中文摘要：

目的地形象的重要性已受到广泛认可，但目的地形象研究开展40余年，国内关于不同群体的目的地形象比较研究依然较少。结合中国当代社会巨变催生的具有独特性的xx后，文章选择国内典型旅游目的地杭州为案例，以一手调查数据对不同代际的目的地形象进行比较。结果发现，在目的地形象因子评价方面，当代中国社会中的50后、60后和70后之间差异较小，他们对杭州的目的地形象评价显著高于80后和90后，表现出一定规律性，即出生年代越靠前，对目的地形象的评价越高；在目的地形象维度结构方面，80前（含50后、60后、70后）与80后、90后具有3个相同的维度，也各有两个独特的维度，其中，80前与其他二者差异较大，而80后和90后之间也有差异。因此，无论是目的地形象因子，还是目的地形象维度结构，不同代际之间都存在显著差异。但是，也不应忽视不同代际目的地形象之间的相同之处，准确来说，不同代际的目的地形象存在的差异是局部的，代际文化是其中的重要影响因素。此外，针对代沟理论的3种学说（普遍存在说、虚幻存在说和局部存在说），文章研究结果更支持局部存在说。

英文摘要：

Image has been confirmed to be a key factor in the development of tourism destinations, several papers aim to reveal the various aspects of tourism destination image （TDI）. To have a deep understanding of TDI and to figure out how to manage it, many papers focus on TDI comparison among different groups. In this paper, we present a novel perspective by comparing the TDI of different generations. Due to China＇ s rapid social revolution, each generation in today＇s China has experienced its own unique life, formed a different generational culture, and so, there are several gaps among different generations. We investigate if these differences affect the TDI as well. This paper investigates each generation＇ s TDI of Hangzhou, one of the most famous tourist destinations in China. The result of the TDI factors comparison shows that the generations of 1950s, 1960s, 1970s, 1980s, and 1990s have significant differences as well as exhibit some regularity, that is, the earlier the generation is, the higher the TDI evaluation is. Furthermore, the first two generations are similar and the last two generations are similar, while the generation of the 1970s is the middle point. The reasoning behind this phenomenon is linked to whether or not the generation suffered hardship. The People＇ s Republic of China was founded in 1949. China had gone through a lot during the period between the 1950s and 1960s, and those generations had to struggle with hunger, disease, and shortage of necessities, which cultivated them to be easily satisfied that reflects in their TDI evaluation. Thanks to the slow but continuous improvement of the quality of life and the famous ＂Reform and Opening Policy＂ in 1978, the generations of the 1980s and 1990s enjoyed life better than their fathers and grandfathers. Hence, they have higher standards. Meanwhile, the generation of the 1970s, who link the four groups above, is the middle point in the TDI evaluation. Additionally, the result of the TDI dimension structure analysis displays that the