Abstract: Based on a brief analysis on current status of honeymoon travel development in China, the authors choose online travelogues as a data base to conduct a content analysis to define the most important determinants which influence peoples’ destination choice after their wedding ceremonies, and an indicator system for honeymoon destination assessment for consumers’ concerns. The authors then apply this framework to rank the most welcomed honeymoon destinations in the world according to China’s market preferences and their online travelogues. The result provides a potential benefit for both the destination image positioning and consumers’ rational site selection during their travel decision making.

Key words: honeymoon trip, destination choice, content analysis, multi-dimension analysis

摘要： 在分析蜜月旅游现状基础上, 收集蜜月旅游网络游记数据, 利用内容分析法考察消费者选择蜜月旅游目的地过程中的主要影响因素, 确定若干个理想目的地的主要指标, 并由此构建一套蜜月目的地选择的评价指标体系。应用该指标体系, 利用基于网络的目的地属性及消费者评价内容分析, 得出对于中国客源市场的全球蜜月旅游目的地竞争力排名, 为目的地形象定位及消费者合理选择提供科学依据。

关键词: 蜜月旅游, 目的地选择, 内容分析法, 多维尺度分析