中国国家旅游形象分维调查和要素评价

发布时间：2018-05-01 13:07

本文选题：国家旅游形象 + 旅华外国游客　；参考：《陕西师范大学》2012年硕士论文

【摘要】：旅游目的地形象对旅游者的目的地选择行为和满意度都具有至关重要的作用和影响。世界各国竞相提出本国的旅游形象宣传口号,以与他国进行竞争,如印度的宣传口号是" Incredible India(不可思议的印度)”、泰国是"Amazing Thailand(神奇的泰国)”、加拿大是‘'Destination of Four Seasons (四季皆宜的旅游目的地)”等。从1992年起,我国国家旅游局每年都推出不同的旅游主题,并辅以相应的宣传口号(如2012年主题为“中国欢乐健康年”,口号为“欢乐中国游,健康伴你行”),但迄今为止,还没有形成统一、明晰的中国国家旅游形象。基于此,本文以问卷调查、统计年鉴、博客文本为数据来源,对入境外国游客对中国国家旅游形象进行调查研究。运用SPSS软件统计分析了调查样本的人口学特征、获取旅游信息的方式、在华停留时间和人均花费等；应用因子分析法、方差分析法、均值比较法、文本分析法从独特形象、认知形象、情感形象三个方面对中国国家旅游形象进行维度分析；应用文本分析法从饮食、住宿、交通、游览、购物、娱乐六方面对中国国家旅游形象要素进行了评价；在此基础上提出了促进中国入境旅游业健康、快速、可持续发展的国家形象营销策略。主要研究结论为：①经济高速发展、历史悠久的发展中国家是外国游客认可的中国独特形象。②核心吸引物、基础设施和服务、旅游配套设施和花费、信息沟通构成中国国家旅游认知形象的四大维度。不同性别、年龄、职业、出国旅游次数的外国游客的中国旅游认知形象有显著差异。③外国游客认为在华旅游非常有趣和独特。“美好”、“令人惊奇”、“有趣”等词汇表明外国游客在中国旅游具有较丰富的情感体验,“挑战”、“惊奇”等明汇表明中国旅游对外国游客产生了极大的吸引力。④外国游客对中国旅游形象要素总体评价较高,但也存在消极评价。⑤中国旅游形象词汇存在长尾现象,排在“头部”的词中“伟大”和“美好”是外国游客对中国旅游最具代表性的评价,“上海”和“北京”是中国的表征。⑥入境旅游者来华后对我国旅游形象的认知整体是正面和积极的,表现在中国地域广博、文化差异大,旅游活动丰富多样,旅游花费低等方面,而信息获取不便和沟通障碍等因素对中国旅游形象的影响是负面的。本文的创新之处在于：①从独特形象、认知形象、情感形象三个维度对中国国家旅游形象进行调查研究,得出中国国家旅游认知形象的评价模型和群体差异。②应用文本分析法对入境外国游客的中国国家旅游形象要素进行评价,发现了中国国家旅游形象词汇长尾现象。
[Abstract]:Tourist destination image plays an important role in tourist destination choice behavior and satisfaction. Countries around the world are competing with other countries by putting forward their own slogan for tourism image, such as "Incredible India" and "Amazing Thailand" in Thailand. Canada is the destination of Four Seasons. Since 1992, the National Tourism Administration of China has introduced different tourism themes each year, accompanied by corresponding slogans (such as "China Happy Health year" in 2012 and "Happy China Tour, Health with you"), but so far, There is not yet a unified, clear image of China's national tourism. Based on this, this paper takes questionnaire, statistical yearbook and blog text as the data source to investigate the image of inbound foreign tourists to China's national tourism. SPSS software is used to analyze the demographic characteristics of the survey sample, the way of obtaining tourism information, the time spent in China and the per capita expenditure, and so on, and the factors analysis method, variance analysis method, mean value comparison method, text analysis method are used to analyze the unique image of the survey sample. Cognitive image, emotional image of China's national tourism image dimension analysis, the application of text analysis from the diet, accommodation, transportation, tourism, shopping, entertainment six aspects of China's national tourism image elements were evaluated; On this basis, the national image marketing strategy of promoting the healthy, rapid and sustainable development of China's inbound tourism is put forward. The main conclusions of the study are that the developing countries with a long history of rapid economic development are the core attraction, infrastructure and services, tourist facilities and expenses recognized by foreign tourists as the unique image of China. Information communication constitutes the four dimensions of the cognitive image of China's national tourism. The cognitive images of Chinese tourists with different gender, age, occupation and number of trips abroad are significantly different. 3. Foreign tourists think that traveling in China is very interesting and unique. Words such as "beautiful", "amazing" and "interesting" indicate that foreign tourists have a rich emotional experience, "challenges" and so on. "surprise" shows that Chinese tourism has a great attraction to foreign tourists. Foreign tourists generally have a high evaluation of the elements of China's tourism image, but there is also a long tail phenomenon in negative evaluation of the vocabulary of China's tourism image. The words "great" and "beautiful" in the word "head" are the most representative comments of foreign tourists on Chinese tourism. "Shanghai" and "Beijing" are the characteristics of China. 6. The overall cognition of inbound tourists to China's tourist image after coming to China is positive and positive, which is manifested in China's extensive geographical, cultural differences, and rich and diverse tourism activities. The low cost of tourism and other factors such as inconvenient access to information and communication barriers have a negative impact on China's tourism image. The innovation of this paper lies in the investigation and study of China's national tourism image from three dimensions: unique image, cognitive image and emotional image. The evaluation model and group difference of cognitive image of Chinese national tourism are obtained. 2. The text analysis is applied to evaluate the elements of Chinese national tourism image of foreign tourists, and the long tail phenomenon of Chinese national tourism image vocabulary is found.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F224

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