入境旅游者对中国旅游目的地形象的负面感知研究

Research into the negative perception of inbound tourists on the tourism destination image in China

入境旅游是一个国家旅游业的重要组成部分,具有提升经济效益、促进国际交往和文化交流及宣传国家形象等综合功能。近年来我国入境旅游发展的相对滞缓,本研究将试图从入境旅游者的角度出发,探寻阻碍和影响市场发展的因素。研究将基于外国游客的英文网络游记的内容进行分析,运用扎根理论(grounded theory)的方法分析游客对中国旅游目的地形象负面感知的来源,并研究它们之间的逻辑关系。研究发现,游客负面感知产生的原因主要有三个:第一,文化差异的双面效应;第二,旅游服务和接待质量有待提高;第三,旅游产品和宣传信息的不对称。另外,游客的对中国旅游形象的负面感知主要来源于目的地社会、旅游企业和旅游吸引物,针对这三个层面,进一步提出改善我国入境旅游发展现状的对策和建议。

Inbound tourism is an important part of a country’s tourism industry, and it has a lot of comprehensive functions, such as improving economic benefits, promoting international communication and cultural exchanges, elevating the national image and so on. In recent years, the development of inbound tourism of China is relatively sluggish, and this study explored the factors that hinder and influence the development of the inbound tourism market from the perspective of inbound tourists. Research was based on the analysis of online travel notes which mainly come from English-speaking tourists.This paper analyzed the sources of negative perceptions of tourists’ image of Chinese tourist destinations, and at the same time, studied the logical relationship among them. The study found that there are three main reasons for the negative perception of tourists: first of all, the double-sided effect of cultural differences;what’s more, the quality of tourism services and reception needs to be improved;last but not the least, the asymmetry of tourism products and publicity information. In addition, the study found that the influence factors of tourists’ negative perceptions are related to destination society, tourism enterprises, tourism attraction and other categories, consequently countermeasures and suggestions are proposed from these three levels.