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Abstract
This article compares the images of Qingdao, China, as perceived by visitors and residents and examines whether these images are affected by information sources, age, education, and place attachment. The data were collected using a self-administered survey of 578 visitors and 337 residents of Qingdao throughout June and July of 2009. The image construct was conceptualized into two dimensions: cognitive and affective. It was found that the images perceived by visitors and residents converged primarily on cognitive images and less so on affective images. The results of a Mann-Whitney U test reveal that the main differences between the images held by visitors and residents are in 10 cognitive images (seafood, cultural attraction, highway system, traffic congestion, airline schedules, local people, beaches, weather, scenery, and hygiene and cleanliness) and in two affective images (arousing–sleepy and exciting–gloomy). Spearman's rank correlation test revealed that there is a weak positive correlation between place attachment and the images of Qingdao perceived by both visitors and residents. Age, education, and information sources are only partially correlated with visitor and resident images, with weak correlations.
本文旨在比较游客与居民对中国青岛市作为旅游目的地的形象感知,并同时检验这些感知形象是否受信息源、年龄、教育程度与地方依附感四个因素的影响。研究数据来源于2009年6月与7月对578名青岛游客与337名居民所作的问卷调查。对感知形象的分析包括两个方面：认知形象与情感形象。Mann-WhitneyU检验结果表明游客与居民在认知形象方面相似点较多。然而，两组群体在10个认知形象属性与2个情感形象属性方面存在明显差异。此外，Spearman's Rank Correlation Test 证明了地方依附感与游客以及居民的感知形象之间存在较弱的正相关性，而信息源、年龄与教育程度只对这两个群体的部分感知形象具有较弱的影响。