性别差异视角下的旅华游客目的地意象认知分析——以长三角为例

Analysis of Inbound Tourists' Cognition Based on Gender Differences: A Case Study of the Yangtze River Delta Region

本文基于社会性别理论,以2008年长三角地区旅华游客调研数据为依据,对不同性别旅华游客的旅游地意象认知进行了分析。分析结果显示:旅华游客对长三角地区的人居环境认知比旅游环境认知评价高,其中,男性对人居环境认知的评价高于女性,女性对旅游环境认知的评价高于男性;人口统计特征对男性出游率及其旅游目的地人居环境认知影响较大,就女性而言,仅对其出游率有影响,而对旅游目的地意象认知评价没有显著影响。

Destination image influences not only the choices and behaviors of tourists,but also the construction of the destination itself as an index for segmenting and positioning destination market,and for compitition analysis.Based on gender difference theory,this paper makes an analysis of inbound tourists＇ cognition with the survey data collected the Yangtze River Delta in 2008.The result indicates that great differences exist between male and female tourists in demographic characteristics;both male and female has higher appraisal of the living environments than the tourism environments,male has higher appraisal of living environment while female has higher appraisal of tourism environment;the demographic characteristics impacts the males＇ travel rate and cognitive evaluation,but it only influences the female in travel rate.