【摘要】：隨著中國(guó)旅游業(yè)的快速發(fā)展及中國(guó)居民出游力的增加,民族地區(qū)日益成為旅游者旅游目的地選擇的重要區(qū)域之一。民族地區(qū)作為特定的旅游目的地,在游客感知距離、旅游資源及旅游者行為決策等方面具有其獨(dú)特性。對(duì)民族地區(qū)旅游目的地選擇影響因素研究,有利于豐富民族地區(qū)旅游地選擇的相關(guān)理論,對(duì)少數(shù)民族地區(qū)旅游營(yíng)銷(xiāo)具有借鑒意義。多年來(lái),國(guó)內(nèi)外學(xué)者從不同研究視角出發(fā),對(duì)影響旅游目的地選擇的因素進(jìn)行分析,但旅游者在選擇不同類(lèi)型的旅游目的地時(shí)影響其決策的因素大不相同,還沒(méi)有學(xué)者就某一類(lèi)特定旅游目的地進(jìn)行具體研究,缺乏有針對(duì)性地對(duì)某一旅游目的地細(xì)分市場(chǎng)進(jìn)行深入的探討與分析。 在少數(shù)民族地區(qū)旅游業(yè)快速發(fā)展的背景下,本文以民族地區(qū)旅游目的地這一細(xì)分市場(chǎng)作為研究對(duì)象,在計(jì)劃行為理論的基礎(chǔ)上,構(gòu)建了民族地區(qū)旅游目的地選擇的影響因素模型。以國(guó)內(nèi)部分一線及省會(huì)城市居民為樣本,運(yùn)用因子分析法,得出民族地區(qū)旅游目的地選擇的影響因子：旅游吸引物、旅游服務(wù)、旅游成本、社會(huì)影響及旅游支持。本文以旅游者出游意愿為被解釋變量,以五個(gè)影響因子分別作為解釋變量,構(gòu)建了回歸模型。實(shí)證結(jié)果表明： 第一,旅游目的地形象的吸引程度與游客的出行意愿呈正相關(guān)；第二,旅游目的地的服務(wù)水平對(duì)游客的出行意愿有顯著的正相關(guān)關(guān)系；第三,旅游者所承受的成本與出行意愿負(fù)相關(guān)；第四,社會(huì)影響方面同游客的出行意愿具有顯著正相關(guān)關(guān)系；第五,旅游目的地的支持力度與出行意愿具有顯著正相關(guān)關(guān)系。 基于實(shí)證分析的結(jié)果,本文在理論分析的基礎(chǔ)上,結(jié)合我國(guó)民族旅游地區(qū)現(xiàn)狀,分別從以上五個(gè)角度為民族地區(qū)市場(chǎng)營(yíng)銷(xiāo)提出建議,以期為民族地區(qū)旅游目的地選擇的相關(guān)研究和營(yíng)銷(xiāo)實(shí)踐起到啟示和借鑒作用。
[Abstract]:With the rapid development of Chinese tourism and the increase of Chinese residents' ability to travel, ethnic regions are becoming one of the most important tourist destinations. As a special tourist destination, ethnic regions are unique in the aspects of perceived distance, tourist resources and tourist behavior decision. The study on the influencing factors of tourism destination selection in ethnic minority areas is beneficial to enrich the relevant theories of tourism destination selection in ethnic minority areas and has reference significance for tourism marketing in ethnic minority areas. Over the years, scholars at home and abroad have analyzed the factors that affect the choice of tourist destinations from different perspectives, but the factors that affect the decision of tourists in choosing different types of destinations are very different. There are no scholars on a specific type of tourism destination specific research, lack of targeted to a specific tourism destination segmentation market in-depth discussion and analysis. In the context of the rapid development of tourism in ethnic minority areas, this paper takes the tourism destination as the research object, based on the theory of planning behavior. This paper constructs a model of influencing factors of tourist destination selection in ethnic minority areas. Based on the sample of some first-line and provincial capital residents in China, the factors influencing the choice of tourism destination in ethnic minority areas are obtained by using factor analysis: tourism attraction, tourism service, tourism cost, social impact and tourism support. In this paper, the tourists' willingness to travel is taken as the explanatory variable, and the five factors are taken as the explanatory variables respectively, and the regression model is constructed. The empirical results show that: first, tourism destination image is positively correlated with tourists' travel intention; second, tourism destination service level has a significant positive correlation with tourists' travel willingness; third, The cost incurred by tourists is negatively correlated with travel willingness; fourth, social impact has a significant positive correlation with tourists' travel willingness; fifth, tourism destination support has a significant positive correlation with travel willingness. Based on the results of empirical analysis, this paper, on the basis of theoretical analysis, combined with the current situation of ethnic tourism areas in China, respectively from the above five points of view for the marketing of ethnic minority areas put forward suggestions. The purpose is to enlighten and draw lessons from the related research and marketing practice of tourism destination selection in ethnic minority areas.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F592.7;F224

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