基于人口统计特征的旅游目的地形象感知差异——以中国赴美游客为例

Differences in the Perception of Destination Image Based on Demographic Characteristics:Taking Chinese Tourists to America as an Example

通过因子分析法萃取出四个旅游活动环境感知、基础设施感知、社会环境感知、人文环境感知形象因子,其中旅游活动环境感知的得分最高。分析不同人口统计特征的中国游客对美国目的地形象感知差异的影响,发现:男性除了在人文环境感知上与女性没有差异外,在另外三个感知上均存在差异,且感知分数均高于女性;对于不同职业、不同学历之间的旅游者,其人文环境感知和旅游活动环境感知也有较为显著的差异,随着学历增加,感知得分呈现出先上升后下降的趋势,最高感知分数学历群体为本科。

This study extracted by means of factor analysis four image factors, which include tourist environment perception, infrastructure perception, soeial environment perception and cultural environment perception, and found tourist environment perception scores highest. Analysis of Chinese tourists＇ perception of America＇ s destination image in terms of different demographic characteristics reveals male and female tourists show a difference in the three kinds of perception except cultural environment perception, with male scoring higher than female; and for tourists of different careers and educational backgrounds, they show a significant difference in cultural environment perception and tourist environment perception, with their scores of perception showing an inverted-parabola trend and the tourists with undergraduate degree scoring highest.