本文選題：國家旅游形象 + 旅華外國游客�。� 參考：《陜西師范大學》2012年碩士論文

【摘要】：旅游目的地形象對旅游者的目的地選擇行為和滿意度都具有至關(guān)重要的作用和影響。世界各國競相提出本國的旅游形象宣傳口號,以與他國進行競爭,如印度的宣傳口號是" Incredible India(不可思議的印度)”、泰國是"Amazing Thailand(神奇的泰國)”、加拿大是‘'Destination of Four Seasons (四季皆宜的旅游目的地)”等。從1992年起,我國國家旅游局每年都推出不同的旅游主題,并輔以相應(yīng)的宣傳口號(如2012年主題為“中國歡樂健康年”,口號為“歡樂中國游,健康伴你行”),但迄今為止,還沒有形成統(tǒng)一、明晰的中國國家旅游形象。 基于此,本文以問卷調(diào)查、統(tǒng)計年鑒、博客文本為數(shù)據(jù)來源,對入境外國游客對中國國家旅游形象進行調(diào)查研究。運用SPSS軟件統(tǒng)計分析了調(diào)查樣本的人口學特征、獲取旅游信息的方式、在華停留時間和人均花費等；應(yīng)用因子分析法、方差分析法、均值比較法、文本分析法從獨特形象、認知形象、情感形象三個方面對中國國家旅游形象進行維度分析；應(yīng)用文本分析法從飲食、住宿、交通、游覽、購物、娛樂六方面對中國國家旅游形象要素進行了評價；在此基礎(chǔ)上提出了促進中國入境旅游業(yè)健康、快速、可持續(xù)發(fā)展的國家形象營銷策略。 主要研究結(jié)論為：①經(jīng)濟高速發(fā)展、歷史悠久的發(fā)展中國家是外國游客認可的中國獨特形象。②核心吸引物、基礎(chǔ)設(shè)施和服務(wù)、旅游配套設(shè)施和花費、信息溝通構(gòu)成中國國家旅游認知形象的四大維度。不同性別、年齡、職業(yè)、出國旅游次數(shù)的外國游客的中國旅游認知形象有顯著差異。③外國游客認為在華旅游非常有趣和獨特�！懊篮谩�、“令人驚奇”、“有趣”等詞匯表明外國游客在中國旅游具有較豐富的情感體驗,“挑戰(zhàn)”、“驚奇”等明匯表明中國旅游對外國游客產(chǎn)生了極大的吸引力。④外國游客對中國旅游形象要素總體評價較高,但也存在消極評價。⑤中國旅游形象詞匯存在長尾現(xiàn)象,排在“頭部”的詞中“偉大”和“美好”是外國游客對中國旅游最具代表性的評價,“上�！焙汀氨本笔侵袊谋碚�。⑥入境旅游者來華后對我國旅游形象的認知整體是正面和積極的,表現(xiàn)在中國地域廣博、文化差異大,旅游活動豐富多樣,旅游花費低等方面,而信息獲取不便和溝通障礙等因素對中國旅游形象的影響是負面的。 本文的創(chuàng)新之處在于：①從獨特形象、認知形象、情感形象三個維度對中國國家旅游形象進行調(diào)查研究,得出中國國家旅游認知形象的評價模型和群體差異。②應(yīng)用文本分析法對入境外國游客的中國國家旅游形象要素進行評價,發(fā)現(xiàn)了中國國家旅游形象詞匯長尾現(xiàn)象。
[Abstract]:Tourist destination image plays an important role in tourist destination choice behavior and satisfaction. Countries around the world are competing with other countries by putting forward their own slogan for tourism image, such as "Incredible India" and "Amazing Thailand" in Thailand. Canada is the destination of Four Seasons. Since 1992, the National Tourism Administration of China has introduced different tourism themes each year, accompanied by corresponding slogans (such as "China Happy Health year" in 2012 and "Happy China Tour, Health with you"), but so far, There is not yet a unified, clear image of China's national tourism. Based on this, this paper takes questionnaire, statistical yearbook and blog text as the data source to investigate the image of inbound foreign tourists to China's national tourism. SPSS software is used to analyze the demographic characteristics of the survey sample, the way of obtaining tourism information, the time spent in China and the per capita expenditure, and so on, and the factors analysis method, variance analysis method, mean value comparison method, text analysis method are used to analyze the unique image of the survey sample. Cognitive image, emotional image of China's national tourism image dimension analysis, the application of text analysis from the diet, accommodation, transportation, tourism, shopping, entertainment six aspects of China's national tourism image elements were evaluated; On this basis, the national image marketing strategy of promoting the healthy, rapid and sustainable development of China's inbound tourism is put forward. The main conclusions of the study are that the developing countries with a long history of rapid economic development are the core attraction, infrastructure and services, tourist facilities and expenses recognized by foreign tourists as the unique image of China. Information communication constitutes the four dimensions of the cognitive image of China's national tourism. The cognitive images of Chinese tourists with different gender, age, occupation and number of trips abroad are significantly different. 3. Foreign tourists think that traveling in China is very interesting and unique. Words such as "beautiful", "amazing" and "interesting" indicate that foreign tourists have a rich emotional experience, "challenges" and so on. "surprise" shows that Chinese tourism has a great attraction to foreign tourists. Foreign tourists generally have a high evaluation of the elements of China's tourism image, but there is also a long tail phenomenon in negative evaluation of the vocabulary of China's tourism image. The words "great" and "beautiful" in the word "head" are the most representative comments of foreign tourists on Chinese tourism. "Shanghai" and "Beijing" are the characteristics of China. 6. The overall cognition of inbound tourists to China's tourist image after coming to China is positive and positive, which is manifested in China's extensive geographical, cultural differences, and rich and diverse tourism activities. The low cost of tourism and other factors such as inconvenient access to information and communication barriers have a negative impact on China's tourism image. The innovation of this paper lies in the investigation and study of China's national tourism image from three dimensions: unique image, cognitive image and emotional image. The evaluation model and group difference of cognitive image of Chinese national tourism are obtained. 2. The text analysis is applied to evaluate the elements of Chinese national tourism image of foreign tourists, and the long tail phenomenon of Chinese national tourism image vocabulary is found.
【學位授予單位】：陜西師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592;F224

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