旅华外国游客旅游消费偏好的实证研究

A Demonstrative Study on Travel Consumption Preference of Foreign Visitors to China

为了探索旅华外国游客的旅游消费偏好规律,利用国家基金项目组2004年7-8月在全国6个旅游热点城市 的旅游市场调查资料,通过定性、定量分析得出旅华外国游客的旅游决策可控因素和旅游消费偏好行为;提出旅游 偏好既和外国游客本身特质有关,又与目的地国的国度形象、旅游宣传促销密切相关;形象导向模式在一定程度上 决定了游客的选择偏好。研究表明旅华外国游客具有明显旅游消费偏好行为。

Based on investigation data of tourist market from July to August of 2004 in the 6 Chinese hot tourist titles,the paper analyzes the rules of the foreign visitors＇ travel constumption preference and the controllable factors of their travel decision. Qualitative and quantitative studies have shown that foreign visitors have obvious travel consumption preference. It is closely related not only to foreign visitors＇ own special characteristics, but also to the state image and travel promotion of the destination country. The foreign visitors＇ travel choice is determined to a certain extent by the travel image of the destination country.