信息刺激对旅华游客决策影响度研究——以西安为例

本文通过2005年9月旅华西安游客的第一手旅游市场调查资料,从信息刺激角度研究了旅华游客决策行为,研究揭示:信息刺激影响位于前四位的为亲朋推荐、旅游指南、国家政策宣传、海外促销活动;女性受信息刺激程度高于男性;以“口碑效应”传递的人际间信息传播影响度明显高于信息媒体的影响度;关于旅游目的地信息越详尽的资料对旅华游客决策行为影响度越高;各年龄阶段游客对于新旧媒介信息传递的影响度呈明显不对称状态;有一定家庭义务的游客旅游决策行为受人际传递信息影响度高;经济发达国家游客信息刺激敏感度低于经济次发达国家。并就研究结果提出了相应的市场促销建议。

Research on the Impact Degree of Sign Stimulus for Decision-making of Inbound Tourists——Take the case of Xi'an

According to the survey datas of tourists market of tourist in bond of Xi'an in August,2005,it study the decision behaviors of tourists in bond from sign stimulus are studied.It reveals that the first four places at degree of impact of sign stimulus are:recommended by relatives,tour guide,national policy drumbeating and sales promotion abroad;degree of impact of sign stimulus for female is higher than male;degree of impact of interpersonal information spreading that transferred by public praise effect is higher than it from information medium obviously;information about tourist decisions is more particular that degree of impact of tourist decision behavior is more higher;degree of impact of different ages for new and old mediumfor message passing show asymmetry states;degree of impact of interpersonal information spreading for tourists decision behavior oftourists who own some family responsibilities is easier;degree of sensitivityof sign stimulus for developed countries residentsis lower than developing countries.At the same time,it put forward policy of promoting the sale in market for research.