大陆游客对海南目的地意象研究.pdf

型、谨慎消费型四大类群体。上述细分群体有助于推广海南的旅游产品，更好地满足大 陆游客的不同需求。 关键词：海南；目的地意象；市场细分 II Abstract The destination image is an highly concerned field of tourism research which has a decisive impact for tourist destination choice behavior, affect the tourists satisfaction and then the purchase behavior. Hainan has a unique tropical climate and rich island tourism resources, has a strong attraction for Chinese tourists, is a very unique tourist destination. Especially after the construction of Hainan International Tourism Island rose to an national strategic level, how to promote Hainan tourism image become a practical significance research topic. From the academic perspective, how the tourism image in Hainan mainland tourists in mind showing? This image of the tourist behavior has the effect? How to segment the market according to the tourism image of Hainan tourism? So far, there has not been a thorough research. Therefore, it has important theoretical and practical significance of the research topic. The Study explored the factors of Hainan tourism product that attractive the mainland tourists by surveying their destination image to Hainan. However, mainland tourists’ Images formation process will be affected by sources of information; therefore, the media of information sources which were contacted before they come to Hainan will be analyzed. Then, suppose and analyzed that the differences of demographic characteristics and tourism characteristics will make mainland tourists’ different destination image cognition to Hainan, to explore whether it can become a variable of market segments. In future tourism promotion, based on the images valued by different