西安市外国游客旅游交往行为及交往效应研究

A STUDY ON THE TOURIST COMMUNICATION BEHAVIORS BETWEEN FOREIGN VISITORS AND LOCAL RESIDENTS IN XI'AN

在现代社会中,旅游是一种十分重要的交往方式。作为一种限定于发生在旅游地这一特定空间及游客与东道主这两个特定群体之间的交往,旅游交往在地理空间、社会关系以及交往目的上有一定的特殊性。利用项目组在西安对外国游客和当地居民所作的455份抽样调查资料,运用Excell统计软件,从游客和当地居民两方面分析了外国游客与西安当地居民旅游交往行为的特点,并对主客交往效应进行了分析,进而提出了优化西安主客交往的建议,即克服主客交往障碍、创造主客交往机会和营造良好的主客交往环境。

Tourism is one of very important ways of communication in modem society,and tourism communication has certain particularity in geography space and structure of social relationship. Study on the communication behaviors has obviously positive effect in optimizing the tourist-host communications in Xi＇an. Based on 455 pieces of survey papers investigated in Xi＇an, using the Excel statistics software, this paper analyzes the tourism communication behaviors between foreign visitors and the local residents of Xi＇an. It first distinguishes the factors of influencing communication behavior from the angle of the demographic characteristics, and holds that the psychological factors and communication environment have the great influence on the tourist-host communication behavior. Then, the communication effects between foreign visitors and local residents of Xi＇an have been discussed. Meanwhile, the paper judges how the communication effects influence the visitors＇ overall degree of satisfaction of travel experience and their later travel behavior. The paper argues that the differences of language and culture between foreign visitors and local residents are the most important factors influencing the communication chances and effects. The study shows that the tourism communication between foreign visitors and local residents is in essence the cross-cultural communication. In fact, most foreign visitors prefer to communicate with strangers, and some are even willing to communicate with any person in any place. However, many visitors didn＇t realize their desires in their factual communication. Finally, some suggestions and countermeasures have been put forward to optimize the tourist-host communications in Xi＇an, that is, to overcome the communicating difficulties, to create the communicating chances and to enhance the good communicating environment.