杭州亚运会开幕式对城市品牌传播的影响研究调查问卷

尊敬的先生/女士：

您好，我是上海大学新闻传播学院的研究生，现正在进行关于杭州亚运会与杭州城市品牌传播的相关研究，想邀请您用几分钟时间填写这份问卷。本次问卷采用不记名方式填写，问卷所得数据将严格保密，仅供学术研究。题目选项无对错之分，请您按自己的实际情况填写。

感谢您的支持与配合！

1.您的国籍

Your Nationality

中国 China

其他国家（请注明）Others (Please specify)

2.您的性别

Your Gender

男 Male

女 Female

3.您的年龄

Your Age

18岁以下/Under 18

19-45

46-60

60岁以上/Over 60

4.最高学历:

Highest Education

高中及以下/High School or Below

本科/Bachelor’s Degree

硕士及以上/Master’s Degree or Above

5.您的现居地: （填写至省份即可，如浙江）

Your Current Residence: (Province only, e.g. Zhejiang)

6.您在现居地的居住时长:

How long have you lived in your current residence:

小于1年/Less than 1 year

1年-3年 /1–3 years

3年至5年/3–5 years

5年及以上/5 years or more

杭州亚运会开幕式仪式中的符号识别

	非常赞同	赞同	一般	不赞同	非常不赞同
我能清晰识别开幕式中呈现的杭州自然景观，如西湖、钱塘江等/I can clearly identify Hangzhou’s natural landscapes presented at the opening ceremony, such as West Lake and Qiantang River.
我能清晰识别开幕式中呈现的杭州自然景观，如西湖、钱塘江等/I can clearly identify Hangzhou’s natural landscapes presented at the opening ceremony, such as West Lake and Qiantang River.
我能从开幕式中了解到杭州的人文历史底蕴，如良渚文化、江南诗画等/I can understand Hangzhou’s cultural and historical heritage from the opening ceremony, such as Liangzhu Culture and Jiangnan poetry and paintings.
我能从开幕式中了解到杭州的人文历史底蕴，如良渚文化、江南诗画等/I can understand Hangzhou’s cultural and historical heritage from the opening ceremony, such as Liangzhu Culture and Jiangnan poetry and paintings.
我能从开幕式使用的创新技术感受城市的现代感，如裸眼3D、数字烟花等/I can feel the city’s modernity from the innovative technologies used in the opening ceremony, such as naked-eye 3D and digital fireworks.
我能从开幕式使用的创新技术感受城市的现代感，如裸眼3D、数字烟花等/I can feel the city’s modernity from the innovative technologies used in the opening ceremony, such as naked-eye 3D and digital fireworks.
我觉得开幕式中的吉祥物组合“江南忆”融合了杭州的历史人文、自然生态和创新基因，具有独特的象征意义/I think the mascot group "Jiangnan Memories" in the opening ceremony integrates Hangzhou’s history, culture, natural ecology and innovation genes, with unique symbolic significance.
我觉得开幕式中的吉祥物组合“江南忆”融合了杭州的历史人文、自然生态和创新基因，具有独特的象征意义/I think the mascot group "Jiangnan Memories" in the opening ceremony integrates Hangzhou’s history, culture, natural ecology and innovation genes, with unique symbolic significance.
我觉得开幕式的火炬“薪火”寓意薪火相传、团结共融，也是浙江智造的代表/ I think the torch "Eternal Flame" symbolizes the passing of the torch, unity and integration, and is also a representative of Zhejiang’s intelligent manufacturing
我觉得开幕式的火炬“薪火”寓意薪火相传、团结共融，也是浙江智造的代表/ I think the torch "Eternal Flame" symbolizes the passing of the torch, unity and integration, and is also a representative of Zhejiang’s intelligent manufacturing

杭州亚运会开幕式的仪式展演

	非常赞同	赞同	一般	不赞同	非常不赞同
开幕式中运动员入场、旗帜入场、升旗等环节让我感受到了神圣与庄严/The segments of the opening ceremony, such as the athletes’ parade, flag parade, and flag-raising, made me feel sacred and solemn
开幕式中运动员入场、旗帜入场、升旗等环节让我感受到了神圣与庄严/The segments of the opening ceremony, such as the athletes’ parade, flag parade, and flag-raising, made me feel sacred and solemn
开幕式的点火环节让我非常震撼/The ignition ceremony of the opening ceremony was extremely shocking
开幕式的点火环节让我非常震撼/The ignition ceremony of the opening ceremony was extremely shocking
开幕式仪式流程中充分体现了杭州的地域文化及特色/The regional culture and characteristics of Hangzhou are fully reflected in the opening ceremony process
开幕式仪式流程中充分体现了杭州的地域文化及特色/The regional culture and characteristics of Hangzhou are fully reflected in the opening ceremony process
开幕式仪式中音乐、灯光与色彩搭配等营造了极佳的审美体验/The combination of music, lighting and colors in the opening ceremony created an excellent aesthetic experience
开幕式仪式中音乐、灯光与色彩搭配等营造了极佳的审美体验/The combination of music, lighting and colors in the opening ceremony created an excellent aesthetic experience
开幕式整体叙事流畅，能够清晰呈现“潮起亚细亚”的主题/The overall narrative of the opening ceremony is fluent and clearly presents the theme of "Tide Rising in Asia"
开幕式整体叙事流畅，能够清晰呈现“潮起亚细亚”的主题/The overall narrative of the opening ceremony is fluent and clearly presents the theme of "Tide Rising in Asia"

杭州亚运会开幕式的城市亲和力与城市潜力

	非常赞同	赞同	一般	不赞同	非常不赞同
开幕式呈现的杭州生活场景给我留下了深刻印象，如市花桂花、市歌《梦想天堂》等/The scenes of Hangzhou life presented at the opening ceremony, such as osmanthus (the city flower) and the city song Dream Paradise ,left a deep impression on me.
开幕式呈现的杭州生活场景给我留下了深刻印象，如市花桂花、市歌《梦想天堂》等/The scenes of Hangzhou life presented at the opening ceremony, such as osmanthus (the city flower) and the city song Dream Paradise ,left a deep impression on me.
开幕式让我觉得杭州是一座热情、开放、友好、包容的城市/The opening ceremony made me feel that Hangzhou is a passionate, open, friendly and inclusive city.
开幕式让我觉得杭州是一座热情、开放、友好、包容的城市/The opening ceremony made me feel that Hangzhou is a passionate, open, friendly and inclusive city.
杭州通过亚运会开幕式展现了对外来宾客的欢迎/Hangzhou showed its welcome to foreign guests through the Asian Games opening ceremony.
杭州通过亚运会开幕式展现了对外来宾客的欢迎/Hangzhou showed its welcome to foreign guests through the Asian Games opening ceremony.
开幕式能让我感受到杭州弄潮领先的城市精神/The opening ceremony made me feel Hangzhou’s pioneering spirit.
开幕式能让我感受到杭州弄潮领先的城市精神/The opening ceremony made me feel Hangzhou’s pioneering spirit.
开幕式让我感受到了杭州这座城市的组织能力与效率/The opening ceremony allowed me to experience the city’s organizational capacity and efficiency.
开幕式让我感受到了杭州这座城市的组织能力与效率/The opening ceremony allowed me to experience the city’s organizational capacity and efficiency.
开幕式让我感受到杭州是一座有潜力的国际化城市/The opening ceremony made me feel that Hangzhou is a potential international city.
开幕式让我感受到杭州是一座有潜力的国际化城市/The opening ceremony made me feel that Hangzhou is a potential international city.
我认为杭州有能力举办并办好更多国际性大活动/I believe Hangzhou has the ability to host more international events successfully.
我认为杭州有能力举办并办好更多国际性大活动/I believe Hangzhou has the ability to host more international events successfully.

杭州亚运会开幕式媒介参与

	非常赞同	赞同	一般	不赞同	非常不赞同
我特意空出时间观看开幕式直播/I specially set aside time to watch the live broadcast of the opening ceremony.
我特意空出时间观看开幕式直播/I specially set aside time to watch the live broadcast of the opening ceremony.
我通过多种媒介渠道（电视、短视频、社交平台等）追踪开幕式动态/I followed updates on the opening ceremony through various media channels (TV, short videos, social platforms, etc.).
我通过多种媒介渠道（电视、短视频、社交平台等）追踪开幕式动态/I followed updates on the opening ceremony through various media channels (TV, short videos, social platforms, etc.).
我会在观看过程中在社交媒体、短视频平台等渠道主动发布相关内容/I took the initiative to post relevant content on social media, short video platforms and other channels while watching.
我会在观看过程中在社交媒体、短视频平台等渠道主动发布相关内容/I took the initiative to post relevant content on social media, short video platforms and other channels while watching.
我会在观看过程中会实时点赞、评论或转发相关内容/I liked, commented on or forwarded relevant content in real time while watching.
我会在观看过程中会实时点赞、评论或转发相关内容/I liked, commented on or forwarded relevant content in real time while watching.
我参与了亚运会相关的数字互动，如“数字火炬手”“线上接力”等/ I participated in digital interactions related to the Asian Games, such as "Digital Torchbearer" and "Online Relay".
我参与了亚运会相关的数字互动，如“数字火炬手”“线上接力”等/ I participated in digital interactions related to the Asian Games, such as "Digital Torchbearer" and "Online Relay".
我会通过线上线下渠道分享开幕式的精彩片段/I shared wonderful clips of the opening ceremony through online and offline channels.
我会通过线上线下渠道分享开幕式的精彩片段/I shared wonderful clips of the opening ceremony through online and offline channels.

杭州亚运会开幕式媒介传播的群体认同

	非常赞同	赞同	一般	不赞同	非常不赞同
我觉得我与全国/全亚洲观众共同观看亚运会开幕这一时刻/I felt that I was watching the opening ceremony of the Asian Games together with audiences across the country/Asia.
我觉得我与全国/全亚洲观众共同观看亚运会开幕这一时刻/I felt that I was watching the opening ceremony of the Asian Games together with audiences across the country/Asia.
在社交媒体参与讨论让我产生了一种“我们在一起”的集体归属感/Participating in discussions on social media gave me a sense of collective belonging of "we are together".
在社交媒体参与讨论让我产生了一种“我们在一起”的集体归属感/Participating in discussions on social media gave me a sense of collective belonging of "we are together".
在观看开幕式直播时，我完全沉浸在杭州亚运会开幕的氛围中/I was fully immersed in the atmosphere of the Hangzhou Asian Games opening ceremony while watching the live broadcast.
在观看开幕式直播时，我完全沉浸在杭州亚运会开幕的氛围中/I was fully immersed in the atmosphere of the Hangzhou Asian Games opening ceremony while watching the live broadcast.
我认为开幕式成功构建了一个跨文化交流的平台/I believe the opening ceremony has successfully built a platform for cross-cultural communication.
我认为开幕式成功构建了一个跨文化交流的平台/I believe the opening ceremony has successfully built a platform for cross-cultural communication.
观看开幕式让我产生了亚洲美美与共、共同繁荣的愿景/Watching the opening ceremony inspired me with the vision of Asian countries sharing beauty and common prosperity.
观看开幕式让我产生了亚洲美美与共、共同繁荣的愿景/Watching the opening ceremony inspired me with the vision of Asian countries sharing beauty and common prosperity.

杭州亚运会开幕式的文化折扣效应

	非常赞同	赞同	一般	不赞同	非常不赞同
我能准确理解开幕式中蕴含的古典文化隐喻，如山水意象、诗画意蕴/I can accurately understand the classical cultural metaphors contained in the opening ceremony, such as the imagery of mountains and rivers, and poetic and artistic implications.
我能准确理解开幕式中蕴含的古典文化隐喻，如山水意象、诗画意蕴/I can accurately understand the classical cultural metaphors contained in the opening ceremony, such as the imagery of mountains and rivers, and poetic and artistic implications.
开幕式的解说或翻译帮助我消解了大部分文化理解障碍/The commentary or translation of the opening ceremony helped me eliminate most of the barriers to cultural understanding.
开幕式的解说或翻译帮助我消解了大部分文化理解障碍/The commentary or translation of the opening ceremony helped me eliminate most of the barriers to cultural understanding.
我能够理解并认同开幕式里“和谐”“共生”等价值观/I can understand and identify with the values such as "harmony" and "symbiosis" conveyed in the opening ceremony.
我能够理解并认同开幕式里“和谐”“共生”等价值观/I can understand and identify with the values such as "harmony" and "symbiosis" conveyed in the opening ceremony.
我愿意接受更多开幕式相关资讯来了解开幕式中的文化及价值/I am willing to accept more information related to the opening ceremony to understand its culture and values.
我愿意接受更多开幕式相关资讯来了解开幕式中的文化及价值/I am willing to accept more information related to the opening ceremony to understand its culture and values.

城市品牌态度调查量表-1

	非常赞同	赞同	一般	不赞同	非常不赞同
通过开幕式，我了解到杭州自然环境优美/Through the opening ceremony, I learned that Hangzhou has a beautiful natural environment.
通过开幕式，我了解到杭州自然环境优美/Through the opening ceremony, I learned that Hangzhou has a beautiful natural environment.
通过开幕式，我了解到杭州拥有深厚的人文历史底蕴/Through the opening ceremony, I learned that Hangzhou has a profound cultural and historical heritage.
通过开幕式，我了解到杭州拥有深厚的人文历史底蕴/Through the opening ceremony, I learned that Hangzhou has a profound cultural and historical heritage.
通过开幕式，我认为杭州是一座宜居的城市/Through the opening ceremony, I think Hangzhou is a livable city.
通过开幕式，我认为杭州是一座宜居的城市/Through the opening ceremony, I think Hangzhou is a livable city.
通过开幕式，我了解到杭州是一座领先的数字科技之城/Through the opening ceremony, I learned that Hangzhou is a leading digital technology city.
通过开幕式，我了解到杭州是一座领先的数字科技之城/Through the opening ceremony, I learned that Hangzhou is a leading digital technology city.
通过开幕式，我了解到杭州是一座有潜力的国际化大城市/Through the opening ceremony, I learned that Hangzhou is a potential international metropolis.
通过开幕式，我了解到杭州是一座有潜力的国际化大城市/Through the opening ceremony, I learned that Hangzhou is a potential international metropolis.

城市品牌态度调查量表-2

	非常赞同	赞同	一般	不赞同	非常不赞同
观看开幕式后，我对杭州的好感度提升/After watching the opening ceremony, my favorable impression of Hangzhou has improved.
观看开幕式后，我对杭州的好感度提升/After watching the opening ceremony, my favorable impression of Hangzhou has improved.
观看开幕式后，杭州对我的吸引力显著提升/After watching the opening ceremony, the attractiveness of Hangzhou to me has increased significantly.
观看开幕式后，杭州对我的吸引力显著提升/After watching the opening ceremony, the attractiveness of Hangzhou to me has increased significantly.
观看开幕式后，我对杭州城市管理水平更加信任/ After watching the opening ceremony, I have more trust in Hangzhou's urban management level.
观看开幕式后，我对杭州城市管理水平更加信任/ After watching the opening ceremony, I have more trust in Hangzhou's urban management level.
开幕式中传递的杭州城市精神引起了我的情感共鸣/The urban spirit of Hangzhou conveyed in the opening ceremony aroused my emotional resonance.
开幕式中传递的杭州城市精神引起了我的情感共鸣/The urban spirit of Hangzhou conveyed in the opening ceremony aroused my emotional resonance.

城市品牌态度调查量表-3

	非常赞同	赞同	一般	不赞同	非常不赞同
我愿意向他人推荐杭州/I am willing to recommend Hangzhou to others.
我愿意向他人推荐杭州/I am willing to recommend Hangzhou to others.
我愿意在社交媒体上分享关于杭州的正面信息/I am willing to share positive information about Hangzhou on social media.
我愿意在社交媒体上分享关于杭州的正面信息/I am willing to share positive information about Hangzhou on social media.
我计划在未来几年内前往杭州旅游/ I plan to travel to Hangzhou in the next few years.
我计划在未来几年内前往杭州旅游/ I plan to travel to Hangzhou in the next few years.
我愿意关注杭州的求学、就业、投资或居住相关信息/I am willing to pay attention to information about studying, employment, investment or living in Hangzhou.
我愿意关注杭州的求学、就业、投资或居住相关信息/I am willing to pay attention to information about studying, employment, investment or living in Hangzhou.
如果有机会，我愿意参加杭州举办的其他国际性活动/If there is an opportunity, I am willing to participate in other international events held in Hangzhou.
如果有机会，我愿意参加杭州举办的其他国际性活动/If there is an opportunity, I am willing to participate in other international events held in Hangzhou.

您认为杭州亚运会开幕式在哪些方面最能代表杭州?

您在开幕式过程中遇到的文化理解障碍有哪些?

您认为杭州亚运会开幕式在哪些方面最能代表杭州?
In what aspects do you think the opening ceremony of the Hangzhou Asian Games best represents Hangzhou?

您在开幕式过程中遇到的文化理解障碍有哪些？

What cultural understanding barriers did you encounter during the opening ceremony?

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