International-Tourism-and-Destination-Image-of-China-(中国国际旅游形象研究)-黎云莺-魅力中国

International Tourism and Destination Image of China黎云莺 作者简介：黎云莺，1977年11月生，女，籍贯广州，讲师，硕士学位，研究方向：旅游英语、商务英语教育广东轻工职业技术学院AbstractThe unprecedented growth during the last sixty years has created great challenges in tourism industry. As more and more places have been developing for tourism, the destination choices available to consumers continue to expand. Under such a competitive environment, all segments of the tourist industry have spent large amount of money attempting to build a favorable tourist image. In recent years more attention has been paid by researchers to the role of destination image in the tourists holiday choice decision process and to the measurements of destination image. The purpose of this paper is to examine the measurement and the formation model of destination image. A survey of Chinas tourist image is carried out in China using the methodology developed from previous studies. As a result, suggestions for improving the weaknesses and maintaining the strengths of Chinas tourist image are proposed. These suggestions have both theoretical and practical implications for future tourism development. 1. IntroductionThe product of tourism is an experience rather than a tangible good so that it is more complex than most products. A travel destination is chosen in part based upon peoples perception of its ability to satisfy their felt needs (Mill & Morrison, 1985). Without a clear understanding of destination image, tourism industry is at a disadvantage in an increasingly competitive market. Therefore, research focuses on the image evaluation of destinations by potential tourists leads to greater marketing effectiveness and is essential to industry success. Findings both from theory research and empirical assessment suggest that both personal variables, such as demographics, culture, familiarity and previous experience as well as physical features of destinations and marketing activities are relevant to tourist image assessment. Very few studies have concentrated on Chinas image as a tourist destination in the international market. The present study integrates conceptual foundation and methodological approach from previous studies to contribute to a theoretical framework of destination image formation with the goal of assessing a more appropriate tourist image of China.2. The Development of Chinas Tourism ImageChina is a land of conundrums and contradictions, while so much has changed in recent years (Weightman 2002). Destination images seem to be derived from a wide spectrum of information sources because there is a link between a countrys tourist image and its national image (World Tourism Organization 1979). It is not easy to conclude precisely what the tourist image of China is. Guo Laixi (1990: 123), a well-known tourism geographer, states that China has always been considered a mystical place by the Westerners. Jenkins (1990) cites Isaacss statement, which is a typical American view of China: Down through time, from Marco Polo to Mao Tse-Tung, the Chinese have appeared to us as superior people and inferior people, outrageous heathen and attractive humanist In the long history of out association with China, these two sets of images rise and fall, move in and out of the center of peoples minds over time.The Chinese meaning of China, Zhongguo, which means the center of world could some how indicate the closeness and centralization of China. This country China, which assumes itself to be the center of the world, has always discouraged prying eyes. For a long time, these refined, proud and secretive people have politely rebuffed foreigners- merchants, missionaries or diplomas- who have presented themselves at their frontier (Oudiette 1990 Oudiette cites Faujua, Alian (1986) Le Monde (June 13-14).The incident in Tiananmen Square in 1989 caused a negative image in Chinas tourism development. Total visitation for 1989 was probably 30%-50% lower than for 1988 (Roehl 1990). To rebuild the industry, the Chinese administration has developed various marketing strategies to promote China as a major international destination. Year-long national tourism promotion campaigns were introduced in 1988 (Tourism Year of Dragon) and 1992 (Visit China Year). China joined members of the Pacific Asia Travel Association to promote the East Asia Year of Travel in 1994 (Zhang1, 1995). In the 99 International Ecological Tourism Year, China was sponsoring an ecological tour route while in 2001 the China Century Tour. Meanwhile, China is starting large-scale promotion activities in the domestic tourism market, so as to make the Chinese people get to know their own countrys tourism resources better. More recently, the success of the application of the Olympic 2008 in Beijing must help to form a new image of China to the world. Though there is progress in forming Chinas tourism image recent decade, more work should be done in future. Chinas tourism image is still limited to its present well-known characteristics. According to Raffery, The landscape of China, at least in the eyes of most Westerners, is actually the landscape of Guilin. Lots of tourism resources have not been known in international market. 3. The Study of Tourism Image in ChinaThe object of the study was to investigate the relationship between respondents descriptive image of China, and image attributes, which they considered important in any decision to visit or not to visit the country for a pleasure vacation. Another objective of the study was to identify those attributes of image, which should be emphasized in order to most effective marketing and future planning. 3.1 The Survey Instrument used in this survey was developed on the previous research basis of Echtner and Ritchie (1993) and Choi, Chan and Wu (1999). 17 pre-developed Likert statements comprise the first part of the questionnaire, which is designed to measure the functional and psychological attributes of Chinas tourist image. The sample of tourists was selected at Hong Kong International Airport, Guangzhou International Airport and Guilin (West Street). Hong Kong and Guangzhou are representatives of east coastal tourism and Guilin is one of the most visited areas in south China. The target respondents are those who had stayed for at least one day but less than one year and who stated the reason for visiting as leisure or business (Mill & Morrison, 1985). A total of 300 questionnaires were spread out in the three different areas mentioned above and 175 have been completed. 60 questionnaires have been finished in the Hong Kong airport as it the busiest airport in south China. 65 were done in Guilin (mainly the West Street). Only 50 have been completed validly in Guangzhou.3.2 The Result and implications3.2.1 Profile of respondents Table 4-1 Profile of respondents (n=175)FrequencyPercentage (%)Sex Male11867.4% Female5732.6%Age Under 2052.9% 20-399956.6% 40-596637.6% 60 or over52.9%Region Europe3520% Australia/New Zealand1810.3% Asia4425.1% America6637.6% Others126.8%3.2.2 Results of Factor Analysis in Part One In Table 4-2, the average scores are provided for each of the seventeen statements in the first part of the questionnaire. In order to represent image dimensions of China, the seventeen statements were combined into smaller factor sets. Respondents were asked to evaluate their level of agreement on a five-point scaling, ranging from strongly agree (5) to strongly disagree (1) as labeled, upon each attribute statementFactor and Its ItemsScore1. Interest/ Atmosphere A holiday in China is a real adventure4.7Everything is different and fascinating4.3Travel prices are relative cheap in China3.8Many places of interests to visit4.52. Nature StateChina offers a lot in terms of natural scenic beauty4.8Chinas environment is well protected3.43. Cultural AttractionLots of valuable cultural heritage4.2Lifestyle and customs are different to ours3.9I shall learn a lot from the travel in China3.84. Tourist FacilitationGood tourist information available2.9Many packaged tours are available in my own country to China2.1Good public infrastructure (i.e. transportation, public toilet) 2.5China has high quality services (i.e. restaurant, hotels)3.75. Security/ ComfortChina is a safe place to visit3.9Local people are friendly and helpful4Many people understand English2.2I will intend to visit China again4.1Table 4-2 Scores on scale factors The above result shows that visiting China is regarded as an adventure and interesting journey (4.8 and 4.5). And natural and cultural attractions are another key point here (4.8 and 4.2). It is very important to maintain and reinforce this favorable image while at the same time we should do more on promotion, information provision and public infrastructure. The English level of the service industry and resource protection are also need to be improved.3.2.3 Results of Analysis in Part TwoEvaluations of the six open-ended questions were summarized in Table 4-3. The most frequent responses (those given by more than 5% of the survey samples) to the questions are listed. In general, the evaluations on question 1, 5 included both affective and cognitive responses, which in part was supported by scale items, and provided some unique characteristics of destinations that would not be captured by structured evaluations (scale items).Table 4-3 Frequent Response to Open-ended QuestionsDescriptionFrequencyRank1. Images or characteristics evoked for China as a vacation destinationInteresting culture42.9%1High populated37.1%2Mysterious22.8%3Disorganized20%4Dragon15.6%5History14.3%6Less developed tourist destination11.4%7Friendly-hospitable11.4%7Adventure8.6%8Great wall8.5%9No specific image8.5%9Exotic and inexpensive6.8%10Food5.9%11Temples5.5%12Art work5.1%132. How did the image change after the actual visit in ChinaMuch more different than I expected51%1Not much change30.5%2More westernized25%3Improvement in many aspects20%4Economic development19%5More interesting15%6People are more helpful and friendly14.3%7People are busy9.6%83. Where to get travel informationTravel agent50.1%1Internet47.4%2Previous visitors44.7%3Guidebook28.9%4Other information sources28.9%4Newspaper23.7%5Which information source is most usefulPrevious visitors42.1%1Internet31.6%2Travel agent28.9%3Guidebook23.7%4Other information sources13.1%5Newspaper105%6What did the travel information not tell you?No30%1Credit card or travel check are not always accepted17%2Some less-known but beautiful places15%3Not many people speak English10.2%4Crowded transport10%54. Distinctive or unique tourist attractions in ChinaGreat wall58.7%1Boat trip in Lijiang (Guilin)27.2%2Xian22.8%3Tibet20%4Various famous mountains18.6%5Hong Kong17.4%6Yangtz Gorges14.3%7Various temples14.3%7Shanghai11.3%8Xinjiang9.7%9Cafe in West street (Guilin)7.3%105. Improvement for international tourists in the following five yearsMore English tourist information41.3%1More environmental concern31.9%2Improvement on English language skills28.8%3Upgrade tourist facilities28.7%4Transportation improvement25.7%5Conservation of cultural sites25.7%5Safety improvement18.5%6More Internet promotion12.5%7Hygiene (hotel service) improvement9.4%8A successful marketing program designed to improve the image of China as an international tourist destination should be that, which can bring information to potential tourists about attributes they are not well aware or they have a distorted view. Unfortunately, people are more likely to be exposed to a considerable quantity of informational stimuli that contrast to what offered by the travel agencies. A country like China, which is large in scope and size, diverse and distinctive is substantially to show more faces to the world!ConclusionChinas late entry into tourism market, in a sense, makes it benefit from the accumulated experience of other countriesfrom their success and mistakes. The findings of the survey provide very important theoretical implications on the role of destination image in holiday evaluation. The findings also have important practical implications for policy makers and marketers. Image does not always equate to reality. In this case, this kind of study can help to develop campaigns to change certain images and maintain or strengthen others. At the same time tourism developers may also wish to allocate financial resources to promote activities or attractions where there is a comparative advantage. It does not attempt to recommend an ideal proposal, but rather provides developers with information that can lead to respect to tourism image formation. 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