【摘要】 旅游宣传片作为提高旅游目的地知名度的重要手段,可以通过声音、图像、文字等多种载体向游客传递信息,从而影响游客对旅游目的地的选择。以山西省三大世界文化遗产之一的平遥古城为研究对象,通过对平遥古城游客进行问卷调查并利用SPSS软件进行分析发现,宣传片的题材、信息的质量及其吸引力效果都会影响游客态度,从而影响游客对旅游目的地的选择。同时,结合平遥古城游客的特点和游览偏好提出对平遥古城宣传片的改进建议。更多还原

【Abstract】 Tourism promotional film,as an important tool to improve the popularity for a tourist attraction,is able to influence tourists’ decisions about tourist destination by sending message via sound,image,words and other carriers. The paper considers Pingyao Ancient City,one of the three world cultural heritage sites in Shanxi,as the research object,and makes an analysis by questionnaires towards its tourists and SPSS software. It finds out that topics,qualities of information and degree of attraction of promotional films will affect tourists’ attitude,and then their choices. In the mean time,combined with the features of Pingyao Ancient City and tourist preferences,the paper makes suggestion on how to better its promotional film.更多还原