“一带一路”背景下旅游市场细分客源对少数民族旅游目的地形象认知差异与供给侧改革研究

An Empirical Study on Tourism Destination Image of Minority Groups by Tourists’ Segmentation Cognition and its Corresponding Supplying-side Reformation on the back ground of “the Belt & the Road”

基于“一带一路”背景,从旅游客源细分认知的角度,以新疆为例,采用因子分析探究了旅游市场细分客源对民族旅游形象认知的维度,利用方差分析法研究了不同社会人口统计学特征的旅游市场细分客源的认知差异。研究结果发现,旅游形象认知由新疆旅游的宣传推广、旅游出行、服务设施、旅游住宿、总体形象、旅游饮食、旅游资源、旅游购物八个公因子组成。不同民族、年龄、收入、职业等细分客源对旅游形象认知存在显著差异。在此基础上,提出新疆旅游形象发展的供给侧改革策略。

On the background of“the Belt & Road”,this study conducted factor analysis to explore the dimen. sions of tourists’segmentation cognition about Xinjiang tourism image,and used variance analysis to examine the dif. ferenc. es of tourists’cognition about Xinjiang tourism image with different social demographic characteristics. The re. sults show that tourists’cognition about Xinjiang tourism image are composed of eight factors: tourism promotion,tourism traffic,service facilities,accommodation,overall image,catering,tourism resources,and tourism shopping. Due to differ. ent nationalities,age,income,occupation,tourists' cognition about tourism image are significantly different. The study puts forward some suggestions about supply-side reform strategies for developing tourism in Xinjiang.