上海市邮轮旅游者行为特征及影响因素实证研究  

An Empirical Study on Behavior Characteristics and Influencing Factors of Cruise Tourists in Shanghai

作　　者：黄海明 刘依阳 尹卫华[3] HUANG Haiming;LIU Yiyang;YIN Weihua(College of Economies and Management,Shanghai Ocean University,Shanghai 201306.China;Institute of Marine Science,Shanghai Ocean University,Shanghai 201306,China;College of Business,Shanghai Jianqiao College,Shanghai 201306,China)

机构地区：[1]上海海洋大学经济管理学院,上海201306 [2]上海海洋大学海洋科学研究院,上海201306 [3]上海建桥学院商学院,上海201306

出　　处：《海洋经济》2020年第4期49-57,共9页Marine Economy

基　　金：上海海洋大学海洋科学研究院开放课题[A1-2006-00-601604]。

摘　　要：基于"推-拉"理论,对上海吴淞口邮轮旅游者进行实地问卷调研,并结合SPSS软件、因子分析、皮尔逊相关性分析等方法,对吴淞口邮轮旅游者行为特征及影响因素进行分析。研究表明:(1)邮轮旅游更受女性消费者青睐。(2)高学历中青年企事业人员因工作与生活压力大、观念和视野更开放,喜欢探索新事物,更倾向选择邮轮旅游。(3)邮轮旅游已趋于平民化,邮轮公司应注重开发高性价比产品,兼顾平民消费与高端消费需求。(4)邮轮旅游者的主要推力因素为"求知交流""休闲放松"及"体验社交"。(5)邮轮旅游的主要拉力因素为"娱乐与服务""邮轮的硬件设施"和"性价比与交通"。其中"娱乐与服务"是邮轮旅游的核心竞争力。(6)旅游动机(推)和邮轮目的地属性(拉)存在相互依赖刺激关系,营销商应充分利用好旅游动机和目的地拉力因素关系,实现邮轮旅游的最佳经济与社会效益。Based on the theory of "push-pull", a field questionnaire survey was conducted on the cruise tourists in Wusongkou, Shanghai. Combined with SPSS software,factor analysis, Pearson correlation analysis and other methods, behavioral characteristics and influencing factors of the cruise tourists in Wusongkou were analyzed. Research shows that:(1) Cruise travel is more favored by female consumers.(2) Due to the high pressure in work and life, young and middle-aged personnel from enterprise and institutions with higher education of background are more open in concept and vision, like to explore new things, and are more inclined to choose cruise travel.(3) As cruise travel has become more civilian, cruise companies should focus on developing cost-effective products and take into account both civilian consumption and high-end consumption needs.(4) The main thrust factors of cruise tourists are " seeking knowledge and communication ", " relaxing" and "experiencing social contact".(5) The main pull factors of cruise travel are "entertainment and service", "hardware facilities of cruise" and "cost performance and transportation" in which "entertainment and service" is the core competitiveness of cruise tourism.( 6) Tourism motivation( push) and cruise destination attribute( pull) are interdependent and mutually stimulating. Salesmen should make full use of the relationship between tourism motivation and destination pull factor to achieve the best economic and social benefits of cruise tourism.

关 键 词：邮轮旅游 行为特征 因子分析 推-拉理论展 

分 类 号：F522.3[经济管理—产业经济]