摘要
在世界经济论坛(WEF)发布的《旅游业竞争力报告》,中国"旅游亲和力"一项指标的全球排名连续位列后位,这一重要旅游资源与品牌资产亟待重视、培育和提升。从营销传播层面上,人是一个国家文化软实力和国家旅游品牌形象最鲜活和最具亲和力的媒介。从旅游目的地层面上,中国居民的真实生活和好客态度是最贴近和打动入境游客的旅游资源。作为目的地"有待培育的第一引力",旅游亲和力有利于提高游客的体验性、满意度和忠诚度,通过测量、评估、管理旅游目的地的亲和力,对旅游目的地的跨文化管理和国家旅游品牌形象,对推动我国入境旅游的服务质量提升和可持续发展,有着深远的实践意义。基于旅游亲和力的入境游客感知视角,构建"好客中国"的国家旅游品牌形象,以文化涉入度和客主交互度两大维度刻画旅游目的地的接待亲和力、文化亲和力、社会亲和力等侧面,从文化体验和客主交互的人-地双向感知系统,强化"好客中国"的入境游客满意度。
In Travel Tourism Competitiveness Report（2009-2013）by World Economic Forum（WEF）,the indicator of affinity for Travel Tourism of China ranked global bottom in successive years.The important tourism resource and brand equity should be valued,cultivated and promoted urgently.People in the marketing communication is the more efficient media of carrying the national cultural soft power and country tourism brand image.The real life and hospitality attitude of Chinese residents in tourism destination is becoming the most fresh tourism resource of impressing inbound tourists.As the first tourism attraction to be cultivated,affinity for Travel Tourism has been applying to improve the tourists＇ experience,satisfaction and loyalty,and the measurement,evaluation and management of affinity for Travel Tourism in tourism destination are of profound practical significance to promote the cross-culture management of national tourism brand image and the service quality of inbound tourism.From the perspective of inbound tourists＇ perception of Affinity for Travel Tourism,China tourism destination branding image of Smiling China should be constructed to strengthen the inbound tourists＇ satisfaction through two dimension of the cultural involvement and tourist-host interaction to reflect the hospitality affinity,cultural affinity and social affinity,through the bidirectional perception system of cultural experience and the touristhost communication in Smiling China.
出处
《旅游论坛》
2018年第1期38-47,共10页
Tourism Forum
基金
教育部人文社会科学研究青年项目"基于目的地品牌化的中国国家旅游形象理论模型及实证研究"(14YJCZH009)
安徽省哲学社会科学规划项目"基于主客感知的皖南国际文化旅游示范区旅游亲和力研究"(AHSKY2016D15)
关键词
旅游亲和力
“好客中国”
国家旅游品牌形象
文化涉入
客主交互
affinity for travel
tourism
Smiling China
China tourism destination branding image
cul-tural involvement
tourist-host interaction
