地域文化差异对旅游者的旅游地意象感知影响——以内蒙古自治区草原旅游地为例  

The Impact of Regional Cultural Differences on Tourists' Perception of Tourism Destination Image——A Case Study of Tourists' Perception of Prairie Image in Inner Mongolia Autonomous Region

作　　者：乌铁红[1,2] 张捷[2] 李文杰[3] 

机构地区：[1]内蒙古大学旅游学系,内蒙古呼和浩特010021 [2]南京大学国土资源与旅游学系,江苏南京210093 [3]内蒙古师范大学旅游学院,内蒙古呼和浩特010022

出　　处：《旅游学刊》2010年第6期66-72,共7页Tourism Tribune

基　　金：内蒙古自治区高等教育科学规划项目(NGZG06011);内蒙古大学高层次人才引进科研启动项目(Z20090133)资助~~

摘　　要：在旅游地意象研究中,学者们一直很重视地域文化差异对旅游地意象感知的影响。文章基于旅游地意象构成模型,采用主成分分析、方差分析等定量方法,以内蒙古草原旅游地为例,对比分析了内蒙古自治区区内和区外两个地域文化组旅游者的草原旅游地意象的认知、情感以及整体意象感知的变化和差异。研究得出以下结论:(1)两个地域文化组旅游者的草原旅游地意象感知都是积极正面的,草原旅游地意象在市场中发挥着积极的作用。(2)区内文化组旅游者的整体意象感知高于区外,但区外文化组却拥有比区内文化组更高的情感意象。在7个认知意象维度中,多数认知意象维度的感知都是区内文化组高于区外文化组。(3)地域文化差异对旅游者的草原旅游地意象感知没有显著影响。本文的研究对于同一文化体系内部的文化差异对旅游地意象的影响研究具有一定的参考价值。In the field of tourism destination image research,scholars have been attaching great importance to the impact of regional cultural differences on tourism destination image.Based on the model of tourism destination image formation,taking the prairie tourism destination of Inner Mongolia as an example and using some quantitative methods such as Principle Component Analysis,One-Way ANOVN Analysis,the paper comparatively analyzes the changes and differences of three components of tourism destination images（cognitive image /affective image /total image） between cultural tourists inside and outside Inner Mongolia Autonomous Region.The following conclusions are obtained：1.The perception of the prairie tourism destination image of both two regional cultural groups is positive and the image plays an active role in tourism market.2.The overall image of cultural group inside autonomous region is higher than that of cultural group outside autonomous region,while the affective image between the two groups is converse.Among the seven dimensions of cognitive image,the perception of most dimensions of cognitive image of cultural group inside the region is higher than that outside the region.3.Regional cultural differences have no significant impact on tourists＇ perception of prairie tourism destination image.The study is of certain referential value to the impact of cultural differences on destination image inside the same cultural system.

关 键 词：地域文化差异 旅游者 旅游地意象 草原旅游地 

分 类 号：F592[经济管理—旅游管理]