主要信息渠道对西部入境游客的影响力研究

Main Information Channels' Influence Study to Western Inbound Tourists

以西部三大典型旅游区大西安、成渝和云贵入境游客调研资料为基础,利用旅游信息渠道影响力评价模型和影响力指数,分析比较了4种信息渠道对西部入境游客的影响力。结果表明,4种主要信息渠道的影响力整体偏低,从大到小依次为他人推介、互联网、媒体推介和旅行社推介,且他人推荐影响力明显高于其他信息渠道,表明各信息渠道对促使入境游客进入我国西部的贡献不大,有单一化发展趋势。此外,互联网对提高我国西部旅游产品营销效果的作用未得到充分发挥,在此基础上提出了有针对性的对策建议。

On the basis of the tourist research data of western three classical distributions,which were big Xi＇an,Chengyu area and Yungui area,this paper analyzed the main tourist information channels＇ influence to western inbound tourist through Tourism Information Channel Influence Valuation Model and Index.The result showed that the four information channels had lower influence on the whole,and the order from high to low was personal commendation,internet commendation,media commendation and travel agency commendation,and the personal commendation was obviously higher than others.And the results showed that these four information channels made little contribution for the promotion of inbound tourists entering the west,and there was simplification development trend.Besides,the role of internet enhancing the marketing effectiveness of tourist products in western China were not been brought into full play.At last,this paper presented targeted policy proposals.