联系我们

论文查询结果	返回搜索

论文编号：	1062
作者编号：	2120072035
上传时间：	2009/5/29 22:38:43
中文题目：	韩国大学生对中国旅游形象感知研
英文题目：	The research of South Korea co
指导老师：	徐虹
中文关键字：	旅游目的地形象;形象感知;韩国大
英文关键字：	tourist destination image;perc
中文摘要：	旅游目的地形象不仅影响着目的地的市场竞争力，也成为目的地可持续发展战略管理的关键所在。树立鲜明而又具有真正吸引力的旅游目的地形象已成为旅游目的地制胜的重要条件。因而旅游目的地形象的研究对于提高旅游地知名度、识别度和美誉度以及引导旅游者的出游行为抉择具有重大意义。 韩国大学生出境旅游市场是一个对中国来说极具发展潜力的市场，但是其目前来中国旅游的现状却不是很理想。由于许多学者的研究已经证明，潜在旅游者在目的地选择上很大程度上取决于对目的地形象的感知，因此本文从理论上推断制约韩国大学生旅华的原因为韩国大学生对中国旅游形象的感知。为了真正弄清韩国大学生对中国旅游形象感知现状，本文采取非结构法与结构法相结合的方式，在韩国首尔实地选取7所高校进行随机发放问卷调查。在后期分析过程中，运用SPSS统计分析软件，使用因子分析、方差分析、回归分析等方法，对数据进行处理。研究发现，韩国大学生的出游动机与中国在其心目中的形象没有很好的拟合，韩国大学生认为来中国旅游并不能够很好的满足他们的旅游动机，因此，我国在针对韩国大学生市场的形象建设上还有很长的路要走。 最后，根据定量数据分析的研究结果，本文给出了包括形象定位以及形象传播在内的针对韩国大学生市场的中国旅游形象建设策略，为在韩国大学生市场树立起更加独特鲜明并且有吸引力的中国旅游形象提出些思路和做法，希望能为开发这一目标市场尽一些微薄之力。
英文摘要：	Tourist destination image is not only has an important influence on the market competitiveness of the destination, but also plays a key part on the sustainable development of destination. Establish a truly distinctive and attractive tourist destination image has become an important condition for victory of the tourist destination. Therefore, the research of the tourist destination image has great significance for improving the well-known, identification and reputation of the destination as well as guiding the choices of the tourists travel behavior. The outbound tourism market of Korean University students has a great development potential to China, but the current situation is not that ideal. Many studies have proven that when a potential tourist chooses a tourist destination his choice depends largely on the perceived image of the destination. So this thesis deduced the constrain causes on the perceived image of China in theory. In order to know the exact present situation of the perceptual image of China, this thesis used both the structured and unstructured method, chosed seven universities to do the research in Korea. Factor Analysis、ANOVA、Liner Regression are used during the process of data analyzing. The study found that the travel motivations of Korean University students do not have a good fitting point with the tourist image of China in their eyes. And also the Korean students don not think traveling to China can fullfil their motive. So, we still have a long way to go to build our tourist image in this target market. In the last part of this thesis, according to the quantitative research conclusions, the author gave the strategies of how to build our tourist image, including image positioning and image transmission. Hope these can give a little help to the development work of the outbound tourism market of Korean University students.
查看全文：	预览  下载(下载需要进行登录)