川渝两地居民对港台地区的旅游意象研究

发布时间：2018-01-21 17:53

本文关键词： 香港台湾川渝两地居民旅游意象对比　出处：《江西财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：2011年2月1日,《内地居民赴港旅游组团社与地接社合同要点》在内地与香港同时实施,《合同要点》的出台是内地与香港旅游业界合作开展“品质旅游”的重要内容。2008年6月,两岸两会签署了《海峡两岸关于大陆居民赴台旅游协议》,大陆居民赴台旅游于同年7月正式实施,两岸交流与人员往来自此迈入全新的历史阶段。经过几年的发展,川渝两地的港台游市场目前已经具有一定的规模,并呈现出良好的发展势头。在此背景下,本文以川渝两地具有一定消费潜力的居民为研究对象,从心理学角度出发,分析居民对台湾和香港两地的感知意象,为川、渝地区港台旅游市场开发提供一点参考。在分析、应用国内外相关文献的基础上,对川渝两地居民的港台旅游感知意象进行抽样调查,并运用SPSS17.0对问卷调查收集到的数据进行统计分析。首先,采用因子分析法提取出香港旅游意象的5大构成因子,分别是便利性与安全性因子、旅游服务质量因子、设施因子、现代化程度因子和游憩活动因子,其中现代化程度因子、游憩活动因子是香港旅游意象的两大核心因子；提取出台湾旅游意象的5大构成因子,分别是便利程度因子、旅游服务质量因子、现代化程度因子、游憩活动因子和人文自然因子,其中人文自然因子、现代化程度因子和游憩活动因子是台湾旅游意象的三大核心因子。其次,运用方差分析法探讨不同群体对港台旅游意象的差异特征,结果表明,就香港旅游意象而言,不同性别的居民对游憩活动因子的感知有显著差异；不同职业的居民对便利性与安全性因子和设施因子的感知有显著差异；不同居住地的居民对便利性与安全性因子和现代化程度因子的感知有显著差异；不同年龄的居民对旅游服务质量因子和现代化程度因子的感知有显著差异；不同文化程度的居民对设施因子的感知有显著差异；不同收入水平的居民对旅游服务质量因子和设施因子的感知有显著差异；不同旅游经历的居民对便利性与安全性因子和游憩活动因子的感知有显著差异。就台湾旅游意象而言,不同性别的居民对游憩活动因子的感知有显著差异；不同职业的居民对便利程度因子和旅游服务质量因子的感知有显著差异；不同居住地的居民对便利程度因子和人文自然因子的感知有显著差异；不同年龄的居民对旅游服务质量因子和现代化程度因子的感知有显著差异；不同文化程度的居民对人文自然因子的感知有显著差异；不同收入水平的居民对便利程度因子和旅游服务质量因子的感知有显著差异；不同旅游经历的居民对便利程度因子的感知有显著差异。再次,采用多元回归分析探讨居民的港台感知意象与港台向往程度之间的联系,得出两者之间存在线性关系,且便利性与安全性因子、现代化程度因子和旅游服务质量因子是影响居民对香港向往程度的最主要因素,便利程度因子、人文自然因子和现代化程度因子是影响居民对台湾向往程度的最主要因素。运用两配对样本t检验找出评分存在显著差异的意象要素,分别是名胜古迹意象要素、景区景点意象要素、娱乐场所意象要素、市民素质意象要素、城市环境意象要素、旅游收获意象要素、旅游手续便捷程度意象要素和便利程度意象要素。进一步采用对应分析探讨意象要素评分差异对居民港台旅游选择偏好的影响,得出以上8个意象要素中,除市民素质意象要素外,其他意象要素对居民的港台旅游选择偏好均产生显著影响。文章最后,对川渝两地港台旅游市场开发提出了一些建议,如加大宣传力度,提供更多真实的信息；加强沟通协作,提高港台旅游的便利程度；巩固自身优势,打造属于自己的核心竞争力；深入了解客源市场,准确把握游客需求。
[Abstract]:In February 1, 2011, "the mainland residents to visit Hong Kong tour agency contract with ground points with the implementation of the mainland and Hongkong >, < > the point of contract is introduced in mainland cooperation with Hongkong tourism industry to carry out an important content of".2008 quality tourism "in June, both sides signed the" two shore NPC and CPPCC Strait on the mainland residents to travel agreement., mainland residents to travel in the same year in July the official implementation of cross-strait exchanges and personnel exchanges since entering a new stage of history. After several years of development, Sichuan and Chongqing Taiwan travel market currently has a certain scale, and showing a good momentum of development. Under this background, this paper has a certain consumption potential in Sichuan and Chongqing residents as the research object, from the angle of psychology and analysis of residents' perception of image of Taiwan and Hongkong two Sichuan, provide a reference to development of Hong Kong and Taiwan tourism market of Chongqing area.
In the analysis, application of related literatures at home and abroad, Hong Kong and Taiwan tourism perception image of Sichuan and Chongqing residents were surveyed, and the use of SPSS17.0 on the questionnaire data collected for statistical analysis. Firstly, using the method of factor analysis to extract 5 factors of Hongkong tourism image, which is convenience and safety factor the service quality of tourism facilities, factor, factor, modernization degree factor and recreation activity factor, the degree of modernization factor, recreational activities factor are the two core factors of Hongkong tourism image; extract the 5 components of Taiwan tourism image, respectively is the convenience factor, tourism service quality factor, the degree of modernization factor, recreational activities natural factors and human factors, including human and natural factors, the degree of modernization factors and recreational activities factor are the three core factors of Taiwan tourism image.
Secondly, the use of different groups of Hong Kong and Taiwan tourism image features, method of variance analysis showed that the Hongkong tourism image, different gender of the residents' perception on recreation activity factor has significant difference; different occupation of the residents' perception of the convenience and safety factor and facilities factors have significant differences in different place of residence of the residents; perception of convenience and safety factor and the degree of modernization factors are significantly different; different age residents perception of tourism service quality factor and the degree of modernization factors have significant difference; different cultural level of residents' perception of facilities factor has significant difference; the different income levels of residents' perception of tourism service quality factors and infrastructure factors there are significant differences in different tourism experience; residents' perception on the convenience and safety factor and recreational activities are significant factors Difference. Taiwan tourism image, different gender of the residents' perception on recreation activity factor has significant difference; different occupation residents perception of the convenience factor and tourism service quality factors are significantly different; different place of residence of the residents' perception on convenience factors and human natural factors have significant differences in different age residents; perception of tourism service quality factor and the degree of modernization factors have significant difference; different cultural level of residents' perception on cultural and natural factors have significant difference; the different income levels of residents' perception of the convenience factor and tourism service quality factors are significantly different; different tourism experience of residents' perception on convenience factors have significant differences.
Again, analysis of Taiwan between perception image and Hong Kong and Taiwan residents yearning degree linked by multiple regression, the linear relationship exists between the two, and the convenience and safety factor, the degree of modernization factors and tourism service quality factor is the main factor of yearning for Hongkong residents, convenience factor, natural factor and human modernization the degree of factor is the main factor of yearning for Taiwan residents. There are significant differences in scores of image elements found using two paired samples t test, which is the image elements of scenic spots places of historic interest and scenic beauty, image elements, entertainment elements, quality of image elements, elements of city environmental image, image elements harvest tourism, travel convenience formalities elements of image and convenience image elements. Further analysis of the corresponding image elements on the ranking score difference The influence of tourism preferences of people, Hong Kong and Taiwan shows that the above 8 image elements, except for the quality and image elements of citizens, have significant influence on the preferences of tourists to Hong Kong and Taiwan.
Finally, some suggestions on the development of Sichuan and Chongqing Taiwan tourism market is put forward, such as increasing publicity, provide more real information; strengthen communication and coordination, improve the convenience of Hong Kong and Taiwan tourism; strengthen their own advantages, to create their own core competencies; in-depth understanding of the tourist market, accurately grasp the needs of tourists.

【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

【参考文献】