中美两国旅游消费者行为的跨文化比较研究

发布时间：2018-04-16 22:20

本文选题：旅游消费者行为 + 文化　；参考：《上海外国语大学》2012年硕士论文

【摘要】：随着跨文化旅游对国家经济的发展产生越来越深远的影响，许多国内外学者开始研究跨文化背景下的旅游消费者行为。欧美国家在旅游消费者行为跨国比较方面的研究文献较多，且通过研究得出了有利于其国家旅游业发展的建议措施；而相比较之下，中国学者这方面的研究相对较少。本文的研究目的在于研究中美两国旅游者在旅游动机、旅游信息搜集、旅游决策时间及偏好的旅游活动等旅游消费行为上存在的差异，并期望通过比较研究得出进一步发展中国旅游业的相关建议。本文回顾了以往学者有关旅游消费者行为理论、文化对旅游消费者行为的影响等方面的文献，并使用霍夫斯塔德的五个文化维度对中美两国的不同文化特点进行了分析，在此基础上提出了四个有关于中美旅游消费者消费行为差异的假设。这四个假设按照Mathieson和Wall的线性旅游消费者模型展开，分别从旅游动机、旅游信息搜集、旅游决策及旅游活动等四个方面对中美两国旅游消费者行为差异作出假设。然后，本文采用调查问卷对中美受访者进行实证研究以验证相关验证是否成立，并运用SPSS软件对研究结果进行分析。调查结果显示本文中提出的四个假设部分被实证研究证实，即中美两国旅游者在旅游消费行为的许多方面存在差异，，同时也有部分行为存在相似之处。本文对不符合假设的研究结果从文化角度作出了相关解释。最后，本文得出结论，中国旅游业应当针对不同来自不同文化背景的旅游者开发不同的旅游产品及采取不同的营销策略，并依据实证研究结果提出了具体的建议措施。
[Abstract]:As cross-cultural tourism has a more and more profound impact on the development of national economy, many scholars at home and abroad have begun to study tourism consumer behavior in cross-cultural context.In Europe and America, there are many literatures on the transnational comparison of tourist consumer behavior, and some suggestions for the development of tourism in their countries are obtained through the research. In contrast, there are relatively few researches on this aspect by Chinese scholars.The purpose of this study is to study the differences between Chinese and American tourists in tourism motivation, tourism information collection, travel decision-making time and preferred tourism activities.The author also expects to draw some suggestions for further development of Chinese tourism industry through comparative study.This paper reviews the previous literature on tourism consumer behavior theory and the influence of culture on tourist consumer behavior, and analyzes the different cultural characteristics of China and the United States by using Hofstad's five cultural dimensions.On this basis, four hypotheses about the differences of consumer consumption behavior between China and the United States are put forward.The four hypotheses are based on the linear tourism consumer model of Mathieson and Wall, and hypothesized the differences of tourism consumer behavior between China and the United States from four aspects: tourism motivation, tourism information collection, tourism decision-making and tourism activities.Then, this paper makes an empirical study on Chinese and American interviewees in order to verify the validity of the relevant verification, and analyzes the results by using SPSS software.The results show that the four hypotheses proposed in this paper are partly confirmed by empirical research, that is, there are differences in many aspects of tourist consumption behavior between Chinese and American tourists, and there are also similarities in some behaviors.This paper gives a cultural explanation to the results of the research which do not conform to the hypothesis.Finally, this paper concludes that Chinese tourism industry should develop different tourism products and adopt different marketing strategies for tourists from different cultural backgrounds, and put forward specific suggestions based on the empirical research results.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F597.12

【参考文献】