游客心理动机与对目的地形象知觉的差异及相关性研究——基于海南国际旅游岛的调研分析

Study on Discrepancy and Correlation between Psychological Motivations and Destination Image of the Tourists——A Case Study of Hainan International Tourism Island

以到海南国际旅游岛的游客为研究对象,采用问卷调查的方式收集数据,分析游客的心理动机及其对目的地形象知觉的反应情形,并了解不同人口统计变量的游客其心理动机及对目的地形象知觉的差异。结果发现:游客的旅游信息大多来自有来岛旅游经历的亲朋好友,同行人数以2-5人居多,游客对海南国际旅游岛的了解程度为一般;在心理动机方面,游客对"放松身心、接近大自然"的反应平均数最高;对目的地形象知觉方面,游客对"海南国际旅游岛有美丽的海景风光"的反应平均数最高;在人口统计变量方面,不同性别、年龄、婚姻状况及教育程度会影响"基础建设与社会经济环境"、"身体动机"、"氛围"及"了解动机"等方面;"心理动机"与"对目的地形象知觉"二者之间有显著正相关。根据研究结果,文章提出供规划区域功能组团旅游的参考策略。

The paper used questionnaire survey to gather information from Hainan international tourism island. The study aimed to explore the psychologi respondents, who are tourists in cal factors and perceived image of a tourist destination for tourists visiting Hainan international tourism island, and the differences in psychological motivation and destination image by different demographic samples. The following results were presented： Most tourists＇ tour information mostly came from friends and relative, who had visited Hainan international tourism island before. The number of tourists＇ partners is among 2 - 5 people. And visitors were just a general under- standing of Hainan international tourism island; On the aspects of psychological factors, the responsive average values of the item, ＂relaxed and natural＂, is highest. On the aspects of destination image, the responsive aver- age values of the item, ＂Hainan international tourism island has a beautiful sea view scenery＂, is highest; On the aspects of population statistics variables, the gender, age, marital status and education level will affect the ＂in- frastructures and socioeconomic environment＂, ＂physical motivations＂, ＂atmosphere＂ and ＂realization motiva- tions＂ ; There is a significantly positive correlation between psychological motivation and destination image. This study provided some suggestions concerning tourism management for local tour businesses and organizations in Hainan international tourism island.