旅游目的地选择的学历群体差异——以北京、西安、武汉城市居民为例  

Discrepancy of destination choice among different educated groups:case study of urban residents in Beijing,Xi’an and Wuhan cities

作　　者：罗维 吴晋峰 白倩文 吴宝清 石晓腾 张甜歌 LUO Wei;WU Jinfeng;BAI Qianwen;WU Baoqing;SHI Xiaoteng;ZHANG Tiange(School of Geography and Tourism,Shaanxi Normal University,Xi'an 710119,China;Shaanxi Provincial Key Laboratory of Tourism Information Science,Xi'an 710119,China)

机构地区：[1]陕西师范大学地理科学与旅游学院,西安710119 [2]陕西省旅游信息科学重点实验室,西安710119

出　　处：《干旱区资源与环境》2020年第10期201-208,共8页Journal of Arid Land Resources and Environment

基　　金：国家自然科学基金项目(41671135)资助。

摘　　要：对比研究不同学历群体旅游目的地选择行为,不仅能进一步明确目的地选择与学历之间的关系,而且能为destination management organizations(DMOs)提供更可靠的市场营销依据。基于3880份调查问卷,应用K-W检验和IDW空间插值,以到访率为基本依据,对比了不同学历群体的旅游目的地选择结果后发现:1)学历越高的群体,出游能力越强。对于同一目标景区,学历越高的群体,到访率越高。2)到访率随出游距离的增加呈e指数衰减,但不同学历群体到访率距离衰减速率不同。高学历群体衰减速率最小,低学历群体衰减速率最大。3)同一客源城市的不同学历群体,高到访率空间大小不同。学历越高的群体,高到访率空间越大。4)不同学历群体对不同类型景区存在偏好差异,高学历群体更偏好人文类景区。Comparing the destination choices of different educated groups,can not only enrich the research of the destination choice and clarify the relationship between destination choice and education,but also provide a more reliable market segmentation and marketing basis for destination management organizations(DMOs).Based on 3880 questionnaires,taking Beijing,Xi’an and Wuhan urban residents as examples,this study analyzed the differences on the destination choice for different educated groups.The main conclusions are:Firstly,for the same target scenic spot,the visiting frequency of higher educated group is the highest,medium educated group is the middle,and lower educated group is the lowest.Secondly,the distance decay fitting curve equation of different educated groups are all exponential,but the decay rates are different.Higher educated group is the smallest,lower educated group is largest,and medium educated group is fall in between.Thirdly,the high visiting frequency space of different educated groups is different.Higher educated group is mainly distributed in the travel radius of 1000 km,but the medium and lower educated groups are both within 500 km of travel radius.Fourthly,the tourists’preference to the natural scenic spots is similar for different educated groups,but is not similar to the humanities scenic spots.Compared to the medium and lower educated group,the higher educated group prefers the humanities scenic spots.

关 键 词：目的地选择 到访率 群体差异 学历群体 

分 类 号：F590[经济管理—旅游管理]