基于游客偏好的福建对台旅游产品优化研究
发布时间：2018-11-15 16:46
【摘要】：福建具有发展对台旅游的基础和优势，长期以来构成福建最大的入境旅游市场。2008年7月两岸“三通”的全面开放和2010年ECFA的签署将两岸经贸合作推向新的高潮，进一步推动了台湾来福建旅游的游客量的持续增长。近年来，随着两岸旅游交流的持续推进，台湾游客来闽旅游形式及旅游需求逐渐呈现多样化的特点。但就目前福建对台产品发展现状来说，对台产品类型单一，特色不明显，旅游配套设施不完善，难以满足台湾游客多样化的旅游要求。旅游偏好是影响旅游决策的重要心理因素，但从目前学术研究来看，多数学者从文化视角、“五缘”优势视角提出福建对台旅游产品发展问题，却很少考虑到游客的需求和偏好。基于以上背景，本研究从游客偏好的角度研究福建对台旅游产品优化问题，将有助于优化现有福建对台旅游产品，同时开发设计适销对路的旅游产品，满足新时期台湾游客入闽多样化的旅游需求，促进福建旅游的发展，并在一定程度上促进两岸旅游的交流与合作。 本研究以旅游偏好理论为指导，在分析福建对台旅游发展条件的基础上，采用深度访谈和问卷调查的方法对台湾游客旅游偏好问题进行研究，运用旅游心理学、旅游消费行为学、旅游市场营销学等相关学科知识，从偏好的视角对潜在的和现实的台湾游客到福建旅游的心理倾向进行分析，并结合福建对台旅游发展的实际现状，提出福建对台旅游产品的优化对策。 本研究分为7部分，首先提出研究背景和国内外研究现状，提出本研究的问题和思路，并从旅游偏好的形成过程、旅游偏好与旅游决策过程的关系、旅游偏好与旅游动机的关系及旅游偏好影响因素四个方面对旅游偏好理论进行阐述，在此基础上构建了台湾游客旅游偏好的分析模型，奠定了本研究的理论基础；同时对福建对台旅游产品、台湾游客旅游偏好的概念进行界定。其次，分析了福建对台旅游发展进程和福建对台旅游发展条件，通过深度访谈及问卷调查的方法分析台湾游客旅游产品选择偏好及对福建旅游的认知和出游选择态度；在此基础上对福建对台旅游资源优势和福建对台旅游产品现状及存在的问题进行分析；最后，针对福建对台旅游产品存在的问题，以游客偏好为导向，提出福建对台旅游产品应深入挖掘对台优势旅游资源的文化内涵，实现传统旅游产品的转型升级；为游客偏好为导向，，构建多样化的对台旅游产品；加强区域合作，增强旅旅游产品对台吸引力；加强旅游产品要素的整合提升，提高产品附加价值的优化对策。
[Abstract]:Fujian has the basis and advantage of developing tourism to Taiwan, and has long constituted Fujian's largest inbound tourism market. The full opening of the "three links" between the two sides of the strait in July 2008 and the signing of ECFA in 2010 have pushed cross-strait economic and trade cooperation to a new climax. Further promote Taiwan to Fujian tourism volume of sustained growth. In recent years, with the continuous development of cross-strait tourism exchanges, the tourist forms and demands of Taiwanese tourists to Fujian gradually show the characteristics of diversification. However, as far as the present situation of Fujian's products to Taiwan is concerned, the Taiwan products are of a single type, the characteristics are not obvious, and the tourist supporting facilities are not perfect, so it is difficult to meet the diversified tourist requirements of Taiwan tourists. Tourism preference is an important psychological factor influencing tourism decision-making. However, from the current academic research, most scholars put forward the development of Fujian tourism products to Taiwan from the perspective of culture and "five advantages". Little consideration is given to the needs and preferences of tourists. Based on the above background, the study on the optimization of Fujian tourism products to Taiwan from the perspective of tourist preference will help to optimize the existing Fujian tourism products to Taiwan, and to develop and design suitable tourism products. To meet the diversified tourism needs of Taiwanese tourists in Fujian in the new period, to promote the development of Fujian tourism, and to promote cross-strait tourism exchanges and cooperation to a certain extent. Guided by the theory of tourism preference, based on the analysis of the conditions of Fujian's tourism development to Taiwan, this study uses the methods of in-depth interviews and questionnaires to study the tourism preference of Taiwan tourists, and applies tourism psychology. From the perspective of preference, this paper analyzes the psychological tendency of potential and realistic Taiwanese tourists to visit Fujian, and combines with the actual situation of Fujian's tourism development. The optimization countermeasures of Fujian tourism products to Taiwan are put forward. This research is divided into seven parts. Firstly, the research background and the current research situation at home and abroad are put forward, and the problems and ideas of this study are put forward, and the relationship between tourism preference and tourism decision-making process is discussed from the forming process of tourism preference and the relationship between tourism preference and tourism decision-making process. The relationship between tourism preference and tourism motivation and the influencing factors of tourism preference are discussed in four aspects. On this basis, the analysis model of tourism preference of Taiwan tourists is constructed, which lays the theoretical foundation of this study. At the same time, the concept of Fujian tourism products to Taiwan, tourism preference of Taiwan tourists is defined. Secondly, it analyzes the process of Fujian's tourism development to Taiwan and the conditions of Fujian's tourism development to Taiwan, and analyzes the preference of Taiwan tourists' tourism product selection and their cognition and attitude towards Fujian tourism by means of in-depth interviews and questionnaires. On this basis, the advantages of Fujian tourism resources to Taiwan and the current situation and problems of Fujian tourism products to Taiwan are analyzed. Finally, aiming at the problems existing in Fujian's tourism products to Taiwan, the author points out that Fujian's tourism products to Taiwan should dig into the cultural connotation of tourism resources to realize the transformation and upgrading of traditional tourism products. To construct diversified tourism products for tourists' preference; to strengthen regional cooperation to enhance the attraction of tourism products to Taiwan; to strengthen the integration of tourism product elements and enhance the added value of products optimization countermeasures.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7
本文编号：2333854
[Abstract]:Fujian has the basis and advantage of developing tourism to Taiwan, and has long constituted Fujian's largest inbound tourism market. The full opening of the "three links" between the two sides of the strait in July 2008 and the signing of ECFA in 2010 have pushed cross-strait economic and trade cooperation to a new climax. Further promote Taiwan to Fujian tourism volume of sustained growth. In recent years, with the continuous development of cross-strait tourism exchanges, the tourist forms and demands of Taiwanese tourists to Fujian gradually show the characteristics of diversification. However, as far as the present situation of Fujian's products to Taiwan is concerned, the Taiwan products are of a single type, the characteristics are not obvious, and the tourist supporting facilities are not perfect, so it is difficult to meet the diversified tourist requirements of Taiwan tourists. Tourism preference is an important psychological factor influencing tourism decision-making. However, from the current academic research, most scholars put forward the development of Fujian tourism products to Taiwan from the perspective of culture and "five advantages". Little consideration is given to the needs and preferences of tourists. Based on the above background, the study on the optimization of Fujian tourism products to Taiwan from the perspective of tourist preference will help to optimize the existing Fujian tourism products to Taiwan, and to develop and design suitable tourism products. To meet the diversified tourism needs of Taiwanese tourists in Fujian in the new period, to promote the development of Fujian tourism, and to promote cross-strait tourism exchanges and cooperation to a certain extent. Guided by the theory of tourism preference, based on the analysis of the conditions of Fujian's tourism development to Taiwan, this study uses the methods of in-depth interviews and questionnaires to study the tourism preference of Taiwan tourists, and applies tourism psychology. From the perspective of preference, this paper analyzes the psychological tendency of potential and realistic Taiwanese tourists to visit Fujian, and combines with the actual situation of Fujian's tourism development. The optimization countermeasures of Fujian tourism products to Taiwan are put forward. This research is divided into seven parts. Firstly, the research background and the current research situation at home and abroad are put forward, and the problems and ideas of this study are put forward, and the relationship between tourism preference and tourism decision-making process is discussed from the forming process of tourism preference and the relationship between tourism preference and tourism decision-making process. The relationship between tourism preference and tourism motivation and the influencing factors of tourism preference are discussed in four aspects. On this basis, the analysis model of tourism preference of Taiwan tourists is constructed, which lays the theoretical foundation of this study. At the same time, the concept of Fujian tourism products to Taiwan, tourism preference of Taiwan tourists is defined. Secondly, it analyzes the process of Fujian's tourism development to Taiwan and the conditions of Fujian's tourism development to Taiwan, and analyzes the preference of Taiwan tourists' tourism product selection and their cognition and attitude towards Fujian tourism by means of in-depth interviews and questionnaires. On this basis, the advantages of Fujian tourism resources to Taiwan and the current situation and problems of Fujian tourism products to Taiwan are analyzed. Finally, aiming at the problems existing in Fujian's tourism products to Taiwan, the author points out that Fujian's tourism products to Taiwan should dig into the cultural connotation of tourism resources to realize the transformation and upgrading of traditional tourism products. To construct diversified tourism products for tourists' preference; to strengthen regional cooperation to enhance the attraction of tourism products to Taiwan; to strengthen the integration of tourism product elements and enhance the added value of products optimization countermeasures.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7
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