旅游人口的区域形象认知的研究.docVIP

旅游人口的区域形象认知研究 —基于陕西省的形象认知调查 马 骊 【内容摘要】在竞争日益激烈的旅游市场，为了形成区域间旅游地的差异化，各地在构建区域品牌时应首先掌握区域的竞争优势与消费者的需求特征，然后确立区域形象，并在此基础上开展实质性的调查研究，了解旅游消费者对区域的形象认知现状，进而实施区域品牌构建策略。文章通过相关的信息收集与调查研究，了解了外省来陕西旅游的消费者的基本特征、确定了陕西省的区域形象以及消费者对陕西的区域形象认知现状，并提出了相应的改进区域形象认知的对策建议，以期促进区域发展，提高区域竞争优势。 【关键词】旅游人口；区域营销；营销战略；区域形象；区域品牌 【作者简介】马骊，西安财经学院副教授、博士；西安：710100 Research on Regional Image Cognition in Tourist Population Based on the Investigation Implemented in Shaanxi Province Ma Li Abstract: The regional tourism advantage and consumer’s requirement should be deeply investigated when a local authority faces the huge competition in tourism market, which aims to form the final regional image and the regional distinction among various regions. In this process, it is vital to establish the tourism brand based on learning regional image cognition originated from tourists. This paper proposed nowadays regional image cognition of Shaanxi province through investigating the consumption characteristics of those tourists from other provinces when they consumed in Shaanxi. The corresponding strategy and policy were then presented to upgrade the regional image cognition of Shaanxi province, which aims to promote the region development and its competition capacity. Keywords: Tourism population, Regional marketing, Marketing strategy, Regional image, Regional brand Authors: Dr Ma Li is an Associate Professor in Business School, Xi’an University of Finance and Economics, Xi’an 710100, and Mrs Chen Liyong is a Professor in Business School at that university. The correspondent author is Dr Ma Li with the email xianmali616@. 1引言 中国的旅游业在改革开放40年以来，保持了持续、健康、快速的发展态势，迈入了世界旅游大国的行列。据《2013年中国旅游业统计公报》显示，2013年中国公民出境人数达到9818.52万人次，比上年增长18.0%，我国对国际旅游市场增长的贡献超过30%。截止2014年4月，已有150个国家和地区成为我国公民出境旅游目的地。入境旅游人数1.29亿人次，实现国际旅游（外汇）收入516.64亿美元，分别比上年下降2.5%和增长3.3%。我国国内旅游发展持续强劲，拥有全球最大的国内旅游市场。2013年我国国内旅游人数达32.6亿人次，收入26276.12亿元人民币，分别比上年增长10.3%和15.7%。旅游业有力地推动了我国服务业总体规模的扩大和整体质量的提升，成为我国服务业发展的重要因素。 促进旅游产业的发展，必须加强对需求方即旅游人口的研究。旅游人口是一种时间短暂的流动人口，其中包括探