Study On The Destination Perception Differences Of Intercultural Tourists

Nowadays intercultural tourism has become a development trend intourism domain. The interaction between locals and tourists is graduallyincreasing. Though intercultural tourism has brought huge benefits fortourism, it also causes some problems. Cultural differences have generatedinconvenience or even obstacles for the interaction between locals andtourists. For many reasons, for instance, cultural differences, have led somedifferences between destination perceptive before travelling and destinationperceptive after travelling. These differences will influence tourists’attitudes and behaviors, and then relate to declinational image and thecommunication between tourist generating and destination countries.This thesis bases the theories, such as symbol interaction, interactionhypothesis, structural functionalism and arranges the literatures aboutintercultural tourism and tourism destination perception. It redefines“intercultural tourism”,“tourism destination perception” and “perceptiondifferences of tourism destination”, and theoretically researches the factorsand results of the perception discrepancy, and the formation mechanism ofthe perception differences of tourism destination. Then this thesisempirically studies the destination perception variations of the Chinesetourists traveling in Thailand with the methods of field investigation andstatistical analysis. And at last, it analyzes the factors and results ofperception variations. The conclusions are as the followings:(1)The perception variations of the Chinese tourists traveling inThailand lied “better than that of before travelling” and “much better thanthat of before travelling”. There exists some differences between destinationperception before travelling and destination perception after travelling;Among that, the perception differences of destination resources is the most obvious.(2)The reasons of destination perception differences of Chinese touriststraveling in Thailand include demographic factors, tourist motivation, travelmode, the channels of obtaining information, social communication andcultural differences and so on.(3)Destination perception differences influence the subsequent attritionto tourism, the revisit aspiration after travel and recommendation aspiration,which also have a positively correlated relationship with the differences.In order to make the destination perception develop positively andimprove the tourist satisfaction and loyalty, strengthen tourism destinationimage and the communication and cooperation between tourist generatingand destination countries. This thesis puts forward some suggestions ofexpanding the positive influence of intercultural tourism. Tourists shouldlearn the information of destination country from various channels; choosethe way of travelling of which they are fond; improve the awareness ofcross-culture; learn to subjective to adjustment and friendly communicatewith local residents. Destination country should apply intercultural concernsfor intercultural tourists; improve the tourism enterprise employees’ abilityof intercultural communication; upgrade the quality of tourist services; thensafeguard social stability. The tourists generating country should strengthenthe intercultural education of citizens; objectively propagandize thedestination country and enhance the integrity of the travel agent service.