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中文摘要：
在市场调查的基础上，以陕西省西安市为例，借助模糊综合评价方法从可达性、安全度、文明度、洁净度、新奇度和古静度6个方面研究了国内游客对古都旅游城市总体形象的认知。结果发现，国内游客对西安市古静度的评价最高，洁净度相对最低，说明国内游客对西安市总体形象认知处于中等偏上的水平。为了适应未来旅游市场发展的趋势，提出了西安市旅游形象设计的建议性对策。
英文摘要：
This research was based on an investigation into tourism market and took Xi＇ an as an example, using fuzzy comprehensive evaluation method from six aspects of the accessibility, security, civilization, the cleanliness, and the ancient quiet degrees to study the overall image cognition of domestic tourists to the tourist city of ancient capital. The results showed that the Xi＇ an ancient quiet degrees were appraised by domestic tourists which was the highest, and the cleanliness was the relative lowest. This illustrated that the domestic tourists considered that the Xi＇ an overall image was on upper - middle level. In order to adapt to the trend of development of the tourism market, finally put forward the Xi＇ an tourism image design of proposed countermeasures.
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