民族地区旅游目的地选择影响因素研究

发布时间：2018-07-15 07:40

【摘要】：随着中国旅游业的快速发展及中国居民出游力的增加,民族地区日益成为旅游者旅游目的地选择的重要区域之一。民族地区作为特定的旅游目的地,在游客感知距离、旅游资源及旅游者行为决策等方面具有其独特性。对民族地区旅游目的地选择影响因素研究,有利于丰富民族地区旅游地选择的相关理论,对少数民族地区旅游营销具有借鉴意义。多年来,国内外学者从不同研究视角出发,对影响旅游目的地选择的因素进行分析,但旅游者在选择不同类型的旅游目的地时影响其决策的因素大不相同,还没有学者就某一类特定旅游目的地进行具体研究,缺乏有针对性地对某一旅游目的地细分市场进行深入的探讨与分析。在少数民族地区旅游业快速发展的背景下,本文以民族地区旅游目的地这一细分市场作为研究对象,在计划行为理论的基础上,构建了民族地区旅游目的地选择的影响因素模型。以国内部分一线及省会城市居民为样本,运用因子分析法,得出民族地区旅游目的地选择的影响因子：旅游吸引物、旅游服务、旅游成本、社会影响及旅游支持。本文以旅游者出游意愿为被解释变量,以五个影响因子分别作为解释变量,构建了回归模型。实证结果表明：第一,旅游目的地形象的吸引程度与游客的出行意愿呈正相关；第二,旅游目的地的服务水平对游客的出行意愿有显著的正相关关系；第三,旅游者所承受的成本与出行意愿负相关；第四,社会影响方面同游客的出行意愿具有显著正相关关系；第五,旅游目的地的支持力度与出行意愿具有显著正相关关系。基于实证分析的结果,本文在理论分析的基础上,结合我国民族旅游地区现状,分别从以上五个角度为民族地区市场营销提出建议,以期为民族地区旅游目的地选择的相关研究和营销实践起到启示和借鉴作用。
[Abstract]:With the rapid development of Chinese tourism and the increase of Chinese residents' ability to travel, ethnic regions are becoming one of the most important tourist destinations. As a special tourist destination, ethnic regions are unique in the aspects of perceived distance, tourist resources and tourist behavior decision. The study on the influencing factors of tourism destination selection in ethnic minority areas is beneficial to enrich the relevant theories of tourism destination selection in ethnic minority areas and has reference significance for tourism marketing in ethnic minority areas. Over the years, scholars at home and abroad have analyzed the factors that affect the choice of tourist destinations from different perspectives, but the factors that affect the decision of tourists in choosing different types of destinations are very different. There are no scholars on a specific type of tourism destination specific research, lack of targeted to a specific tourism destination segmentation market in-depth discussion and analysis. In the context of the rapid development of tourism in ethnic minority areas, this paper takes the tourism destination as the research object, based on the theory of planning behavior. This paper constructs a model of influencing factors of tourist destination selection in ethnic minority areas. Based on the sample of some first-line and provincial capital residents in China, the factors influencing the choice of tourism destination in ethnic minority areas are obtained by using factor analysis: tourism attraction, tourism service, tourism cost, social impact and tourism support. In this paper, the tourists' willingness to travel is taken as the explanatory variable, and the five factors are taken as the explanatory variables respectively, and the regression model is constructed. The empirical results show that: first, tourism destination image is positively correlated with tourists' travel intention; second, tourism destination service level has a significant positive correlation with tourists' travel willingness; third, The cost incurred by tourists is negatively correlated with travel willingness; fourth, social impact has a significant positive correlation with tourists' travel willingness; fifth, tourism destination support has a significant positive correlation with travel willingness. Based on the results of empirical analysis, this paper, on the basis of theoretical analysis, combined with the current situation of ethnic tourism areas in China, respectively from the above five points of view for the marketing of ethnic minority areas put forward suggestions. The purpose is to enlighten and draw lessons from the related research and marketing practice of tourism destination selection in ethnic minority areas.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F224

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