哈萨克斯坦游客对中国旅游形象感知的实证研究

发布时间：2018-01-01 08:40

本文关键词：哈萨克斯坦游客对中国旅游形象感知的实证研究　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：当今,中国和哈萨克斯坦之间的关系越来越密切。随着哈萨克斯坦国民生活水平、收入的不断增加,哈萨克斯坦居民到中国旅游的人数日益增长,在两国合作领域中,旅游业逐渐也成为了最受重视的行业之一。研究两国之间的旅游情况具有越来越重要的意义。但目前大多数关于中国与哈萨克斯坦之间的研究都集中在两国贸易以及自然资源方面的研究,将哈萨克斯坦和中国视为旅游目的地以及两者之间的旅游合作方面的研究几乎为零,对哈萨克斯坦居民对中国旅游形象感知的研究仍是国内形象感知研究的空白。本研究以哈萨克斯坦居民为调查对象,在综述国内外相关研究的基础上,通过在哈萨克斯坦首都阿斯塔纳市与全国最大城市阿拉木图市进行问卷调查获取一手数据,进行实证的数理统计,旨在探索哈萨克斯坦居民对中国旅游形象的感知以及不同社会人口统计学特征下哈萨克斯坦居民去中国旅游的动机差异。研究结果表明：去过与未去过中国旅游的哈萨克斯坦居民对中国旅游形象感知有一定的显著差异；哈萨克斯坦居民去中国旅游的动机公因子有四个,分别为“考察交友型”、“冒险逃离型”、“观光休闲型”以及“娱乐展示型”；结合哈萨克斯坦居民社会人口统计特征,可发现不同的受访者到中国旅游动机存在差异,因此应针对各种不同需求的哈萨克斯坦居民制定不同的宣传对策,最终使哈萨克斯坦居民对中国旅游有更好的形象感知。根据数据分析的结果,本研究对未来中国和哈萨克斯坦两国旅游业合作的发展提出建议,寻找可能的路径来加强旅游正面影响、弱化负面影响,并提出了吸引哈萨克斯坦游客进入中国旅游市场的措施和策略。总之,本研究主要从旅游感知角度出发,对哈萨克斯坦游客到中国旅游,所产生的目的地形象感知、旅游动机等相关因素进行分析,意在了解哈萨克斯坦游客到中国旅游的感知、需求、动机,并且研究分析了哈萨克斯坦游客到中国出境旅游的主要动机,制定正确的旅游规划来吸引哈萨克斯坦游客到中国出境旅游。以此促进以及加强中哈两国之间的旅游业合作发展,为哈萨克斯坦和中国政府及相关管理部门发展旅游提供指导意义为未来的研究以及两国相关部门旅游营销提供更多的参考。
[Abstract]:Today , the relationship between China and Kazakhstan is becoming more and more closely . With Kazakhstan ' s national standard of living and increasing incomes , the number of people from Kazakhstan to China is growing . In the field of cooperation between the two countries , tourism has become one of the most valued industries . Based on an overview of the domestic and foreign related research , this study takes the residents of Kazakhstan as the object of investigation , and carries out the empirical mathematical statistics by conducting a questionnaire survey in the capital of Kazakhstan and the largest city of Almaty in the capital of Kazakhstan to explore the perception of the Chinese tourist image and the difference in motivation among the residents of Kazakhstan under different demographic characteristics of different social demographic characteristics . The results show that there is a significant difference in the perception of Chinese tourism image with the residents who have not been to China . Four of the motive public factors of the Chinese tourism in Kazakhstan are four , " visiting friends " , " adventure escape " , " sightseeing leisure type " and " entertainment display type " , respectively ; According to the characteristics of the social demographic characteristics of the residents in Kazakhstan , it can be found that there is a difference between different respondents to China ' s tourism motivation , so different propaganda countermeasures should be formulated for the residents of Kazakhstan with different needs , and finally , the residents of Kazakhstan have better image perception to Chinese tourism . According to the results of data analysis , this study suggests that the development of tourism cooperation between China and Kazakhstan should be put forward , and the possible ways are found to strengthen the positive influence of tourism , weaken the negative impact , and put forward the measures and strategies to attract the tourists from Kazakhstan to China ' s tourism market . In conclusion , this study is mainly based on the perspective of tourism perception , analyzes the relevant factors such as the perception , demand and motivation of tourists from Kazakhstan to China , and aims to understand the perception , demand and motivation of tourists from Kazakhstan to China , and studies the main motives of the tourists from Kazakhstan to China ' s outbound tourism . It also studies the development of tourism cooperation between Kazakhstan and China , which will guide the development of tourism in Kazakhstan and the Chinese government and relevant management sectors . It will provide more reference for the research of Kazakhstan and the Chinese government and related management sectors for tourism .

【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592;F593.61

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