基于Logistic模型的游客酒文化旅游意愿分析——以宜宾五粮液酒文化旅游为例  

Analysis of Tourists' Liquor Culture-oriented Tourism Willingness Based on Logistic Model——A Case Study on Wuliangye Culture-oriented Tourism

作　　者：解巍[1] 

机构地区：[1]宜宾学院经济与管理学院,四川宜宾644000

出　　处：《酿酒科技》2015年第12期127-129,共3页Liquor-Making Science & Technology

基　　金：四川省社科联基金项目"四川酒文化旅游感知形象测量;评价及改进措施--以中国酒都宜宾为例";编号SC14E100

摘　　要：根据对到访宜宾的游客参与五粮液酒文化旅游意愿的调查数据,运用Logistic模型对影响游客参与意愿的影响因子进行定量分析。结果表明,游客的年龄、客源地、游客以前是否喝过五粮液酒或五粮液酒厂生产的其他酒以及游客是否认同酒文化是我国传统文化的重要组成这4个因素对游客参与五粮液酒文化旅游的意愿有显著影响。针对这些影响因素,提出了加强白酒文化营销的年轻时尚元素,将酒文化与地方旅游资源进行整合,促进酒产业与酒文化旅游产业互动以及塑造与时俱进、有吸引力的酒文化等建议。This paper endeavors to explore the factors influencing tourists＇ willingness to participate in Wuliangye culture-oriented tourism.Based on the survey and questionnaires, Logistic model was applied for quantitative analysis. The results indicated that, the main factors influencing tourists＇ willingness to liquor culture-oriented tourism included tourist age, tourist source, whether tourist drank Wuliangye before, and whether tourist accepted that liquor culture is an important part of Chinese culture. In view of these factors, some advice were proposed as follows： strengthening fashion elements in liquor cultural marketing, integrating liquor culture with local tourism resources, promoting the interaction between liquor-making industry and liquor culture-oriented tourism industry, and creating more attractive liquor culture etc.

关 键 词：酒文化旅游 意愿 影响因素 LOGISTIC模型 五粮液 

分 类 号：F592.7[经济管理—旅游管理] TS971[经济管理—产业经济]