中国入境旅游客源的文化分析

从文化学角度分析指出中国入境旅游客源市场呈现出随文化距离的增大而递减的总体特征;港澳台同胞、外国游客因文化背景的差异及其与中国内地文化关系的不同,在旅游需求结构上表现出“同中求异”与“异中求同”的文化特征。指出旅游市场细分和选择、旅游产品开发要以文化及其保护为基点,注意分销渠道的文化选择,以文化为媒进行宣传促销。

A Cultural Analysis of the Inbound Travelers in China

This paper analyzes the inbound travelers in China and points out that the more differences in cultures, the smaller the inbound tourism market is. The needs of the travelers from other countries as well as from Hongkong, Macao and Taiwan are more or less different from those of the inlanders. This paper argues that different marketing channels should be employed for different cultural groups on the basis of the classification of tourism markets, the development of tourist products, and the protection of local cultures.