan "Solo, the Spirit of Java," the city of Solo formed its image as a cultural tourism city. The number of tourist enthusiasm to visit Solo proves the success of Government in implementing the policy of tourism development. From the last ten years, the performance of the Solo City Government in developing tourism has revealed results. The number of tourists visiting Solo City is increasing consistently. Based on data obtained by Strategic Area Management on Tourism Offices 2016, by 2014 the number of Solo tourists averagely 4.1 million, for 2015 up to 4.2 million and in 2016 increased to become 4.4 million visitors.

There have been many efforts that have been done to develop tourist assets owned to be able to boost tourist visits, as well as improvements to tourism facilities, the optimization of historic buildings and cultural activities as tourism assets, and performance optimization of various departments to coordinate each other in building tourism in the city Solo.

One of the main factors in tourist destination is the image that provides the level of satisfaction that requires the manager to develop a representative and appropriate city branding to encourage tourist to visit the destination. Tourism is a sector that stimulates economic growth derived from the income received from the arrival of tourist to the tourist destination.

Local cultural events featured in attracting a tourist visit must also have power in the life of the community. Taylor states creative events are useful to boost and get attention from visitors. As an industry sector that offers fantasies and feeds upon the imagination, belief, expectation and of people’s imagery, which in turn are reflected in consumer goods and experiences. How then that power can become energy for the growth and development of tourism city of Solo. One thing that will never be abandoned is the spirit of Solo as a cultural interaction event that is the concept of the Solo cultural city. The cultural interaction event will always be the spirit of the ideal form search process.

The purpose of this research is; (1)To analyze the influence of city image on the motivation of tourist visits to Solo.(2)To describe the impact of city image on the

increasing trend of tourist visits in Solo. (3) To explain the effect of City Image variables on the attraction of destinations in the city of Solo.

2.Literature Review

2.1.City Image

Kotler and Getner state destination image as a total of view and impresses of a customer about the location. All of the information regarding the tourism object is constructed by such variables as product description, physical appearance, economic and political contextual, history, and civilizations.

According to Bigne et.al, destination image reflects as an important point in post consumption to behavior intention. Prayag and Ryan argue that three main factors in the formation of destination image are place attachment, overall satisfaction, and revisit intention. In the tourism sector, research related to the destination image is needed because it is an important element in terms of tourist visits. Cultural tourism has developed its offer based on cultural amenities, and museum facilities reflect local wisdom, religious and historical relations. Seddighi and Theocharous states that destination image as known to influence visitor awareness, repurchase intention and to select the destination.

Key factor importance element: The concept of image has a guideline that the tourist destination image is the result of the combination, cognitive-affective aspects of the destination image, structural elements, place brand, cultural events and selected cultural event brand.

The cognitive image is the first stage of a person’s judgment of an object. It confirmed that the cognitive was formed earlier than the affective component. Also the cognitive component is a consumer feedback of their knowledge of an object. The cognitive image contains a set of ideas about a tourist destination.

The affective image will occur after ideas and knowledge about tourist destinations in the cognitive process. Affective aspect was judge from the feeling of tourists in assessing tourist destinations. In this case, the aspect in the form of affective image associated with feelings after visiting the tourist area in the city of

Solo and the emotions of tourists from personal experience that can affect the motivation to visit tourists.

According to Klenosky, before tourist deciding to choose destinations, a person will have a more positive affective image of the tourist destination when the emotions evoked by the place coincide with their functional aspects. Lorenzini et.al., state,This offers an opportunity to develop differentiation in place brands, cultivating the image of the locations in which events take place.

Baloglu and McCleary state that the process of forming tourist destination images and has proposed a model that takes into account two relevant determinants: stimulus factors, or functional variables, which can be directly detected and / or measured (information sources); subjective factors, which refers to the incidentally observed psychological characteristics such as values and personality.

The important aspect of the destination image is an attitudinal construct consisting of the personal value of knowledge beliefs, feelings, and total impressions about an object. A person perception about a place is formed by one’s sum of beliefs, ideas, and impressions. As a result, the destination image creates the perception and representation of a place.

2.2.Motivation to Visit

The success factor in the development of tourism in an area depends on the ability of planners to integrate both sides in a balanced way into a tourism development plan. Martín, et.,al explained that tourists with a high level of motivation to travel, but with a low level of situational involvement of the destination itself –quiet retain a positive image: they are willing to give a positive news of the destination to others but not to re-visit. Different with visitors with an overall high level of participation– psychological and situational – have a positive image: they will be pleased to recommend the location to others and re-visit the experience on the other time.

Baloglue and Erickson stated that while many global visitors may prefer to change between destinations, some do have the potential to re-visit a tourist location. Besides, discovering tourists’ revisit motivation has proven useful in forecasting

actual revisitation. Huang et.,al have convinced the connection between re-visit motivation and desire to visit the same location. Suggest that re-visit motivation has not been made a central point of the examination, resulting in the supposed arrangement being less-specific in the context of re- visitation.

Factors affecting the demand for international tourism include the choice of the attraction of tourist destinations and other factors of the tourism industry. This attribute of tourist attraction is often used as an indicator in determining the quality of tourism.

Swarbrooke and Horner, suggest that, the tourist buys an overall experience rather than a defined product. The experience has several clear phases: (1) The anticipation phase, before the trip commences, (2) The consumption phase during the trip, (3) The memory phase after the trip has ended.

3.Methodology

The location of this research conducted in Solo City, Central Java with local tourist object of the period of May-July 2017. The research design use used survey method. The variables used in this study consist of City Image (X) and Destination (Y). Population and sample in this research are local tourists who visited in Solo as much as 113 respondents. Data processing in this study, use software to process data, SPSS (Statistical Product and Service Solutions) 16.0.

Table 1. Research Instruments

Variable Dimension Indicators

City image

The image of a tourist destination is based on consumer’s rationality and emotionally, and as the result of the combination of two main components or dimensions.Cognitive Tourism Tagline

Culture

Batik

Local Community

Tradition

Welcoming

Culinary

Destination Object

Weather

Tourism products that many consumers consider when deciding to travel(purchase tourism products) one of which is the decision to choose a destination is the attraction of the tourist destination to be visited.Attractiveness Local Event

Entrance Fee

Accommodation

Culture

Culinary

Experience

4.Research Finding

The variable assessed by the respondent is the city image.

Table 2. Distribution Frequency of Statement - City Image

Variable Statement %1 %2 %3 %4 %5 Total

City Image Solo “The Spirit of Java”.0,00% 50,44% 13,27% 32,74% 3,54% 100% The Solo city is known as a

Cultural City. 0,00% 0,00% 10,62% 45,13% 44,25% 100% Solo’s Batik is very special

than other cities. 0,00% 0,00% 5,31% 32,74% 61,95% 100%

traditional Solo’s culinary.0,00% 0,00% 4,42% 37,17% 58,41% 100%

friendly towards the

tourists.

0,00% 0,00% 15,93% 59,29% 24,78% 100%

the Keraton as a tradition. 0,00% 0,88% 15,93% 44,25% 38,94% 100% Local people are polite and

courtesy to the guests. 0,00% 0,00% 11,50% 50,44% 38,05% 100% Tourism objects have the

ethnic element of Keraton. 26,55% 44,25% 14,16% 9,73% 5,31% 100% The weather is quite hot. 0,00% 0,00% 4,42% 57,52% 38,05% 100%

Based on the results of the assessment conducted by the respondents, the tendency for each statement is in the category Agree and Strongly Agree. This assessment shows that respondents know the City Image of Solo and become the motivation of the visit. The information explained through the visualization on table 3 below:

Table 3. Distribution of Frequency of Statement - Motivation of Visit

Variable Statement %1 %2 %3 %4 %5 Total

Motivation of Visi t Cultural events become a

motivation to visit the city

of Solo.

0,00% 0,00% 5,31% 41,59% 53,10% 100%

The original and diverse

culture is one of the

motivations to visit Solo.

0,00% 0,00% 21,24% 36,28% 42,48% 100%

of traveling to the city of

Solo is the affordable price

of attractions fee entrance.

0,00% 0,00% 13,27% 49,56% 37,17% 100%

will do re-visit. 0,00% 0,00% 10,62% 43,36% 46,02% 100% The varied accommodation

is a consideration to stay in

Solo city

0,00% 0,00% 18,75% 58,93% 22,32% 100%

typical as of the attraction

of tourists. 0,00% 0,00% 4,42% 63,72% 31,86% 100%

Based on the results of the assessment conducted by the respondents, the tendency for each statement is in the category Agree and Strongly Agree. One of consideration to travel to Solo is the cheap price mark on the entrance signs. Tourist

who have been to Solo has a willingness to re-visit the city. A various accommodation become a consideration to stay in Solo. Based on the results of the assessment conducted by the respondents, the tendency for each statement is in the category Simply Agree, Agree and Strongly Agree. City Image influences on the Motivation of Visit, by interpretation:

H0: t-value ≤ 1.96 then accept H0 reject H a (If t-value ≤ 1.96 means there is no affect City Image on Motivation Visits).

H0: t-value > 1.96 then reject H0accept H a(If t-value > 1.96 means there is influences of Image on Motivation of Visit).

T-value = 1.24 and t table = 1.96

Decision due t-value> t table then H0 rejected; There is no effect of City Image on the Motivation of Visit.

5.Discussion and conclusion

The dimension of the city image variable is related to awareness and culture is a factor that cannot generate tourists to travel to Solo. Respondents answered this aspect above 50% did not agree that the city image can encourage tourist to visit Solo.

In this study, the city image has no influence on the motivation of the visit, then based on the result of the distribution of questions that the government of Solo should pay attention to the potential and excellence in the tourism sector that can have a strong identity as a city of culture and tourism, but cannot attract tourists to visit Solo. The thing done by the government of Solo City is implementation, the image of Solo City as a promotional tool in the field of tourism. Support from the government still needs to be improved and the need for various events that can provide a memorable experience for the tourist. These activities will provide a positive stimulus for tourism activities in Solo. We recommended that the city image also functioned as a unifying and binding tool of all parties who deal with tourism to further improve the quality of its services or products in attracting foreign tourists to be able to visit the Solo City.

中文译文

城市形象对旅游吸引力的影响（以中爪哇省梭罗市为例）

摘要情感和认知形象是影响将梭罗市作为旅游目的地的两个主要因素。本研究的目的是研究梭罗市旅游吸引力的两个主要因素。研究方法是定量的。从观察和调查中收集数据。使用随机抽样法调查了113名受访者。结果表明，这是基于认知和情感形象的。认知包括文化、宣传、城市口号和社区。而情感则包括传统、美食、目的、气候和欢迎。研究结果表明，形象与梭罗市旅游吸引力的相关性较弱。这意味着大多数旅游者在选择梭罗市作为旅游目的地时不会受到城市形象的影响。同时还分析了主要和次要形象之间的差异。本研究为地方政府特别是对梭罗市品牌形象的持续改进提供了指导意义。

关键词：城市形象，情感，认知，旅游，目的地。

1.简介

梭罗市日益显示出它作为一个旅游目的地的存在。梭罗市以“梭罗，爪哇精神”为口号，塑造了文化旅游城市的形象。游客对梭罗市的热情程度证明了政府在实施旅游发展政策方面的成功。过去十年来，梭罗市政府在发展旅游业方面取得了显著成效。参观梭罗市的游客人数不断增加。根据2016年从旅游局战略区域管理处获取的数据，截至2014年，单人游客平均410万人次，2015年增至420万人次，2016年增至440万人次。

政府已经做出了许多努力，以发展旅游资产，促进旅游业发展，完善旅游设施，优化作为旅游资产的历史建筑和文化活动，并改善各部门的绩效，从而在梭罗市旅游建设中相互协调。

旅游目的地的主要因素之一是提供满意的形象，这要求管理者开发一个具有代表性和合适的城市品牌，以鼓励游客前往目的地。旅游业是一个刺激经济增长的部门，它从游客到达旅游目的地所获得的收入中获得经济增长。

吸引游客的地方文化活动也必须在社区生活中具有影响力。Taylor说，创造性的活动是有用的，以提高和吸引游客的注意力。作为一个提供幻想并以想象力、信念、期望和人民形象为素材的行业，这反过来又反映在消费和体验中。那

么，这种力量又如何能成为梭罗市作为旅游城市成长和发展的动力呢？梭罗市文化作为一种文化互动事件的精神，是梭罗市文化之城的理念，是永远不会被抛弃的。文化互动事件永远是理想形式的精神追求过程。

本研究的目的是：(1)分析城市形象对旅游者前往梭罗市旅游动机的影响。

(2)描述城市形象对梭罗市旅游人数增长趋势的影响。(3)解释城市形象变量对梭罗市作为旅游目的地吸引力的影响。

2.文献综述

2.1.城市形象

Kotler和Getner将目的地形象作为作为对地点的总体观点和印象。关于旅游对象的所有信息都是由产品描述、外观、经济和政治背景、历史和文明等变量构成的。

Bigne等人认为，目的地形象是消费后对行为意向的重要反映。Prayag和Ryan认为，目的地形象形成的三个主要因素是地方依恋、整体满意度和再访意向。在旅游部门，需要对目的地形象进行研究，因为这是游客参观的一个重要因素。文化旅游是在文化设施的基础上发展起来的，博物馆设施反映了当地的智慧、宗教和历史关系。Seddighi和Theocharous指出，众所周知的目的地形象会影响游客的意识、再访意向和目的地的选择。

关键因素：形象概念具有指导意义，旅游目的地形象是目标形象、结构要素、地点品牌、文化事件和选定文化事件品牌的组合、认知-情感方面的结果。

认知形象是一个人对事物进行判断的第一阶段。证实了认知的形成早于情感的形成。认知也是消费者对其对象知识的反馈。认知形象包含了一组关于旅游目的地的想法。

在认知过程中，对旅游目的地的想法和认识会产生情感形象。从旅游者对旅游目的地的评价感受来判断情感方面。在这种情况下，情感形象与参观梭罗市旅游区后的感受有关，而旅游者的情感来源于个人的体验，能够影响游客的旅游动机。

根据Klenosky的说法，在游客决定选择目的地之前，当旅游目的地所引起的情感与其功能方面相一致时，人们对旅游目的地的情感形象会更加积极。

Lorenzini等人指出，这提供了一个机会来发展地方品牌的差异化，培养事件发生地点的形象。

Baloglu和McCleary说明了形成旅游目的地形象的过程，并提出了一个模型，考虑到两个相关的决定因素：刺激因素或功能变量，可以直接检测和/或测量(信息来源)；主观因素，是指偶然观察到的心理特征，如价值观和人格。

目的地形象的重要方面是一种态度结构，包括个人价值的知识、信念、感受和对其的总体印象。一个人对一个地方的感知是由他的信念、想法和印象的总和所形成的。因此，目的地形象创造了一个地方的感知和代表。

2.2.旅游动机

一个地区旅游业发展的成功因素，取决于规划者是否有能力平衡地将双方纳入旅游发展计划。Martín等人解释说，游客有很高的旅游动机，但目的地本身的情境参与程度较低，安静地保持着积极的形象：他们愿意把目的地的积极消息告诉其他人，但不愿意再去旅游。不同于整体参与水平较高的游客——心理和情境——都有积极的形象：他们会很乐意向别人推荐这个地点，并在其他时间再次旅游。

Baloglue和Erickson说，虽然许多全球游客可能更喜欢在不同的目的地之间旅游，但有些人确实有可能再次参观一个旅游景点。此外，发现游客的重游动机已被证明有助于预测实际的再次旅游。Huang等人已经确信重游动机与旅游同一地点的愿望之间存在联系。重游动机尚未成为检查的中心点，导致在再次旅游的背景下，假设的安排不那么具体。

影响国际旅游需求的因素包括旅游目的地的吸引力和旅游业的其他因素的选择。旅游吸引力的这一属性常被用来作为衡量旅游质量的一个指标。

Swarbrooke和Horner认为游客购买的是整体体验，而不是定义的产品。该体验有几个清晰的阶段：(1)旅行开始前的预期阶段，(2)旅行期间的消费阶段，(3)旅行结束后的回忆阶段。

3.方法

这项研究是2017年5-7月在中爪哇省梭罗市进行的。研究设计采用了问卷调查的方法。本研究中使用的变量包括城市形象(X)和目的地(Y)。本研究中的人

口和样本是当地游客，在梭罗市访问过多达113名受访者。本研究的数据处理使用软件SPSS（统计产品和服务解决方案）16.0。

表1.研究工具

变量维度指标

城市形象

旅游目的地的形象基于消费者理性和情感，并且是两个主要组成部分或维度相结合的结果。认知旅游标语

文化

宣传

当地社区

传统

欢迎

美食

旅游景点

天气

旅游动机

许多消费者在决定旅游(购买旅游产品)时考虑的旅游产品之一就是选择目的地，这是旅游目的地的吸引力。吸引力当地事件

景点门票

住宿

文化

美食

经验

4.研究结果

受访者评估的变量是城市形象。

表2.陈述的分布频率——城市形象

变量陈述%1 %2 %3 %4 %5 总计

城市形象我知道梭罗市“爪哇精神”

的旅游口号。

0,00% 50,44% 13,27% 32,74% 3,54% 100% 梭罗市被称为文化之城。0,00% 0,00% 10,62% 45,13% 44,25% 100% 梭罗市的宣传比其他城市

更特别。

0,00% 0,00% 5,31% 32,74% 61,95% 100%

许多美食广场提供特殊的

梭罗市传统的烹饪。

0,00% 0,00% 4,42% 37,17% 58,41% 100%

梭罗市的人们对游客非常

友好。

0,00% 0,00% 15,93% 59,29% 24,78% 100%

梭罗市的人们仍然将王宫

视为传统。

0,00% 0,88% 15,93% 44,25% 38,94% 100% 当地人对客人彬彬有礼。0,00% 0,00% 11,50% 50,44% 38,05% 100% 旅游景点具有王宫的民族

特色。

26,55% 44,25% 14,16% 9,73% 5,31% 100% 天气很热。0,00% 0,00% 4,42% 57,52% 38,05% 100%

根据受访者者的评估结果，每个陈述的倾向都属于同意和强烈同意的类别。

这一评估结果表明，受访者了解梭罗市的城市形象，并成为旅游的动机。通过下表3中的可视化解释的信息：

表3.陈述的分布频率——旅游动机

变量陈述%1 %2 %3 %4 %5 总计

旅游动机文化活动成为参观梭罗市的

动力。

0,00% 0,00% 5,31% 41,59% 53,10% 100%

独具特色的文化是访问梭罗

的动机之一。

0,00% 0,00% 21,24% 36,28% 42,48% 100%

前往梭罗市旅游的考虑因素

之一是景点门票的实惠价

格。

0,00% 0,00% 13,27% 49,56% 37,17% 100%

已经旅游过的游客将再次旅

游。

0,00% 0,00% 10,62% 43,36% 46,02% 100%

不同的住宿条件是住在梭罗

市的一个考虑因素。

0,00% 0,00% 18,75% 58,93% 22,32% 100%

许多美食场所都是典型的吸

引游客的地方。

0,00% 0,00% 4,42% 63,72% 31,86% 100%

根据受访者的评估结果，每个陈述的倾向都属于同意和强烈同意的类别。前往梭罗市旅游的考虑因素之一是景点门票的实惠价格。去过梭罗市的游客愿意再次旅游这座城市。各种住宿成为留在梭罗市的考虑因素。根据受访者进行的评估结果，每个陈述的趋势属于简单同意、同意和强烈同意的类别。解读城市形象对旅游动机的影响：

H 0：t值≤1.96，则接受H

拒绝H

a

（如果t值≤1.96表示城市形象对旅游动

机没有影响）。

H 0：t值1.96，则拒绝H

接受H

a

（如果t值>1.96表示城市形象对旅游动机

有影响）。

T值=1.24，t表=1.96

决策结果为t值> t表，则拒绝H

；城市形象对旅游动机没有影响。

5.讨论和结论

城市形象变量的维度与意识有关，文化是一个不能促使游客前往梭罗市旅游的因素。50%以上的受访者认为城市形象不能鼓励游客旅游梭罗市。

在本研究中，城市形象对旅游动机没有影响，那么根据问题的分布结果，梭罗市政府应该关注旅游部门的潜力和优势，可以有一个很强的文化和旅游城市的

身份，但不能吸引游客参观梭罗市。梭罗市政府所做的事情就是实施，将梭罗市的形象作为旅游领域的宣传工具。政府的宣传还需要改进，需要举办能为游客提供难忘体验的各种活动。这些活动将为梭罗市的旅游活动提供积极的刺激。我们建议，将城市形象作为旅游各方的一个统一和绑定的工具，以进一步提高旅游服务或产品的质量，吸引外国游客来梭罗市观光旅游。