大陆游客对海南目的地意象研究

发布时间：2018-03-01 17:54

本文关键词： 海南目的地意象市场细分　出处：《海南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：目的地意象(Destination image)是旅游研究领域中备受关注的一个领域,对于游客目的地选择行为具有决定性的影响,并影响到游客的满意度以及购后行为。海南拥有独特的热带气候条件和丰富的海岛旅游资源,对大陆游客具有强大的吸引力,是一个极具特色的旅游目的地。尤其是在海南国际旅游岛建设上升为国家层面战略后,如何提升海南旅游意象,成为一个极具现实意义的研究课题。从学术研究的层面来看,海南在大陆游客心目中呈现出的旅游意象为何?这种意象对其旅游行为有何影响?如何根据旅游意象来细分海南旅游市场?迄今为止,尚未有较为深入的研究成果。有鉴于此,本研究课题具有重要的理论与现实意义。本研究通过研究海南目的地的意象,探究海南国际旅游岛对大陆游客的吸引力因素,分析信息来源对海南目的地意象的影响。在此基础上,进一步分析人口统计特征、旅游特性等因素对海南目的地意象的影响,并通过目的地意象对大陆旅游市场进行细分。这样在理论层面有助于验证旅游意象对游客目的地选择行为的影响,有助于进一步完善旅游意象理论;在实践层面有助于海南旅游目的地开发与旅游市场营销,为旅游企业开发旅游产品提供参考。研究结果显示,大陆游客对于海南目的地意象认同程度较高的因素主要为:海南空气质量好、有美丽的自然风光、可以放松心情的好地方、气候宜人、热带风光与南国风情极具特色、水果种类丰富、是一生中必来的地方之一,整体意象偏向正面。大陆游客未到海南旅游之前,接触有关海南的信息来源多元化,互联网搜集、亲朋好友介绍与旅游宣传为主。检定假设结果发现,性别、年龄、文化程度、职业、个人月收入、婚姻状况、居住地区、来海南的总次数、预算、购物消费金额对意象认知会产生显著差异,可做为细分意象的变量。在此基础上,本研究将大陆游客分为担心危险型、旅游品质型、期待落差型、谨慎消费型四大类群体。上述细分群体有助于推广海南的旅游产品,更好地满足大陆游客的不同需求。
[Abstract]:Destination image is one of the most concerned areas in the field of tourism research, which has a decisive effect on the behavior of destination selection. Hainan has unique tropical climate conditions and abundant island tourism resources, which has a strong appeal to mainland tourists. It is a very special tourist destination. Especially after the construction of Hainan International Tourism Island has been upgraded to a national level strategy, how to promote Hainan tourism image has become a research topic of great practical significance. What are the tourist images of Hainan in the eyes of mainland tourists? How does this image affect its tourism behavior? How to subdivide Hainan tourism market according to tourism image? So far, there has been no in-depth research results. In view of this, this research topic has important theoretical and practical significance. This paper probes into the attraction factors of Hainan International tourist Island to mainland tourists, analyzes the influence of information sources on Hainan destination image. On this basis, it further analyzes the influence of demographic characteristics, tourist characteristics and other factors on Hainan destination image. It also subdivides the mainland tourism market through destination image, which is helpful to verify the influence of tourism image on tourist destination choice behavior and to further improve the theory of tourism image. It is helpful to Hainan tourism destination development and tourism marketing, and provides a reference for tourism enterprises to develop tourism products. The main factors that mainland tourists identify with Hainan's destination image are: Hainan has good air quality, beautiful natural scenery, a good place to relax, a pleasant climate, and tropical scenery and southern customs are very special. Fruit is rich in variety and is one of the places that must come in a lifetime. The overall image tends to be positive. Before mainland tourists visit Hainan, they come into contact with various sources of information about Hainan, and collect information on the Internet. Introduction of relatives and friends and tourism publicity. The test hypothesis found that sex, age, education, occupation, personal monthly income, marital status, living area, total number of visits to Hainan, budget, The amount of shopping consumption will have significant differences in image cognition and can be used as a variable for subdivision of image. On this basis, this study divides mainland tourists into worried dangerous type, tourist quality type, expectation difference type, and so on. The above subgroups are helpful to promote Hainan's tourism products and better meet the different needs of mainland tourists.
【学位授予单位】：海南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7

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