外国人来华旅游意愿及其影响因素——基于客源国居民旅游感知的视角

运用针对中国重要客源国居民的问卷调查和统计分析等方法,对外国人来华旅游意愿总体情况及其差异性进行分析,并从旅游供给侧及客源国居民旅游感知的视角,探讨来华旅游意愿的影响因素。结果显示,外国人来华旅游意愿总体上不太强烈,在区域、华裔特征、来华次数以及年龄、学历和职业等人口学特征方面表现出显著的差异性;旅游资源和产品、语言沟通、旅游安全、旅游接待服务、交通便捷度和旅游价格等对来华旅游意愿有着不同程度的影响,其中,旅游资源和产品影响最大,其次是语言沟通、旅游安全和旅游接待服务,交通便捷度和旅游价格也起着一定的影响作用。

Analysis of foreigners' willingness to travel to China and its influencing factors: Based on the perspective of tourismperception of source-country residents

This paper attempts to analyze the overall situation and differentiation of foreigners' willingness to travel to China by means of the questionnaire survey on the residents of China's important tourist source countries and statistical analysis; it is also explored the influencing factors of tourism willingness from the perspective of tourism supply-side and source-country residents' perceptions of China's tourism. The results indicate that the foreigners' willingness to travel to China is not too strong in general; the significant differentiations in willingness are residence in region, characteristics of ethnic Chinese, the number of visits to China and demographic characteristics of age, educational background and occupation; the factors such as tourism resources and products, language communication, travel safety, tourism reception services, degree of transportation convenience and tour prices have impact on the foreigners' willingness to travel to China to different extents; among them, tourism resources and products are found to be the main influencing factors, followed by the language communication, travel safety and tourism reception services, while the degree of transportation convenience and tour prices also have influence on willingness.