客观地呈现中国消费者在全球旅游市场中的特性及形象

本文在对一位西方学者的新书进行简单评论的基础上,指出了对中国旅游消费者,尤其是中国出境游客进行研究的紧迫性和必要性.在这本出版于2006年的新书中,中国旅游者被描述成一个被动、无知的群体,而且这个群体在文化上受中国政府左右,缺少像西方游客一般的行为准则,缺乏欣赏西方景观的能力.该书集中代表了西方国家中对中国旅游业及中国旅游者普遍存在的偏见,以及对迅速发展的中国出境游的否定和不安.本文指出,作为扎根于这一崭新的消费群体的中国旅游研究者,是有责任而且有自身的优势向全世界客观地呈现中国旅游消费者的特征和形象的.为此,本文建议对3个迫在眉睫的研究课题,即对中国旅游者的出游动机、中国旅游者的组成成分及中国出境游客的需求进行多方位高层次的分析和研究.

Toward a Deserved Image and Identity of the Chinese Consumers in the Global Marketplace of Tourism

This article aims to draw an urgent attention to the critical need for the study of Chinese consumers in the global tourism marketplace.Through a concise review of a 2006 book written by a western scholar,this paper highlights the prevalent bias of westerners' view towards China's tourism and Chinese tourists.Describing the Chinese as passive tourists who are constructed by the Chinese state,inferior to their western counterparts,and ignorant of the western landscape,the book represents the western denial of the sudden rise of the Chinese outlound travel.To present to the world the deserved identity and image of the Chinese tourists,this article recommends an urgent research agenda that consists of cutting-edge studies of why the Chinese travel,who they are,and what they desire of an international travel experience.The important role and responsibility of the Chinese researchers imbedded in the Chinese tourists are emphasized.