中部大城市居民港台旅游意象及其对旅游意愿的影响研究——以无港台旅游经历南昌市民为例

发布时间：2018-02-22 02:25

  本文关键词： 中部大城市居民 香港 台湾 旅游意象 旅游意愿　出处：《世界地理研究》2017年05期 　论文类型：期刊论文

【摘要】：为了协助政府或企业对中部大城市港台游市场的预测、营销与管理,也为了验证人们对多个目的地旅游意象的差异是否导致他们对这些目的地旅游意愿的差异,文章以南昌市为例,分析、比较了中部大城市居民对港台两地的旅游意象和旅游意愿。对598位无港台旅游经历南昌市民的调查表明:香港的旅游意象优势多于台湾,就总体而言市民对香港的旅游意愿也显著强于台湾;市民对港台两地的旅游意愿和选择偏好均存在显著的群体分异。Logistic回归分析结果显示,香港的多数旅游意象优势、劣势因子显著影响市民在港台两地中偏好香港的概率。这就从潜在游客角度证实了目的地之间旅游意象差异与旅游意愿差异的因果联系。香港、台湾应重视对中部大城市旅游市场的开拓,但两地的具体策略应有所不同。
[Abstract]:In order to assist the government or enterprises in predicting, marketing and managing the Hong Kong and Taiwan tourist markets in the big cities of the central region, and to verify whether people's differences in tourism images of more than one destination lead to differences in their willingness to visit these destinations, Taking Nanchang City as an example, this paper analyzes and compares the tourism image and the tourist will of the residents of the big cities of central China to Hong Kong and Taiwan. A survey of 598 people who have no tourism experience between Hong Kong and Taiwan shows that Hong Kong has more advantages than Taiwan in terms of tourism image. On the whole, the people's desire for tourism in Hong Kong is also significantly stronger than that in Taiwan, and there is significant group differentiation and preference for tourism in Hong Kong and Taiwan. Logistic regression analysis shows that most of the tourism images in Hong Kong are superior to each other. The disadvantage factor significantly affects the probability of people's preference for Hong Kong between Hong Kong and Taiwan. This confirms the causal link between destination image differences and tourist willingness differences from the perspective of potential tourists. Taiwan should attach importance to the development of tourism market in the big cities of central China, but the specific strategies of the two places should be different.
【作者单位】： 江西财经大学旅游与城市管理学院;
【基金】：国家自然科学基金项目(41261029) 国家留学基金项目(201709805008)
【分类号】：F592.7
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本文编号：1523420