游客心理动机与对目的地形象知觉的差异及相关性研究——基于海南国际旅游岛的调研分析  

Study on Discrepancy and Correlation between Psychological Motivations and Destination Image Perception of the Tourists——A Case Study of Hainan International Tourism Island

作　　者：傅安国[1] 胡静[2] 邓军[3] 尹正江[1] 

机构地区：[1]海南大学应用科技学院,海南海口571101 [2]海南大学招生办公室,海南海口570228 [3]四川大学锦城学院土木与建筑工程系,四川成都611731

出　　处：《重庆工商大学学报（社会科学版）》2013年第5期45-53,共9页Journal of Chongqing Technology and Business University：Social Science Edition

基　　金：海南省教育厅人文社科基金(Hjsk2012-19);教育部人文社会科学青年基金(11YJC71000 8)

摘　　要：以海南国际旅游岛的游客为研究对象，采用问卷调查的方式搜集数据，分析游客的心理动机及其对目的地形象知觉的反应情形，并了解不同人口统计变量的游客其心理动机及对目的地形象知觉的差异。结果发现：1．游客的旅游信息大多来自有来岛旅游经历的亲朋好友，同行人数以2～5人居多，游客对海南国际旅游岛的了解程度为一般；2．在心理动机方面，游客对“放松身心、接近大自然”的反应平均数最高；3．在对目的地形象知觉方面，游客对“海南国际旅游岛有关丽的海景风光”的反应平均数最高；4．在人口统计变量方面，不同性别、年龄、婚姻状况及教育程度会影响“基础建设与社会经济环境”“身体动机”“氛围”及“了解动机”等方面；5．“心理动机”与“对目的地形象知觉”二者之间有显著正相关。This paper uses questionnaire survey to gather information from respondents who are tourists in Hainan International Tourism Island, analyzes the psychological motivation of the tourists and their response to destination image perception as well as the discrepancy of the tourists with different population statistical variables on their psychological motivation and their destination image perception, and results show 1. most tourists＇ tour information mostly comes from their friends and relatives who had visi- ted Hainan International Tourism Island, the number of the tourists ＇ partners is among 2-5 people, and the tourists have general knowledge about the Island ; 2. in the perspective of psychological factors, the responsive average value of the item such as ＂re- laxed and natural＂ is highest, in the perspective of destination image perception, the responsive average value of the item such as that ＂Hainan International Tourism Island has a beautiful sea view scenery＂ is highest ; 3. in the perspective of population statis- tical variables, the gender, age, marital status and education level affect the aspects such as ＂infrastructures and socioeconomic environment＂, ＂physical motivations＂, ＂atmosphere＂ and ＂realization motivations＂ ; 4. there is a significantly positive correla- tion between ＂psychological motivation＂ and ＂destination image perception＂.

关 键 词：旅游行为 心理动机 目的地形象 海南国际旅游岛 

分 类 号：F590.82[经济管理—旅游管理]