大陆大学生在台湾的旅游动机及旅游形象感知评价

发布时间：2018-05-21 05:17

本文选题：旅游动机 + 形象感知　；参考：《资源科学》2015年03期

【摘要】：赴台湾大陆大学生群体日益壮大,将很快成为台湾主要旅游消费群体的重要增长点,但是对该群体在台湾旅游动机和行为特征的研究却很少。根据对暑期在台湾高校进行学术交流的大陆大学生进行问卷调研,运用因子分析法和模糊综合法对其在台湾的旅游动机和对台湾旅游形象感知评价进行了初步探究。结果表明:在旅行前,大陆大学生在台湾所倾向的旅游目的地表现出明显的集中性;该群体在台湾表现出7种明显的旅游动机类型,其中,爱好与猎奇型和向往与情感型是该群体在的主要旅游动机类型。大陆大学生对台湾旅游总体形象综合评价得分为4.004,评价语义为"较好",其中,对自然景观和社会环境的评价较高,对人文特色和旅游设施及服务的评价较低。爱好与猎奇型和向往与情感型2种旅游动机较明显地影响大陆大学生对台湾旅游地形象的感知评价。
[Abstract]:The growing group of college students in Taiwan will soon become an important growth point for the main tourist consuming groups in Taiwan, but there is little research on the tourism motivation and behavior characteristics of this group in Taiwan. Based on the questionnaire survey of Chinese college students in Taiwan during summer vacation, this paper makes a preliminary study on their tourism motivation in Taiwan and their perception of Taiwan's tourism image by means of factor analysis and fuzzy synthesis method. The results showed that: before the travel, the mainland college students showed obvious concentration in the tourist destination in Taiwan, and the group showed seven distinct types of tourism motivation in Taiwan, among which, Hobby and curiosity type and yearning and emotion type are the main types of tourism motivation in this group. The comprehensive evaluation score of mainland college students on the overall image of Taiwan tourism is 4.004, and the evaluation semantic is "better". Among them, the evaluation of natural landscape and social environment is higher, and the evaluation of humanistic characteristics and tourism facilities and services is lower. Two kinds of tourism motivation, hobby and curiosity, yearning and emotion, obviously affect the perception and evaluation of the image of Taiwan's tourist destination by mainland college students.
【作者单位】：兰州大学资源环境学院;西部环境教育部重点实验室;
【基金】：国家自然科学基金项目(编号:41171143) 秦惠君与李政道中国大学生见习进修基金国家基础科学人才培养基金项目(编号:J1210065)
【分类号】：F592

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