基于旅游经历的目的地吸引力感知差异研究  

Study on the Difference of Perceived Destination Attractiveness Based on Tourist Experiences

作　　者：余意峰[1,2] 保继刚[1] 丁培毅[3] 

机构地区：[1]中山大学旅游规划与研究中心,广东广州510275 [2]湖北大学旅游发展研究院,湖北武汉430062 [3]澳大利亚昆士兰大学

出　　处：《旅游学刊》2010年第5期51-55,共5页Tourism Tribune

基　　金：国家自然科学基金项目资助(70703012)~~

摘　　要：关于旅游经历对旅游者目的地感知的影响,现有的研究文献从感知形象和感知价值等方面进行了探讨,但尚未出现从目的地感知吸引力角度进行的相关研究。目的地的初游者和重游者代表着两类具有不同旅游经历的目的地游客,本文的研究目的在于探讨二者对旅游目的地吸引力的感知及其差异。实证研究结果表明,目的地感知吸引力包含了整体环境吸引和观光体验吸引两个维度,重游者在整体环境吸引上的感知显著高于初游者,二者在观光体验吸引的感知上没有显著差异。As to the impact of tourist experiences on tourists＇ perceived destination,the existing study literature is limited to the discussion about perceived image and perceived value rather than perceived destination attractiveness.First-time tourists and repeated visitors of a destination represent tourists with different tourist experiences.The purpose of this paper is to explore their perceived attractiveness of destinations and disparity.Nankun Mountain Ecological Area,Guangdong Province,a rapid developing tourist destination with considerable repeated tourists,is selected as a survey site and an empirical study is conducted through in-depth interviews and questionnaire survey.The results indicate that perceived destination attractiveness includes two dimensions of total environmental attractiveness and sightseeing experience attractiveness.Repeated visitors have significantly higher perception of total environmental attractiveness than first-time tourists,whereas there is no significant difference in terms of the perception of sightseeing experience attractiveness.This study conclusion is of stronger enlightening significance to the development of destinations and marketing practice.

关 键 词：旅游经历 初游者 重游者 旅游目的地 感知吸引力 

分 类 号：F590[经济管理—旅游管理]