本文以飞天山国家资质公园为研究对象,采用文献分析法、问卷调查法、IPA分析法,对飞天山形象游客感知进行研究,得出:(1)游客期望度与感知度之间存在显著差异;(2)飞天山形象的影响因子共有8个,其中“景区服务”是否到位为期望度最高的因子;(3)在IPA分析中运用影响因子的散点图,清晰得知各因子所在位置,明确在提升景区形象时需何种努力程度。 This paper takes Feitian Mountain National Qualified Park as the research object, and uses literature analysis, questionnaire survey and IPA analysis to study the tourist perception of the Feitian Mountain. The results are as follows: (1) There is significant difference between tourist expectation and perception ; (2) There are 8 influential factors in the image of Mount Feitian, among which, “Scenic Spot Services” is the highest expected factor; (3) Using the scatter plot of influencing factors in IPA analysis, it is clear that each factor Location, a clear image of the area to enhance the level of effort required.