人格特质理论视角下东南亚国家对中国旅游形象感知差异研究

国家旅游目的地性格是影响国家旅游形象和国际游客旅游决策的关键因素,对入境旅游市场营销具有指导意义。本文运用内容分析法、扎根理论研究法,对东南亚3个国家的中文主播网络视频、在华留学生及其亲属的访谈内容进行分析,以探究东南亚国家人们对中国旅游目的地性格维度感知强度和差异。研究表明：根据感知强度大小,东南亚国家对中国旅游目的地性格维度感知依次是能力、真诚、魅力、友善和侠义。东南亚国家对中国旅游目的地性格维度感知存在国别差异,其中,越南人和缅甸人的感知总体呈正面,感知维度分别是“友善”“魅力”和“侠义”“斯文”;老挝人感知相对负面,感知维度为“随性”“自我”。据此建议中国加强与东南亚国家的文化交流,区别不同国家人们的感知特点,进一步强化正面性格感知,调整和优化针对负面性格感知的宣传策略。

Research on perceived differences of China’s tourism image in Southeast Asian countries: The perspective of personality theory

As a key factor affecting national tourism image and international tourist decision-making, national tourism destination personality is of great significance for differentiated marketing targeting different tourists generating countries. In this paper, content analysis method is used to analyze the network videos of bloggers in three Southeast Asian countries, and grounded theory is used to analyze the interview content of international students in China and their relatives in these three countries, so as to explore the intensity, similarities and differences in the perception of China’s tourist destinations’ personality in different Southeast Asian countries. The results show that: the perception intensity of China’s tourist destination’s personality dimensions in Southeast Asian countries are ability, sincerity, charm, friendliness and chivalry in order; there are differences in the perception of personality dimensions of China tourist destinations among these countries. Among them, people in Vietnam and Myanmar generally have a positive perception, which is “friendly”, “charming”, “chivalrous” and “gentle”. The perception in Laos is relatively negative, and the perception dimension is “spontaneity” and “ego”. Therefore, it is suggested that China should strengthen cultural exchanges with Southeast Asian countries, distinguish people’s perceptual personality in different countries, further strengthen the positive personality perception, and adjust and optimize the publicity strategy for countries with negative personality perception.