地理科学进展 ›› 2011, Vol. 30 ›› Issue (2): 231-238.doi: 10.11820/dlkxjz.2011.02.013

• 旅游地理 • 上一篇    下一篇

跨文化群体游客的中国旅游目的地意象色彩认知

白凯1,2, 张春晖1, 郑荣娟1, 夏雪1   

  1. 1. 陕西师范大学旅游与环境学院,西安 710062;
    2. 北京大学光华管理学院,北京 100871
  • 收稿日期:2010-10-01 修回日期:2011-01-01 出版日期:2011-02-25 发布日期:2011-02-25
  • 作者简介:白凯(1974-),男,回族,副教授,博士,西安人,研究方向为旅游市场开发和游客行为。E-mail: baikai@snnu.edu.cn
  • 基金资助:

    国家自然科学基金项目(40901077);陕西省软科学项目(2010KRM96)。

Color Cognition of China Tourism Destination Image Within the Groups of Cross-culture Tourists

BAI Kai1,2, ZHANG Chunhui1, ZHENG Rongjuan1, XIA Xue1   

  1. 1. School of Tourism and Environment, Shaanxi Normal University, Xi'an 710062, China;
    2. Guanghua School of Management, Peking University, Beijing 100871, China
  • Received:2010-10-01 Revised:2011-01-01 Online:2011-02-25 Published:2011-02-25

摘要: 色彩影响着人们的情感状态和选择意向。当旅游目的地意象被色彩化并赋予一定的涵义,它就成为目的地品牌定位、意象设计和营销战略制定的有力工具。本文以到访西安的跨文化游客群体为研究对象,以我国旅游意象色彩认知为研究内容,在调研数据对应分析和深度访谈资料挖掘补充基础上,初步研究了跨文化群体游客对我国目的地意象色彩认知的特点及基础规律。研究结果显示:①跨文化群体游客对我国旅游意象色彩认知基本统一,以红、黄、绿三色为主;②跨文化群体游客的旅游目的地意象色彩认知深度具有层化结构;③旅游体验和经历导致其目的地意象色彩认知趋同于目的地文化背景;④旅游目的地意象中的具象是导致跨文化群体游客色彩认知转化的主因。文后就研究不足和未来研究方向进行了说明。

关键词: 跨文化群体游客, 旅游目的地意象, 色彩认知, 西安, 中国

Abstract: Color affects people’s emotional state and choice intentions. When the destination image is colored and given a certain meaning, it will be a powerful tool for the destination brand positioning, the image design and the marketing strategy planning. By using the method of correspondence analysis and interviews, taking the cross-culture tourists’ color cognition about Chinese destination image as the research object, this paper concluded that, first, the color cognition of cross-culture tourists about Chinese destination image is basically accordant, and red, yellow, and green are the most common choice. Second, the cognitive structure of destination image color has a progressive attribution. Third, tourism experience makes the color cognition about destination image tend to be the same as the cultural background of the destination. Fourth, destination entity image is the main reason for the color cognition to transform. Finally, the paper indicated the defects of this study and put forward some suggestions for the future research.

Key words: Xi’an, China, color cognition, destination image, the groups of cross-culture tourists