中日公民出境旅游消费行为比较

Comparative on Chinese and Japanese citizens' outbound travel consumption behavior

中国公民出境旅游的高消费问题已经得到关注,依据社会学中的消费理论,在对中日两国公民出境旅游消费能力、消费状况和消费特征等方面进行对比研究的基础上,揭示了这种高消费行为形成的原因是中国出境旅游者经济上有大量自由支配的资金和需要社会认同的心理,并提出了应对之策:政府和媒介需要在宏观上帮助游客树立正确的消费观念,为今后中国出境旅游的发展进行正面的引导。

People pay much attention to the high consumption of the Chinese outbound travel. The paper analyses the high consumption of the Chinese outbound travel on the basis of the comparison between Japanese and Chinese citizens＇ outbound travel in their consuming ability, situation and characteristics by theory of consumer＇s behavior and finds out the causes of this kind of high consumption are that the Chinese outbound travelers have much capital at their command and the mentality that they need social recognition. The govemment and media should help outbound traveler set up correct consumption idea and give the positive guidance.