中国大陆游客对香港的旅游感知研究——基于网络自媒体的内容分析

About the Perception of Tourists from China's Mainland in Hongkong: Based on the Content Analysis of the Web Media

近年来内地赴港旅游的发展使大陆地区游客对香港及香港旅游的认知逐渐深入。选择在线旅游社区网站携程网,利用中国大陆游客在携程网中对香港旅游经历的分享,采用内容分析法进行感知研究发现:抽取的游记样本构成中,发布对象多为女性用户,年龄集中在20-50之间的青壮年游客,大部分游客来自于一线城市,其中广东省游客最多;内地游客对香港基本旅游消费要素中的"餐饮"、"住宿"、"旅游活动类型关注度比较高,感知程度较深,是香港旅游形象感知中最直观的部分。旅游景区和酒店服务的满意度分值最高;中国内地游客对香港整体满意度较好,主要体现在旅游消费各要素及其环境方面,认可度较高。

China has become the largest customer country of out-going travelling in the world for many years, and it＇s the main inbound tourism market of Hongkong. With the development of tourism in China's Mainland to Hongkong in recent years, the perception of tourists from China's Mainland to Hongkong has been deepen. In this paper the authors choose the online travelling community website www.ctrip.com, through using Chinese mainland tourists＇ tourism experience in Hongkong, obtaining the perception by content analysis. The results of this paper are as the follows： from the sample, the object of study is female user mostly, lies＇in the 20 to 50 age group, and most of the tourists are coming from first-tier cities, the most tourists are form Guangdong Province; the Chinese mainland tourists to Hongkong focus on tourists＇s consumption factors of food, accommodation and tourism activity, and the the level of the perception of three factors is relatively high, they are the most intuitive part in the perception of Hongkong tourism image perception, while the highest score of satisfaction are the tourist attractions and hotel services, the tourists from China＇s mainland are satisfied with the perception of tourism in Hongkong such as consumption and its environment which are of positive attitude and high acceptance.