中文摘要：

从游客感知视角出发,以杭州为例,实证研究目的地营销媒体接触对游客形象认知和旅游意愿的影响,研究结果表明：游客对目的地的形象认知和旅游意愿都受营销传播媒体接触的影响,但不同的媒体接触类型所造成的影响不同：对形象认知的影响,广告宣传和媒体栏目最为显著;对旅游意愿的影响,节事与活动、媒体广告效果最为显著。在此基础上,给出了有关旅游目的地营销的方向性建议。

英文摘要：

Tourists＇ image cognition and travel intention to a destination are affected by destination＇s marketing communication.This paper makes a case study of Hangzhou and examines the influence of destination marketing media contacts on tourists＇ image cognition and travel intention from the perspective of tourists＇ perception.The results indicate that marketing media contacts influencing tourists＇ image cognition can be classified into six types,that is,image advertisement,media column introduction,brochures,Internet promotion,events,activities promotion and media news report.Marketing media contacts influencing tourists＇ travel intention can be classified into five types：events and activities promotion,media advertisement,destination information introduction,media news report and brochures.