不同特质银发族旅游目的地选择影响因素差异  

A study on tourism destination choice influencing factors of different personality seniors

作　　者：马桂顺[1,2] 龙江智[1,2] 李恒云[1] 

机构地区：[1]东北财经大学旅游与酒店管理学院,大连116025 [2]中国旅游研究院基础理论研究基地,大连116025

出　　处：《地理研究》2012年第12期2185-2196,共12页Geographical Research

基　　金：教育部人文社会科学研究基金项目(09YJCZH011)

摘　　要：鉴于学界对银发族旅游目的地选择行为及其影响因素的关注还不够,于2010年6月通过在组团出游的老年旅游者中共发放问卷200份,有效回收178份,在此基础上基于市场细分理论对银发族的旅游目的地选择行为进行了较为系统的研究。得出如下结论:(1)总体而言,旅游目的地治安状况、资源和环境、目的地可进入性是最重要的影响因子,其它因素的影响有限;(2)根据旅游特质因子,可将银发族旅游市场分成了三个细分市场,即:大众型,经验型和品质型银发旅游者;(3)不同旅游特质细分市场的银发旅游者在旅游目的地选择行为和人口统计特征上存在显著分异现象。Based on 200 questionnaires to senior tourists from July to September by way of travelling with group, and 178 of them gathered were valid ,this paper conducted a more systematic research of different segmentation seniors＇ tourism destination choice behavior. The results are shown as follows. （1） Generally, tourism destination＇s security, resources and environment, transporta- tion accessibility are the most important factors that affect the seniors＂ tourism destination choice, while other factors have limited influences. （2） Based on three factors of the tourist personality, we use cluster analysis to divide the whole senior tourist market into three dusters, namely the mass-type senior tourists, experience-type senior tourists and quality-type senior tourists. The segmentation of mass- type senior tourists has the lowest tourism motivation and interests, dislikes the adventur- ous and exciting tourism activities, and has lower request on food and accommodation dur- ing the travel. The segmentation of experience-type senior tourists, which has the stron- gest tourism motivation, is interested in most tourism landscapes including the exciting and adventurous activities. The segmentation of quality-type senior tourists, which has the highest request on the food and accommodation during the travel, is also interested in most tourism landscapes and activities. （3） The three senior tourist segmentations have significant differences in the tourist destination choice influencing factors. In terms of ＂destination security and accessibility＂, which are the fundamental factors for the destination choice, quality-type senior tourists put more emphasis on them than the mass-type ones; in terms of ＂attitude and friendliness of the locals, destination＇s medical situation, destination＇s environment, climate and weather＂, the mass-type senior tourists put less consideration than the others; in terms of ＂destination＇s culture and customs＂, experience-type senior tourists put more considerat

关 键 词：银发族 旅游目的地 选择 影响因素 

分 类 号：F592[经济管理—旅游管理] F224[经济管理—产业经济]