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Chinese Outbound Tourists' Destination Image of America: Part Ⅰ

机译：美国的中国出境游客目的地形象：第一部分

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摘要

This study was designed to obtain a collective mental picture of the United States as a travel destination among Chinese long-haul outbound travelers. In addition to identifying major features and components of the America travel brand, the authors also attempted to map the links and associations among various image components and sketch an associative network. Findings of this study revealed that overall, Chinese outbound tourists' perceptions of America are highly urban, featuring advanced economic development, an open and democratic system, high technology, and big cities. Most American destinations and attractions Chinese tourists can think of are located on the East and West coasts. By analyzing the data from multiple perspectives and using various tools, the authors also hope to contribute some methodological insights on how to make sense of a large amount of categorical image data.
机译：这项研究旨在获得有关美国作为中国长途出境旅客旅行目的地的集体心理印象。除了确定America Travel品牌的主要特征和组成部分之外，作者还尝试绘制各种图像组成部分之间的链接和关联，并绘制一个关联网络。这项研究的结果表明，总体而言，中国出境游客对美国的看法是高度城市化的，具有先进的经济发展，开放和民主的体制，高科技和大城市。美国游客可以想到的大多数美国目的地和景点都位于东西海岸。通过从多个角度分析数据并使用各种工具，作者还希望对如何理解大量分类图像数据提供一些方法上的见解。

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