The Motivation Of Russian University Students For Traveling To China And Their Perception Of China’s Image In The Context Of Cross-Cultural Tourism

With the continuous development of society and economy to improve of people’s living standard,more and more people choose outdoor activities such as tourism to enrich their spiritual life,and also the demand for outdoor tourism is increasing.Traveling is a way to relax,while encouraging local residents to maintain their enthusiasm for tourism,they further realize the mutual promotion relationship between culture and economy.Tourism cooperation is an important part of Sino-Russian relations,and the studying of Sino-Russian tourism exchange has played an important role in the development of China’s inbound tourism industry.But in recent years,the number of Russian tourists in China has been decreased.University students have become an important part of the tourism market,and now more and more university students take part in different tourism activities.The Russian university students outbound tourism market has a great potentiality for development in China.Therefore,the purpose of this paper is to study the motivation of Russian university students travel to China and their China image perception,so as to promote Russian university students visiting China and for the development of cultural exchanges between two countries and the cooperation in economic and cultural aspects.The main theme of this research is a motivation of Russian university students travel to China and their China image perception.Based on the questionnaire survey,we used the software of the mathematical analysis tools SPSS,Excel and other statistical analysis software.This paper analyzes the factors influencing the motivation and image perception of Russian university by using mathematical methods such as descriptive and application-oriented factor analysis method.The main conclusions are the following:1.Russian university students’ tourism outbound market is a very potential market for China.Most of the university students have positive attitude to the overall perception of China’s tourist image,and 92% of Russian university students keep a positive impression on China.None of tourists have taken a definitive negative view of China.Russian college students are full of expectations to travelling in China.Most of them have expressed their wish to visit China.This explains that China’s tourist resources can satisfy Russian university students’ needs and obtain their appreciation.2.There are two main aspects affecting Russian university students traveling to China: first are subjective factors,including gender,age,educational level,personal hobbies,cultural background,subjective intention,cultural identity and so on.Second is transportation,accommodation,catering,entertainment,shopping,social stability,information sources and other aspects.And the cultural differences,the social interaction can affect on the Russian university student’s perception of the image of China.3.Different tourist motivation is accompanied by different tourist personality,hobbies and economic strength.The biggest motivation for Russian university students to visit China is shopping;the second is sightseeing and understanding of the culture and folk customs of the tourist destination;furthermore,it is the emotional motivation.4.There are many factors that affect the impression of Russian college students on China.For example,the news that we usually read on the Internet,the impression of friends about China,and the attitude of Chinese friends towards the Russian people can become factors of consideration,and tourism is just one of them.Based on this research conclusions,we can put forward following suggestions: 1)Russian people have little information about China’s tourist attractions,so more advertising campaigns should be organized in the Russian region,2)transport links between two countries should be extended,3)the price of airline tickets between two countries should be reduced,4)Chinese educational system should prepare more Russian speaking guides,as a small percentage of Russian students can speak Chinese,etc.This paper is a beneficial attempt to study cross-cultural tourism exchange and improves the research of the content of China image perceived.