旅游目的地形象对旅游者的目的地决策具有重要影响,因而关于其实际测量和分析的研究成为国内外旅游研究的重点内容之一。我国该领域研究虽然在开展市场调查和定量统计分析方面已取得长足进展,但仍存在研究视角和方法过于单一的突出局限。因此,本文将着眼点放在旅游者需求和区域内竞争对手这两个经常被忽视的要素上,将它们纳入研究设计之中,以南京为案例目的地,通过综合运用重要性-表现分析法(IPA)和对应分析法(CA)系统阐释了如何从这两个角度来测量和分析目的地形象的基本路径。研究识别了南京当前形象在满足旅游者需求上的优、劣势以及其独特的差异化优势属性,对其形象管理的资源配置和竞争性形象定位战略的开发具有重要启示。

Tourism destination image has been proved exerting significant positive effects on tourist's destination decision-making process in various study contexts. Foreign scholars make great theoretical establishments as well as substantial empirical investigations in this field. The conception delimitation,composition dimensions and formation process of destination image are three key areas they theoretically devote efforts to. As a whole,domestic tourism academia has not made any outstanding theoretical establishments of destination image by introducing certain well-recognized and widely-applied analysis framework. More recently,many scholars begin to be aware of the subjectivity and inaccuracies associated with their traditional study paradigm and make some attempts of alteration in their studies. Admittedly,a great progress has been made by mainland China's tourism scholars in this field in conducting market survey and quantitative statistic analysis. In view of such a situation,this article puts special emphasis on and involves in research design two frequently ignored factors in such domestic studies:tourist's demand and regional competitors. This study systematically analyzes the destination image of a focal case destination (Nanjing) by a combined use of two special image analysis methods,namely importance-performance analysis (IPA) and correspondence analysis (CA). The results of the empirical study identify the strengths and weaknesses of Nanjing's current destination image in satisfying its domestic tourist's important demand categories and Nanjing's differentiating advantageous image attributes versus its other four close competitors in the area of eastern China.