基于方式—目的理论的民族旅游者目的地选择研究——以临夏回族旅游者为例

ETHNIC TOURIST'S DESTINATION CHOICE BASED ON MEANS-END THEORY——A Case Study of Hui Tourists in Linxia

作为旅游者决策行为研究的重要组成部分,旅游者目的地选择研究对于旅游目的地营销有着十分重要的作用。本文采用方式—目的理论,以临夏回族旅游者作为调查对象,探讨了民族旅游者旅游目的地选择的过程与影响因素。研究表明,回族旅游者首先考虑的因素是旅游目的地文化因素,即清真食品和回族氛围等因素。其次是旅游目的地的景观因素。在最终的旅游目的地选择时,距离因素起到了十分重要的作用。同时,研究表明回族旅游者对于旅游目的地的选择上具有自身独特的特点。最后提出了研究结论对于旅游业营销、市场定位和产品开发的意义。

Research of tourist＇s destination choice which is an important part of tourist＇s decision-making pro- cess play a significant role in destination marketing. This paper explores the process and the influencing fac- tors of ethnic tourist＇s destination choice based on interviewing Hui tourists in Linxia City by means-end method. In means-end research, a semi-structured one-on-one interviewing procedure, known as laddering, is typically used to＇identify the elements making up tourists＇ means-end chains. Totally, there are 43 Hui tourists accepted interview and finished the interviewing process. The interviewer selected one of the factors （at- tributes） mentioned and, using the laddering procedure, asked the respondent the reasons s/he mentioned the attribute until the respondent could not go on. The pattern of links among the ACV concepts was then sum- marized in an implication matrix. This matrix was then used as the basis for constructing a hierarchical value map （HVM）-a summary chart that graphically depicts the key links among the ACV concepts. Research con- clusions indicate that the first factor influencing Hui tourist＇s destination choice is culture, including Islamic food and Hui atmosphere. The second factor is the landscape of destination which reflects the preference of Hui tourist psychologically. The factor of distance exerts crucial influence on the final destination choice made by Hui tourist. Simultaneously, research shows Hui tourists have their own unique characteristics in destination choice. Finally, it presents the implications to tourism marketing, positioning and product devel- opment.