中部大城市居民港台旅游意象及其对旅游意愿的影响研究——以无港台旅游经历南昌市民为例

A study on residents' destination images of Hongkong and Taiwan and their influence on travel intentions——A case of Nanchang citizens without Hong Kong and Taiwan travel experience

为了协助政府或企业对中部大城市港台游市场的预测、营销与管理,也为了验证人们对多个目的地旅游意象的差异是否导致他们对这些目的地旅游意愿的差异,文章以南昌市为例,分析、比较了中部大城市居民对港台两地的旅游意象和旅游意愿。对598位无港台旅游经历南昌市民的调查表明:香港的旅游意象优势多于台湾,就总体而言市民对香港的旅游意愿也显著强于台湾;市民对港台两地的旅游意愿和选择偏好均存在显著的群体分异。Logistic回归分析结果显示,香港的多数旅游意象优势、劣势因子显著影响市民在港台两地中偏好香港的概率。这就从潜在游客角度证实了目的地之间旅游意象差异与旅游意愿差异的因果联系。香港、台湾应重视对中部大城市旅游市场的开拓,但两地的具体策略应有所不同。

Taking Nanchang for example, the article analyzes and compares residents＇ destination images and travel intentions of Hong Kong and Taiwan in Chinese central large cities for two reasons. One is to help authorities and enterprises forecast, run and manage the tourism market for Hong Kong and Taiwan in Chinese central large cities, and the other is to find out whether the difference of destination images of more than one destination leads to the difference of people＇s travel intentions among these destinations. The investigation of 598 Nanchang citizens without having been to Hong Kong and Taiwan shows that Hong Kong has more dominant destination image components than Taiwan, and as a whole, the citizens＇ travel intention of Hong Kong is significantly stronger than that of Taiwan. In addition, there are significant differences among different groups of citizens in travel intentions of both destinations and destination preferences. The results of logistic regression analysis indicate that most Hong Kong＇s ascendant or inferior image factors influence the probability of Hong Kong＇s being preferred than Taiwan significantly. The fact verified the causal connection between the difference of destination images and that of travel intentions among more than one destination in the way of potential tourists. Hongkong and Taiwan should pay more attention to expanding the tourism market of central regions, but their specific strategies ought to be different.