基于离散选择实验的主题公园儿童游乐项目选择行为研究  

A Study on Children’s Choice Behavior of Amusement Attrations in Theme Parks Based on Discrete Choice Experiments

作　　者：胡希 罗卉 罗永林 梁增贤[1] Hu Xi;Luo Hui;Luo Yonglin;Liang Zengxian(School of Tourism Management,Sun Yat-sen University,Zhuhai 519082,China)

机构地区：[1]中山大学旅游学院,广东珠海519082

出　　处：《旅游论坛》2025年第3期54-65,共12页Tourism Forum

基　　金：2024年度教育部人文社会科学研究规划基金项目“城市旅游拥挤的双刃剑效应与高质量目的地建设研究”(24YJA790028);广州市哲学社科规划2023年度课题“广州加快公园城市建设研究”(2023GZYB02)共同资助。

摘　　要：儿童作为主题公园的核心客户群体,其项目选择行为对优化儿童旅游体验具有重要意义。文章基于社会认知理论,采用离散选择实验法探究环境与认知因素对儿童游乐偏好的交互影响。通过对64名10~13岁的儿童进行8组情景模拟实验,获取512对有效样本,并利用条件logistic回归模型进行量化分析,研究发现:父母共同在场对儿童选择具有最强驱动效应(OR=5.102,p<0.01),卡通人物设计(OR=1.523,p<0.05)与家长安全提醒(OR=1.439,p<0.05)次之,而同龄同伴的影响未达显著水平(p=0.061)。在方法论上,文章首次将离散选择实验引入儿童旅游研究,有效解析了多属性决策中的权衡机制;在理论上,文章证实了亲子互动相较同伴影响在儿童娱乐选择中的主导作用;在实践上,文章提出了三大优化策略:设计亲子共游设施强化家庭情感联结;运用卡通IP激发视觉沉浸体验;通过儿童叙事语言嵌入安全提示信息。研究揭示了儿童在多重游乐选项中的权衡机制,为学术界理解儿童非理性决策特征提供了理论依据,同时为主题公园设计亲子友好型项目、优化卡通IP布局及提高项目安全性提供了参考。Understanding children’s decision-making mechanisms in theme parks is critical for enhancing family tourism experiences and optimizing destination management strategies.Grounded in social cognitive theory,this study employs discrete choice experiments to investigate the interactive effects of environmental and cognitive factors on children’s entertainment preferences.A total of 512 valid samples were collected through scenario-based simulations involving 64 children aged 6~13.Quantitative analysis using conditional logistic regression model revealed the following findings:Parental co-presence exerted the strongest positive effect on children’s choices(OR=5.102,p<0.01),followed by cartoon character design(OR=1.523,p<0.05)and parental safety alerts(OR=1.439,p<0.05),whereas the influence of peer presence was not statistically significant(p=0.061).Methodologically,this research pioneers the application of DCE in children’s tourism research,effectively dissecting trade-off mechanisms in multi-attribute decision-making.Theoretically,it demonstrates the dominance of parent-child interaction in children’s entertainment choices.Practically,the findings propose three evidence-based optimization strategies:Designing parent-child co-participation facilities to strengthen family bonding;Leveraging cartoon IPs to enhance visual immersion experiences;Embedding safety prompts through child-centric narrative language.The study reveals the trade-off mechanisms in children’s decision-making across multi-attribute recreational options,providing a theoretical foundation for academic understanding of their irrational decision-making characteristics,while offering empirical support for designing family-friendly attractions,optimizing cartoon IP integration strategies,and enhancing safety protocols in child-oriented theme parks.

关 键 词：儿童旅游 离散选择实验 主题公园 社会认知理论 

分 类 号：F590.7[经济管理—旅游管理]