青岛市居民邮轮旅游认知及消费意愿研究  

A Study on Residents' Cognition and Consuming Intention about Cruise Tourism in Qingdao

作　　者：高洪云[1] 张言庆[1] 谭晓楠 

机构地区：[1]青岛大学旅游学院,山东青岛266071

出　　处：《青岛职业技术学院学报》2016年第1期13-16,共4页Journal of Qingdao Technical College

基　　金：国家社科基金项目(11CGL052);国家旅游局旅游业青年专家培养计划(TYETP201430)

摘　　要：通过问卷调查法对青岛市居民的邮轮旅游认知与消费意愿情况进行调查,并采用SPSS分析软件对调研数据进行系统分析,研究发现青岛市居民对邮轮旅游的旅游方式认知度较低,但表现出积极的消费意愿,价格偏高是阻碍青岛市居民参加邮轮旅游的主要因素。通过方差分析发现,不同人口统计特征的青岛市居民在邮轮旅游消费感知方面存在显著差异,可以为针对青岛邮轮港口市场腹地的营销活动提供有益的信息参考。In this paper,aquestionnaire survey was conducted to investigate the cognition and consuming intention about cruise tourism in Qingdao,and the SPSS analysis software was used to analyze the data.The study found that people in Qingdao were not familiar with the cruise tourism,but expressed a positive consumption intention,while the high price was the main factor that hindered the Qingdao residents to take part in the cruise tourism.By variance analysis,it is found that different demographic characteristics of Qingdao residents have significant differences in the perception of cruise tourism consumption,and this also provides a useful reference for the marketing activities of the hinterland of the port of Qingdao.

关 键 词：邮轮旅游 邮轮旅游市场 邮轮旅游产品 

分 类 号：F590.7[经济管理—旅游管理]