中国内文化群体旅游目的地形象认知的比较研究

发布时间：2018-03-26 13:28

  本文选题：中国　切入点：旅游目的地形象　出处：《陕西师范大学》2016年博士论文

【摘要】：随着中国旅游目的地之间的竞争日益激烈,目的地形象营销已成为目的地增强市场竞争力的有效手段之一。在此背景下,如何面向细分市场开展目的地形象精准营销成为重要的研究课题。中国是一个人口众多、文化多元、历史悠久且近代以来发生了巨大社会变革的国家,国内不同文化群体客观存在。但是,国内外对中国文化群体的旅游目的地形象比较研究尚属空白。因此,开展不同文化群体之间的目的地形象比较研究,不仅可以丰富和深化目的地形象研究内容,而且可以为中国旅游目的地发展提供实践指导。本文将一个国家内部存在的多种文化群体称为内文化群体,它是国家文化群体进一步细分而来的文化群体。内文化群体同样具有共同的群体意识和行为规范,其群体文化是组成国家文化不可或缺的部分。根据内文化群体的特点,为服务于旅游目的地形象的比较研究,本文提出了对内文化群体基于时间维、空间维和属性维的分类体系,并根据典型性和代表性原则基于时间维遴选出五个代际文化群体、基于空间维遴选出三个地域文化群体、基于属性维遴选出性别文化群体作为本文研究的内文化群体典型代表。本文以目的地形象相关理论、文化决定论、环境感知论和社会认知理论为基础,以中国著名旅游目的地杭州为案例,使用第一手数据和比较研究法,基于单因子方差分析和T检验比较了内文化群体目的地形象因子认知的异同,基于结构方程模型比较了内文化群体目的地认知形象维度结构的异同,基于数理分析和社会网络分析比较了目的地刻板形象词汇的异同。本文主要研究结论有:第一,中国内文化群体的目的地形象存在显著差异。其中代际文化群体之间差异最大,地域文化群体次之,性别文化群体再次。代际文化群体中50后、60后和70后文化群体之间的目的地形象差异较小,他们对杭州目的地形象的评价显著高于80后和90后文化群体,同时,出生年代越靠前,对杭州的目的地形象评价越高;地域文化群体中的京派、海派和中原文化群体在目的地形象的不同方面表现出不同的差异,他们的目的地形象各具特色。总体而言,京派文化群体对杭州目的地形象评价较高,中原文化群体较低,海派文化群体居中;性别文化群体的目的地形象差异较小,其中男性文化群体对目的地形象的评价略高于女性文化群体。尽管不同性别文化群体的旅游目的地形象存在一些显著差异,但相比其他两类内文化群体,其个性化的目的地形象并不明显。第二,中国内文化群体的目的地形象由共性维度和个性维度有机组成,表现出"手掌模型"式的维度结构。中国内文化群体目的地形象的共性维度包括"城市形象"、"旅游服务与基础设施"和"旅游吸引物",三者构成了"手掌模型"的掌面,个性维度则因内文化群体的不同文化特征而异,构成"手掌模型"的手指,例如京派文化群体认知形象中的"目的地氛围"、90后文化群体认知形象中的"美食演艺"和女性文化群体认知形象中的"地方文化"等维度。第三,文化是目的地形象产生群体差异的重要影响因素。其中地域文化中的商业文化、生活方式等文化因素;代际文化中的知足常乐、家国情怀、个性化程度、国际视野等文化因素;性别文化中对经济、美的关注、多愁善感等文化因素,是导致内文化群体目的地形象差异的重要群体文化因素。本文的创新点主要有三:第一,提出了内文化群体的概念。本文根据研究对象的特殊性,提出了一个涵括代际、地域和性别等文化群体的新的通约性概念一一内文化群体,并用于研究国内文化群体的目的地形象差异。第二,初步揭示了中国内文化群体目的地形象认知差异的一般规律。内文化群体的目的地形象认知具有普遍差异,无论是认知形象还是刻板形象。其中代际文化群体的目的地形象评价从前向后呈现出梯级下降的态势;地域文化群体根据各自特点评价各异;性别文化群体的目的地形象评价差异不大。第三,发现了内文化群体目的地形象维度结构的共性维度和个性维度,并对其进行归纳总结,提出了目的地形象维度结构的"手掌模型"。
[Abstract]:With the China tourist destination of the increasingly fierce competition, the destination image marketing has become one of the effective means to enhance the market competitiveness. Under this background, how to carry out market segmentation destinationimages precision marketing has become an important research topic. Chinese is a populous, multi culture, has a long history and in modern times happened the great social changes in the country, the different cultural groups exist. However, both at home and abroad to Chinese cultural groups of tourism destination image comparison research is still blank. Therefore, to carry out the comparative study between different cultural groups of the destination image, can not only enrich and deepen the content of the image of the destination, but also for the China tourism destination to provide practical guidance. The various cultural groups within a country are called cultural groups, it is a national cultural group The body further subdivided to cultural groups. In cultural groups also have group consciousness and behavior norms, the group culture is an integral part of national culture. According to the characteristics of cultural groups, comparative study to serve the tourism destination image, this paper puts forward to the cultural groups based on the time dimension, classification system spatial and attribute dimensions, and according to the typical and representative principle based on time dimension Lin selected five intergenerational cultural groups, the space selection of the three regional cultural groups based on the attribute dimension selection of sex culture groups as typical cultural groups in this study. In this paper, based on the destination image theory, culture determinism, environmental perception theory and social cognitive theory as the foundation, to China famous tourism destination in Hangzhou as a case, using the first hand data and comparative research method, based on single Factor analysis of variance and T test to compare the similarities and differences in cultural groups destinationimages cognitive factors, similarities and differences of the structural equation model between the internal cultural groups to cognitive dimensions of the image structure based on mathematical analysis and social network analysis compared the similarities and differences of lexical stereotypes based on the destination. The main conclusions of this research are: first, in China destinationimages cultural groups have significant differences. The differences between intergenerational cultural groups, groups of regional culture, gender culture group again. Intergenerational cultural group 50, between 60 and 70 after the group after the destination image of small differences in their evaluation of Hangzhou destination image was significantly higher than that of 80 and 90 cultural groups, at the same time, those born in the front, Hangzhou evaluation of destination image is higher; the regional culture group in Beijing, Shanghai and in groups in the original Different aspects of the destination image showed different differences, characteristics of their destination image. Overall, the cultural group Hangzhou evaluation of destination image is higher, the Central Plains culture group low Group Shanghai Culture Center; gender cultural groups destinationimages difference is small, the evaluation of the destination image of male culture the group is slightly higher than female cultural groups. Although different gender and cultural groups of tourist destination image has some significant differences, but compared to other two kinds of cultural groups, the personalized destination image is not obvious. In second, Chinese cultural groups destinationimages by common dimensions and personality dimensions of organic composition, showing the dimension structure the palm model ". The common destination in cultural groups Chinese dimension image including" city image "," tourism services and infrastructure "and" tourist attraction" Three, constituted a "palm palm model", the personality dimension depends on the different cultural characteristics in cultural groups, constitute a "palm model" fingers, such as the cultural groups in the cognitive image "destination atmosphere", 90 cultural groups in the cognitive image of "beauty food arts and cultural groups of women in the cognitive image of" local culture "and other dimensions. Third, culture is an important factor for the occurrence of destination image groups. The regional culture in the commercial culture, lifestyle and cultural factors; intergenerational culture in contentment, patriotism, the degree of personalization, international perspective and cultural factors; gender culture of economy. The beauty of the concern, always melancholy and moody and other cultural factors, is an important cause of cultural factors in community cultural groups destinationimages differences. The main innovations of this paper are three: first, the concept of cultural groups. The root According to the particularity of the research object, put forward a new generation covers, common concept of geographical and gender cultural groups in all cultural groups, and used to study the domestic cultural groups destinationimages differences. Second, revealing the cultural groups in Chinese destinationimages cognitive differences cognitive rule. Cultural groups in the destination image has common difference, whether cognitive image or stereotype. The intergenerational cultural groups destination image evaluation backwards showing cascade downward trend of regional culture; the group according to the features of different evaluation; evaluation of gender and cultural groups destination image has no significant difference. Third, found in the purpose of cultural groups as a common terrain dimension and the dimension of personality dimensions, and carries on the summary, proposed destinationimages dimension structure "palm model".

【学位授予单位】：陕西师范大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F592;G05
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本文编号：1668050