本文選題：中國　切入點(diǎn)：旅游目的地形象　出處：《陜西師范大學(xué)》2016年博士論文

【摘要】：隨著中國旅游目的地之間的競爭日益激烈,目的地形象營銷已成為目的地增強(qiáng)市場競爭力的有效手段之一。在此背景下,如何面向細(xì)分市場開展目的地形象精準(zhǔn)營銷成為重要的研究課題。中國是一個(gè)人口眾多、文化多元、歷史悠久且近代以來發(fā)生了巨大社會(huì)變革的國家,國內(nèi)不同文化群體客觀存在。但是,國內(nèi)外對中國文化群體的旅游目的地形象比較研究尚屬空白。因此,開展不同文化群體之間的目的地形象比較研究,不僅可以豐富和深化目的地形象研究內(nèi)容,而且可以為中國旅游目的地發(fā)展提供實(shí)踐指導(dǎo)。本文將一個(gè)國家內(nèi)部存在的多種文化群體稱為內(nèi)文化群體,它是國家文化群體進(jìn)一步細(xì)分而來的文化群體。內(nèi)文化群體同樣具有共同的群體意識和行為規(guī)范,其群體文化是組成國家文化不可或缺的部分。根據(jù)內(nèi)文化群體的特點(diǎn),為服務(wù)于旅游目的地形象的比較研究,本文提出了對內(nèi)文化群體基于時(shí)間維、空間維和屬性維的分類體系,并根據(jù)典型性和代表性原則基于時(shí)間維遴選出五個(gè)代際文化群體、基于空間維遴選出三個(gè)地域文化群體、基于屬性維遴選出性別文化群體作為本文研究的內(nèi)文化群體典型代表。本文以目的地形象相關(guān)理論、文化決定論、環(huán)境感知論和社會(huì)認(rèn)知理論為基礎(chǔ),以中國著名旅游目的地杭州為案例,使用第一手?jǐn)?shù)據(jù)和比較研究法,基于單因子方差分析和T檢驗(yàn)比較了內(nèi)文化群體目的地形象因子認(rèn)知的異同,基于結(jié)構(gòu)方程模型比較了內(nèi)文化群體目的地認(rèn)知形象維度結(jié)構(gòu)的異同,基于數(shù)理分析和社會(huì)網(wǎng)絡(luò)分析比較了目的地刻板形象詞匯的異同。本文主要研究結(jié)論有:第一,中國內(nèi)文化群體的目的地形象存在顯著差異。其中代際文化群體之間差異最大,地域文化群體次之,性別文化群體再次。代際文化群體中50后、60后和70后文化群體之間的目的地形象差異較小,他們對杭州目的地形象的評價(jià)顯著高于80后和90后文化群體,同時(shí),出生年代越靠前,對杭州的目的地形象評價(jià)越高;地域文化群體中的京派、海派和中原文化群體在目的地形象的不同方面表現(xiàn)出不同的差異,他們的目的地形象各具特色。總體而言,京派文化群體對杭州目的地形象評價(jià)較高,中原文化群體較低,海派文化群體居中;性別文化群體的目的地形象差異較小,其中男性文化群體對目的地形象的評價(jià)略高于女性文化群體。盡管不同性別文化群體的旅游目的地形象存在一些顯著差異,但相比其他兩類內(nèi)文化群體,其個(gè)性化的目的地形象并不明顯。第二,中國內(nèi)文化群體的目的地形象由共性維度和個(gè)性維度有機(jī)組成,表現(xiàn)出"手掌模型"式的維度結(jié)構(gòu)。中國內(nèi)文化群體目的地形象的共性維度包括"城市形象"、"旅游服務(wù)與基礎(chǔ)設(shè)施"和"旅游吸引物",三者構(gòu)成了"手掌模型"的掌面,個(gè)性維度則因內(nèi)文化群體的不同文化特征而異,構(gòu)成"手掌模型"的手指,例如京派文化群體認(rèn)知形象中的"目的地氛圍"、90后文化群體認(rèn)知形象中的"美食演藝"和女性文化群體認(rèn)知形象中的"地方文化"等維度。第三,文化是目的地形象產(chǎn)生群體差異的重要影響因素。其中地域文化中的商業(yè)文化、生活方式等文化因素;代際文化中的知足常樂、家國情懷、個(gè)性化程度、國際視野等文化因素;性別文化中對經(jīng)濟(jì)、美的關(guān)注、多愁善感等文化因素,是導(dǎo)致內(nèi)文化群體目的地形象差異的重要群體文化因素。本文的創(chuàng)新點(diǎn)主要有三:第一,提出了內(nèi)文化群體的概念。本文根據(jù)研究對象的特殊性,提出了一個(gè)涵括代際、地域和性別等文化群體的新的通約性概念一一內(nèi)文化群體,并用于研究國內(nèi)文化群體的目的地形象差異。第二,初步揭示了中國內(nèi)文化群體目的地形象認(rèn)知差異的一般規(guī)律。內(nèi)文化群體的目的地形象認(rèn)知具有普遍差異,無論是認(rèn)知形象還是刻板形象。其中代際文化群體的目的地形象評價(jià)從前向后呈現(xiàn)出梯級下降的態(tài)勢;地域文化群體根據(jù)各自特點(diǎn)評價(jià)各異;性別文化群體的目的地形象評價(jià)差異不大。第三,發(fā)現(xiàn)了內(nèi)文化群體目的地形象維度結(jié)構(gòu)的共性維度和個(gè)性維度,并對其進(jìn)行歸納總結(jié),提出了目的地形象維度結(jié)構(gòu)的"手掌模型"。
[Abstract]:With the China tourist destination of the increasingly fierce competition, the destination image marketing has become one of the effective means to enhance the market competitiveness. Under this background, how to carry out market segmentation destinationimages precision marketing has become an important research topic. Chinese is a populous, multi culture, has a long history and in modern times happened the great social changes in the country, the different cultural groups exist. However, both at home and abroad to Chinese cultural groups of tourism destination image comparison research is still blank. Therefore, to carry out the comparative study between different cultural groups of the destination image, can not only enrich and deepen the content of the image of the destination, but also for the China tourism destination to provide practical guidance. The various cultural groups within a country are called cultural groups, it is a national cultural group The body further subdivided to cultural groups. In cultural groups also have group consciousness and behavior norms, the group culture is an integral part of national culture. According to the characteristics of cultural groups, comparative study to serve the tourism destination image, this paper puts forward to the cultural groups based on the time dimension, classification system spatial and attribute dimensions, and according to the typical and representative principle based on time dimension Lin selected five intergenerational cultural groups, the space selection of the three regional cultural groups based on the attribute dimension selection of sex culture groups as typical cultural groups in this study. In this paper, based on the destination image theory, culture determinism, environmental perception theory and social cognitive theory as the foundation, to China famous tourism destination in Hangzhou as a case, using the first hand data and comparative research method, based on single Factor analysis of variance and T test to compare the similarities and differences in cultural groups destinationimages cognitive factors, similarities and differences of the structural equation model between the internal cultural groups to cognitive dimensions of the image structure based on mathematical analysis and social network analysis compared the similarities and differences of lexical stereotypes based on the destination. The main conclusions of this research are: first, in China destinationimages cultural groups have significant differences. The differences between intergenerational cultural groups, groups of regional culture, gender culture group again. Intergenerational cultural group 50, between 60 and 70 after the group after the destination image of small differences in their evaluation of Hangzhou destination image was significantly higher than that of 80 and 90 cultural groups, at the same time, those born in the front, Hangzhou evaluation of destination image is higher; the regional culture group in Beijing, Shanghai and in groups in the original Different aspects of the destination image showed different differences, characteristics of their destination image. Overall, the cultural group Hangzhou evaluation of destination image is higher, the Central Plains culture group low Group Shanghai Culture Center; gender cultural groups destinationimages difference is small, the evaluation of the destination image of male culture the group is slightly higher than female cultural groups. Although different gender and cultural groups of tourist destination image has some significant differences, but compared to other two kinds of cultural groups, the personalized destination image is not obvious. In second, Chinese cultural groups destinationimages by common dimensions and personality dimensions of organic composition, showing the dimension structure the palm model ". The common destination in cultural groups Chinese dimension image including" city image "," tourism services and infrastructure "and" tourist attraction" Three, constituted a "palm palm model", the personality dimension depends on the different cultural characteristics in cultural groups, constitute a "palm model" fingers, such as the cultural groups in the cognitive image "destination atmosphere", 90 cultural groups in the cognitive image of "beauty food arts and cultural groups of women in the cognitive image of" local culture "and other dimensions. Third, culture is an important factor for the occurrence of destination image groups. The regional culture in the commercial culture, lifestyle and cultural factors; intergenerational culture in contentment, patriotism, the degree of personalization, international perspective and cultural factors; gender culture of economy. The beauty of the concern, always melancholy and moody and other cultural factors, is an important cause of cultural factors in community cultural groups destinationimages differences. The main innovations of this paper are three: first, the concept of cultural groups. The root According to the particularity of the research object, put forward a new generation covers, common concept of geographical and gender cultural groups in all cultural groups, and used to study the domestic cultural groups destinationimages differences. Second, revealing the cultural groups in Chinese destinationimages cognitive differences cognitive rule. Cultural groups in the destination image has common difference, whether cognitive image or stereotype. The intergenerational cultural groups destination image evaluation backwards showing cascade downward trend of regional culture; the group according to the features of different evaluation; evaluation of gender and cultural groups destination image has no significant difference. Third, found in the purpose of cultural groups as a common terrain dimension and the dimension of personality dimensions, and carries on the summary, proposed destinationimages dimension structure "palm model".

【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2016
【分類號】：F592;G05
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本文編號：1668050