中国人距离远近的感知标准及群体差异

COGNITIVE DISTANCE STANDARD AND GROUP DIFFERENCES OF CHINESE

感知距离对旅游目的地形象、旅游满意度以及旅游者的目的地选择行为具有重要影响。本文运用由感知距离定位图获取的第一手数据和单因素方差分析法,研究了中国人对距离远近的感知标准及不同常住地、性别、学历和年龄群体差异。主要结论为:中国人对距离远近感知标准为:直线距离≤200km、时间距离≤4h感知"很近",直线距离200—400km、时间距离4—8h感知"近",直线距离400—700km、时间距离8—13h感知"远",直线距离700—1000km,时间距离13—20h感知"很远",直线距离≥1000km、时间距离≥20h感知"遥远";常住地交通便利程度、性别、学历、年龄都在影响着人们对距离远近的判断。本文首次实证研究了中国人对距离远近的感知标准,丰富了感知距离研究内容,研究结论对于旅游目的地市场营销具有实践指导价值。

The standard of cognitive distance and group differences on different traffic condition, gender, education and age of Chinese is researched by using the first- hand data from cognitive distance location map and single factor variance analysis in this paper. The main conclusions are as follow： 1The standard of cognitive distance of Chinese are： When linear distance is Less than or equal to 200 kilometers and time distance is Less than or equal to 4 hours, Chinese people feel ＂very close＂; When linear distance is in the range of200-400 kilometers and time distance is in the range of 4-8 hours, Chinese people feel ＂close＂; When linear distance is in the range of 400-700 kilometers and time distance is in the range of 8-13 hours, Chinese people feel ＂far＂; When linear distance is in the range of 700-1000 kilometers and time distance is in the range of 13-20 hours, Chinese people feel ＂very far＂; When linear distance is more than or equal to 1000 kilometers and time distance is more than or equal to 20 hours, Chinese people feel ＂remote＂. 2Local transportation convenience degree affects people＇s judgment of distance, when people feel ＂very close＂, ＂close＂, ＂far＂ and ＂very far＂, the corresponding linear distance and time distance of the groups living in the transportation hub city are both larger than that of the groups living in the other non traffic hub city. 3There are not significant differences between men and women who feel＂close＂. 4 The level of education affects people＇s judgment of distance, when people feel ＂very close＂, ＂close＂, ＂far＂, ＂very far＂ and ＂remote＂, the corresponding linear distance and time distance of the groups who have a higher degree are both larger than that of the groups who have lower degree. 5There are significant differences between different age groups who feel ＂far＂, however there are not significant differences between them who feel ＂very close＂, ＂close＂, ＂very far＂ and ＂remote＂.