文化距离对国际旅游目的地选择行为的影响:以中国入境游市场为例

发布时间：2018-03-19 03:24

本文选题：文化距离　切入点：入境旅游　出处：《浙江大学学报(人文社会科学版)》2017年04期 　论文类型：期刊论文

【摘要】：文化距离既可以通过影响旅游者追求新奇和逃离现实这两种基本出游动机来促进旅游者对目的地的选择,也可以通过影响旅游者的风险感知而阻碍旅游者对目的地的选择。基于中国1995—2012年入境游统计数据的实证研究发现,文化距离与国际旅游者目的地选择行为之间呈现出倒U形的非线性关系,由此可推导出到访中国的游客达到峰值时所对应的文化距离取值,即最优文化距离。当其他条件一致时,中国对与中国的文化距离值为3.606左右的国家居民最具吸引力,即新西兰、比利时、立陶宛、希腊和葡萄牙。为了更好地吸引海外游客,旅游企业和政府旅游机构应根据客源国与中国不同的文化距离实施不同的营销措施,将最优文化距离附近的国家确定为目标客源市场。对与中国文化距离小于最优文化距离的国家,应重点突出中国与它们的差异;反之,则应强调中国与其相似之处。
[Abstract]:Cultural distance can promote tourists' choice of destination by influencing tourists to pursue novelty and escape from reality. It can also hinder tourists' choice of destination by influencing tourists' risk perception. The relationship between cultural distance and international tourists' choice of destination is inversely U-shaped, which can be used to deduce the corresponding value of cultural distance when visitors to China reach the peak. Optimal cultural distance. When other conditions are the same, China is most attractive to residents of countries with a cultural distance of around 3.606, namely New Zealand, Belgium, Lithuania, Greece and Portugal. Tourism enterprises and government tourism agencies should implement different marketing measures according to different cultural distances between the country of origin and China. The countries near the optimal cultural distance should be determined as the target tourist market. For the countries whose cultural distance from China is less than the optimal cultural distance, the differences between China and them should be emphasized, whereas the similarities between China and them should be emphasized.
【作者单位】：浙江大学管理学院;
【基金】：国家旅游局2015年度“万名旅游英才计划”(WMYC20151098)
【分类号】：F592;G05

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