Research On Sichuan And Chongqing Residents’Tourism Image Of HongKong And Taiwan

On February1,2011, the "Contract points on organizing travel agency and local travel agency for Mainland residents to visit Hongkong " was implemented in the Mainland and HongKong simultaneously. Meanwhile, Mainland and Taiwan signed "Tourism agreement on mainland residents visiting Taiwan "in June,2008. These were favorable factors for mainland residents to visit HongKong and Taiwan. In the past few years, the market of Sichuan and Chongqing residents traveling to Hong Kong and Taiwan already has had a certain scale and shown a good prospect. Under this background, the paper took Sichuan and Chongqing residents who have certain consumption potential as research object, analysed their perceptual images from psychology, to provide some references for the development of Sichuan and Chongqing’s Hong Kong and Taiwan tourism market.On the basis of related literatures, the paper conducted a sample survey on Sichuan and Chongqing residents’perceptual images of Hong Kong and Taiwan, and used SPSS17.0to perform statistical analysis. Firstly, adopted factor-analysis to extract5factors of Hongkong tourism image, namely convenience and safety factor, quality of tourism service factor, facility factor, modernization degree factor, recreation activity factor respectively, and the last two ones were the core factors; extracted5factors of Taiwan tourism image, namely convenience factor, quality of tourism service factor, modernization degree factor, recreation activity factor, humanity and nature factor, and the last three ones were the core factors.Secondly, the paper probed into groups’differences by ANOVA, and the results were as follows:in terms of Hong Kong tourism image, the significant differences for gender were shown as recreation activity factor; the significant differences for occupation were shown as convenience and safety factor and facility factor; the significant differences for residence were shown as convenience and safety factor and modernization degree factor, etc. While in terms of Taiwan tourism image, the significant differences for gender were shown as recreation activity factor; the significant differences for occupation were shown as convenience factor and quality of tourism service factor; the significant differences for residence were shown as convenience factor and humanity and nature factor, etc. Thirdly, took multiple-regression to study the link between residents’perceptual image and tourism intention, results showed that there was a linear relationship between them, and convenience and safety factor, modernization degree factor, quality of travel service factor were the main factors affecting residents’longing for Hongkong; convenience factor, nature and humanity factor, modernization factor were the main factors affecting residents’yearning for Taiwan. Used two paired samples T test to identify the elements whose scores had significant differences, they were historical relic, scenic spot, entertainment, quality of citizens, City environment, tourism Harvest and convenience. Further, adopted correspondence-analysis to study the influence that tourism image elements having on residents’preference of Hongkong and Taiwan. Among the above8elements, in addition to quality of citizens, the others all had significant impacts on residents’tourism preference.At the end of this paper, some suggestions on the development of Sichuan and Chongqing’s HongKong and Taiwan travel market were put forward, such as strengthen propaganda to provide more real information, enhance communication and coordination to improve the convenience of residents to visit HongKong and Taiwan, consolidate their own advantages to build their own core competitiveness, deepen understanding of the tourist market to seize their needs accurately.