中国大陆游客境外目的地发达程度和文化距离偏好研究

通过问卷调查方式,将中国大陆游客关注文化景观程度和出境旅游意愿的感知状态,同其向往的目的地,以及过去的出境旅游经历结合起来,研究大陆游客在选择出境旅游目的地时,对目的地文化距离和发达程度2个属性的偏好。结果发现,中国大陆游客一致偏好文化距离差距大的目的地,而对目的地发达程度的偏好则出现了两极分化:人文景观感知程度高的游客较愿意选择欠发达目的地;人文景观感知程度低的游客较愿意选择发达目的地。此外,还分析了不同目的地目标顾客的特点及其再次出境旅游可能选择的目的地变化规律。最后,为相关旅游地的东道主提出了营销建议。

Mainland of China Tourists Preference for Cultural Distance and Development Level of Their Travelling oversea Destinations

To explore Chinese tourists' preference for destination's development level and cultural distance,their cognition to destination's attributes like culture and landscape was linked to their favorite destination and travel experiences through a sample(N=280) gathered in Mainland of China.The results show that potential tourists from Mainland of China are consistently interested in the destinations with larger cultural distance.However,according to their preference for destination's development level,they can be divided into two groups: one prefers the developing while another prefers the developed.Additionally,destination choices of Chinese consumers relate to their travel experiences and those with more chances of overseas visiting tend to choose different destinations for their different travels in a certain order.These conclusions are valued both in academic research and business practices.