博物馆的良好形象可以帮助博物馆赢得游客的信任与支持,使得旅游者愿意在众多文化消费中选择博物馆。笔者通过研究游客对刘氏庄园博物馆形象的感知,了解旅游者对博物馆的认知形象、情感形象和总体形象,为提升和完善该博物馆旅游感知形象以及可持续发展提供借鉴。 The good image of the museum can help the museum win the trust and support of tourists, making the tourists willing to choose the museum among the many cultural consumption. By studying tourists’ perception of the image of Liu’s Manor Museum, the author understands the tourist’s cognitive image, emotional image and overall image of the museum, so as to provide reference for improving and perfecting the tourism image and sustainable development of the museum.