基于扎根理论的美国游客中国意象研究

A Study on American Tourists' China Images:Based on Grounded Theory

旅游目的地意象是入境游客对目的地认知的核心内容,也是其对外传播中国形象的主要载体。本文以旅华美国游客为研究对象,以旅游目的地意象为研究内容,通过4批次全程客流跟踪的调研方式获取了开放式语句资料。采用扎根理论的研究方法,开放式编码抽取了旅华美国游客对中国意象认知的11个主范畴,主轴编码构建了典范模型,继而开发了入境游客目的地意象认知的故事线。研究结果表明:旅游吸引物、自然环境、人文环境及社会特征是游客目的地意象形成的因果条件;目的地所提供的各项旅游服务以及人际互动成为重要的中介条件;目的地意象形成的主要脉络是情感涉入;游客的目的地城市意象会刺激并促使游客产生行为意图。

Destination image is the core content of inbound tourists＇ cognition to the destination and a main carrier of spreading China＇ s image. This paper took the American tourists traveling here in China as object and their cognitions of destination image as content, and acquired the research material through 4 batches of tourists＇ tracking in the whole journey. Using the grounded theory, the paper extracted 11 main categories of their cognitions to the main China image by open coding, constructed the American tourists＇ cognitive paradigm model of destination image by axial coding, and developed a story line by selective coding. The results show that： The major causal conditions which effect tourists＇ cognition of the destination image are the tourism attractions, cultural and natural environment in tourism destination and social development characteristics; Tourism services and interpersonal interaction which are supplied by the destination are the main intervening conditions; Emotional involvement is the context; Tourists＇ cognition of destination image stimulates and promotes the production of tourists＇ behavioral intentions.