北美游客对中国六大热点旅游城市认知行为研究

基于第一手调查资料，采用实证主义研究方法，利用了数理统计和李克特量表法，以中国六大旅游城市——北京、上海、西安、广州、桂林、昆明为例，分析了北美游客对中国六大旅游城市的旅游认知状况和旅游评价，得出游客对西安旅游服务质量满意，对西安、广东城市旅游产品价格评价稍高，对昆明城市接待形象评价高等结论，针对此提出了加强对国际旅游市场的促销力度，进一步改善旅游业支撑环境，加强基础设施建设和旅游服务设施建设等建议。

STUDY ON THE COGNITION AND EVALUATION ON THE SIX HOT TOURIST CITIES OF INBOUND TOURISTS FROM NOTHERN AMERICAN

Based on the first-hand statistics, the empirical research is used. In the light of mathematical statistics and Likert Scale, the cognition and evaluation on the six main tourism cities of inbound tourists from Northern American are analyzed. Some ideas were concluded： the tourists were satisfied with the service in Xi＇an; they thought the prices of tourist products were higher; they thought the image of Kunming city was so good. Some suggestions were put forward： the international promotion should be strengthened; the supporting environment should be bettered; the infrastructure and the facilities in tourism industry should be strengthened.