边境形象及其对边境旅游行为意愿的影响研究

Study on Border Image and Its Influence on Willingness of Border Tourism

发展边境旅游是推进"一带一路"建设的重要支撑,也是兴边富民的重要途径。了解边境形象及其对边境旅游行为意愿的具体影响是边境旅游发展的客观需要。通过调查问卷研究发现,国人的边境刻板形象相对一致且具象化,词频最高的刻板形象描述词汇是"界碑",其次是"国门","军事冲突、走私、贩毒"等负面词汇频率较高;国人的边境整体形象相对分散且抽象化,词频较高的整体形象描述词汇包括"遥远、神秘、荒凉、不安全、不稳定"等;国人具有边境旅游意愿,且边境省份居民旅游意愿更为强烈;国人的边境刻板形象和整体形象均影响其边境旅游意愿。

Border tourism was a vital support for the construction of the"Belt and Road initiative",and it also served as a critical approach to make the border areas to be prosperous and people living there to be rich.Therefore,it was an objective requirement for the development of border tourism to study on the border image and its specific influence on the willingness of border tourism.Through the investigation,the results showed that:Chinese had a relatively similar and specific stereotypical image to the border,and the most common description word of the stereotypical image was"boundary monument",followed by"gateway of the country,military conflict,smuggle,drug trafficking"and other negative words.Chinese also had a sparse and abstract overall image to the border,with the frequently used description words such as"remote,mysterious,stark,unsafe,unstable",etc.Chinese featured a strong willingness to travel in border areas,residents in border provinces in particular.The stereotypical image and the overall image of border had both posed an influence on Chinese willingness to travel in border areas.