本文關(guān)鍵詞： 中部大城市居民 香港 臺灣 旅游意象 旅游意愿　出處：《世界地理研究》2017年05期 　論文類型：期刊論文

【摘要】：為了協(xié)助政府或企業(yè)對中部大城市港臺游市場的預(yù)測、營銷與管理,也為了驗證人們對多個目的地旅游意象的差異是否導(dǎo)致他們對這些目的地旅游意愿的差異,文章以南昌市為例,分析、比較了中部大城市居民對港臺兩地的旅游意象和旅游意愿。對598位無港臺旅游經(jīng)歷南昌市民的調(diào)查表明:香港的旅游意象優(yōu)勢多于臺灣,就總體而言市民對香港的旅游意愿也顯著強(qiáng)于臺灣;市民對港臺兩地的旅游意愿和選擇偏好均存在顯著的群體分異。Logistic回歸分析結(jié)果顯示,香港的多數(shù)旅游意象優(yōu)勢、劣勢因子顯著影響市民在港臺兩地中偏好香港的概率。這就從潛在游客角度證實了目的地之間旅游意象差異與旅游意愿差異的因果聯(lián)系。香港、臺灣應(yīng)重視對中部大城市旅游市場的開拓,但兩地的具體策略應(yīng)有所不同。
[Abstract]:In order to assist the government or enterprises in predicting, marketing and managing the Hong Kong and Taiwan tourist markets in the big cities of the central region, and to verify whether people's differences in tourism images of more than one destination lead to differences in their willingness to visit these destinations, Taking Nanchang City as an example, this paper analyzes and compares the tourism image and the tourist will of the residents of the big cities of central China to Hong Kong and Taiwan. A survey of 598 people who have no tourism experience between Hong Kong and Taiwan shows that Hong Kong has more advantages than Taiwan in terms of tourism image. On the whole, the people's desire for tourism in Hong Kong is also significantly stronger than that in Taiwan, and there is significant group differentiation and preference for tourism in Hong Kong and Taiwan. Logistic regression analysis shows that most of the tourism images in Hong Kong are superior to each other. The disadvantage factor significantly affects the probability of people's preference for Hong Kong between Hong Kong and Taiwan. This confirms the causal link between destination image differences and tourist willingness differences from the perspective of potential tourists. Taiwan should attach importance to the development of tourism market in the big cities of central China, but the specific strategies of the two places should be different.
【作者單位】： 江西財經(jīng)大學(xué)旅游與城市管理學(xué)院;
【基金】：國家自然科學(xué)基金項目(41261029) 國家留學(xué)基金項目(201709805008)
【分類號】：F592.7
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本文編號：1523420