中国入境外国游客旅游行为研究

A STUDY ON TOURISTS'BEHAVIOR OF INBOUND INTERNATIONAL VISITORS IN CHINA

在心理测试量表调查的基础上,利用心理学实验,归纳,演绎推理,行为意象图,数理统计等分析方法,从游客决策行为、空间行为、旅游文化行为切入,研究中国热点城市日韩、北美、东南亚、欧洲客源市场游客的行为规律及其制约因素,构建主要群体入境游客的旅游行为模式,发现了入境外国游客旅游选择偏好、时空动态规律;探讨旅游决策的主导模式、范式和影响决策的可控因素;研究"文化边际域"中的跨文化冲突特征和旅游认知预期衰减效应模式;揭示了旅游意愿评价、旅游感知评价数量模型和四种不同群体游客文化交互模式。并提出了适应外国游客旅游行为的相应对策建议。

As a social and cultural phenomenon, the principal part of tourism is tourism activities and behaviors which are carried out by tourists. Thus, tourists have become the heart of tourism activities as well as the main line of tourism. The study on the behaviors of tourists is theoretically and practically meaningful to tourism reasearch. A sample of 6600 international tourists＇ survey was taken and distributed during July and August of 2004, determining the overall behaviors of international tourists in six hottest international tourism cities of China. Based on the psychoanalysis survey, this study establishes different tourism behavior patterns to the visitors who come from Japan, Korea, North America, Southeastern Asia and Europe from the aspects of traveling decision-making, spatial behavior, and tourist cultur behavior. And the law of different tourists＇ behaviors in colonial regions and its restrictive factors have been studied by utilizing psycho-experimentation, inductive method, deductive inference method, behavioral mind-map and mathematical statistics method. There are five main aspects discovered in the research result. Firstly, in view of tourists＇ choice perference, the mode of otherness has been used in the choice of tourism resources and products, and the mode of safety, convenience and comfort has been used in vehicle choice. Secondly, in view of time-space dynamic state regulation, tourists＇ flow rapidly weakens from the east to the west and focuses more on the eastern areas of China, it also extends to the other provinces, such as Shannxi, Sichuan, and Yunnan. Thirdly, stimulus-response pattern of tourism is the main mode of decision-making. The decision of foreign tourists is based on the following process, ＂tourism desire→ the collection of tourism information → travel time to determine →tourists＇ destination selection→travel agencies to consult ,→ travel agencies to serve → the schedule to begin travel.＂ The effective factors controlling tourism decision-making also includes： the image of tourism destination, tourism product brands, travel agencies, the level of economic development, business development needs, the quality of tourism services, etc. Fourthly, the article studies the cross-cultural conflicting features in ＂the cultural limited area＂, the mode of weakening effects of recoganitive expectation to expose the evaluation of tourists＇ willingness to travel. Fifthly, authors believe that tourism area industry is the heart of tourism, and carry out the research on the map of tourism moods, some reasonable advice for the behaviors of foreign tourists, are also put foward in the end, including further creating the most energetic, safe, sunny image of oriental cultural ancient city. building up the powerful tourism destination in western part of China, positively producing experiential human cultural tourism products and efficiently improving the quality of tourism service as well.