Impacts of Cultural Distances on Tokyo Destination Image: Exploring from Chinese Regions Travel Blogs

[[abstract]]在華人地區之中國大陸、台灣和香港，分別與日本有著複雜的歷史脈絡關係，對於日本的印象和想法亦產生差異性。本研究欲分析出台灣、中國大陸及香港遊客，前往日本東京從事旅遊時，各自所產生的旅遊地之意象內容；並且採用管理學中「文化距離」的概念，進一步分析不同華人地區與日本文化距離的遠近，對於東京旅遊地意象所產生的關聯和影響，並了解客源地與旅遊地之間的文化歷史關係，如何影響遊客對於旅遊地的印象與覺知。 本研究採用內容分析法，分析遊客之旅遊部落格文本，檢視出遊客對於旅遊地意象的內容；另外採用文化距離計算公式，以評估出兩國之間的文化距離遠近程度；最後再將文化距離遠近之結果與旅遊地意象內容相互做比較找出關聯性。 研究結果顯示，不同華人地區遊客到日本旅遊時，對於東京的食、住、行、遊、購、娛等旅遊體驗之印象確實有所差異；而華人地區與日本文化距離的遠近程度，也會影響到華人遊客對於東京旅遊體驗時產生既有的意象及覺知。 由於台灣過去受到日本殖民統治，相較其他華人地區遊客對於東京會抱持較為親切熟悉的態度；中國大陸遊客則是相對抱持些許負面的態度；香港在歷史上與日本沒有太多的交集，因此對於東京沒有太多正負面評價。本研究結果也提供觀光公部門及業者從事跨國界的旅遊地行銷時，能考量到兩國之間過去的文化歷史情懷，以規劃出合適的旅遊地意象行銷宣傳方式。[[abstract]]Mainland China, Taiwan and Hong Kong are Asian countries that have complex historical context relationships with Japan. There are divergences in their impressions and thoughts about Japan. This study is to analyze the image details of tourists from Mainland China, Taiwan and Hong Kong when they travel and tour Tokyo, Japan. This study applied the concept of “Cultural Distance” from management studies to further analyze and measure the differences in cultural distance of these Asian regions toward Japan, the correlations and effects of the tourists’ images when they toured Japan, and to study the culture history between the tourism-generating regions and the tour destination in order to understand the impacts they made on the tourists’ impressions and awareness of the tour destination. This study utilized content analysis to analyze the travel site blog contents of the tourists, inspecting the imagery contents of these tourists towards their tour destination, also, using the calculating equation of cultural distance to evaluate the degree of cultural distance between the two countries; finally, applying the result from the cultural distance and the imagery contents of the tour destination to make a mutual comparison in order to find out their correlation. The results show that the tourists from different Asian regions, when they toured Japan, show significant differences in their impressions of their touring experiences in Tokyo concerning dining, accommodation, traveling, sightseeing, purchasing and entertainment. The degree of cultural distances between these Asian regions and Japan prove that there is an impact on their existing impressions and aware nesses when these Asian tourists visit Japan. As Taiwan was affected in the past by the Japanese colonial period, when compared to other Asian regions, Taiwan tourists presented a more genial and friendly attitude towards Japan. In contrast, tourist from Mainland China showed a more negative attitude; there is not much correlation in history between Hong Kong and Japan, thus there is not much positive or negative evaluation towards Japan. The results provide the tourism department and any other cross-border traveling businesses as a guide when they are working on marketing-planning, to consider the past cultural history between two countries in order to strategize the most effective tour imagery marketing propagandizing method.[[note]]碩