摘要
现有研究成果表明,文化差异会影响游客对旅游目的地形象的感知,使形象感知形成差异化,因此有人认为文化差异必然导致形象感知差异。本文采用Hofstede的高/低不确定性规避文化维度,通过问卷划分高/低不确定性规避游客群体,并调查其对目的地的认知、情感和总体形象的感知。研究发现,高不确定性规避和低不确定性规避两个游客群体对张家界认知形象中的信息和交通方面的感知存在显著差异,在情感形象和总体形象的感知上并不存在明显差异。
The existing research findings show that cultural diversity can influence tourists＇ image perception of tourist destinations ; therefore it leads to the differentiation of image perception. Some deem that cultural diversity necessarily result in perceptional image diversity. With Hofstede＇ s cultural dimension of Uncertainty Avoidance Index（ UAI）, this paper studies tourists＇ perceptional image about Zhang Jiajie with high UAI and low UAI and finds out that there is no apparent difference in tourists＇ perceptional image about Zhang Jiajie except for information and transportation, and that there is no apparent difference in affective image and overall image between the two groups.
出处
《旅游科学》
CSSCI
2012年第3期42-53,共12页
Tourism Science
基金
广东省自然科学基金项目"文化差异与环境范式转变对遗产旅游资源保护的影响研究"(9151027501000038)资助
关键词
旅游
不确定性规避
文化
形象感知
张家界
tourism
uncertainty avoidance
culture
image perception
Zhang Jiajie
