基于实验人文地理学的北京居民边境旅游城市选择行为及其营销路径分析  

Border tourism city selection by Beijing residents and marketing pathways based on experimental human geography

作　　者：唐承财[1,2] 赵宗茜 刘晗[1] 周韶睿 

机构地区：[1]北京第二外国语学院旅游管理学院,北京100024 [2]中国科学院地理科学与资源研究所,北京100101

出　　处：《资源科学》2016年第7期1297-1307,共11页Resources Science

基　　金：教育部人文社会科学研究青年基金项目(13YJC630144);北京市教育委员会2013年度创新能力提升计划项目(人文社科艺术类TJSHS201310031011);北京市教育委员会面上项目(SQSM201410031004)

摘　　要：基于旅游目的地选择理论、实验经济学和计算机实验人文地理学的理论方法,运用PPT情景模拟、个性化订制、深度访谈的方法,让游客根据自己的意愿对边境旅游要素进行线路组合,从性别、职业收入、年龄三种属性分析北京居民对丹东、喀什、满洲里、崇左、西双版纳这五个边境旅游城市的选择行为,找出影响北京不同属性的居民选择边境城市旅游的重要因素。研究表明:性别、职业收入、年龄三种不同因素均影响北京居民对中国边境旅游城市各类旅游要素的选择行为。基于上述分析结果,从个性化订制式入手分析边境旅游营销路径,然后分别以不同性别、不同职业收入、不同年龄的旅游者为三个目标,分析中国边境城市旅游市场营销路径。Due to the special border location,natural landscape,atmosphere,and a variety of cultural integration,China＇s borders are a strong attraction for tourists. Border tourism has become a major component of China＇s tourism market. Beijing is one of the three traditional tourist origins with strong residential travel capacity. Based on tourism destination choice theory,experimental economics,human geography,PPT scene simulation,personalized custom and depth interview methods we let visitors make combinations of border tourism elements according to willingness and determined the factors affecting border city tourism. The border areas included Dandong,Kashi,Manzhouli,Chongzuo and Xishuangbanna. We found that 38.71% of respondents selected the China- Myanmar bilateral cooperation tourism circle with Xishuangbanna at its core,and 22.58% chose the China- Vietnam bilateral cooperation tourism circle（e.g. Chongzuo）. A rich variety of natural ecological landscapes and cultures are the most attractive resources of border cities,and sample percentages are respectively up 51.61% and 41.94%. Sex,occupational income and age all affected the border tourism choices. Beginning with personalized customization and targeting of gender,occupational income and age,we analyze some useful tourism marketing pathways for border city tourism. These results will enrich the theory of border city tourism and destination selection method systems,and provide scientific guidance when marketing China＇s border cities.

关 键 词：实验经济学 实验人文地理学 边境旅游城市 市场营销 旅游者行为 旅游目的地选择 北京居民 

分 类 号：F592.7[经济管理—旅游管理]