家庭生命周期对旅游者行为的影响研究

A STUDY ON THE INFLUENCE OF FAMILY LIFE CYCLE ON TOURIST BEHAVIORS

揭示家庭生命周期对旅游者行为的影响可以为家庭旅游精准营销提供依据。将城镇居民的家庭生命周期分为筑巢期、满巢Ⅰ期、满巢Ⅱ期、空巢期4个阶段,探究家庭生命周期对其旅游行为的影响,发现:(1)家庭生命周期影响旅游者的目的地选择行为,不同家庭生命周期旅游者的景区到访率距离衰减速率不同;(2)家庭生命周期影响旅游者的旅游活动类型偏好,满巢期旅游者偏好的旅游活动类型相对较多;(3)家庭生命周期影响旅游者交通方式选择行为,满巢期旅游者多选择自驾和飞机出游,筑巢期和空巢期旅游者多选择火车出游;(4)家庭生命周期可作为家庭旅游市场的细分变量,家庭旅游市场可据此分为筑巢期、满巢期、空巢期三个细分市场。

Revealing the impact of family life cycle on tourist behaviors can provide a basis for precision marketing of family tourism.Taking Beijing,Shanghai,Xi’an,Chengdu as examples,the family life cycle is divided into nesting period(married without children),full nest-period(married children under 5 years old),full nest-period(married children 6 to 18 years old),empty nest period(married children over 19 years old),based on 2386 questionnaires,using the nonparametric test and IDW spatial interpolation method,to explore the impact of family life cycle on tourist behaviors,the study found that:1) Family life cycle affects tourists’ choice of tourism destination.The visiting frequent of different family life cycles tourists have different distance decay rates of target scenic spots.Tourists in empty nest period have more slower decay rate than tourists in full nest period and nesting period.2) Family life cycle affects tourists’ tourism activity type preferences.Tourists in nesting period prefer to the camping and adventure tourism activities,tourists in full nest period prefer to the natural scenery,theme parks and vacation tourism activities,and tourists in empty nest period prefer to the rural vacation and visiting museum tourism activities.3) Family life cycle affects tourists’ choice of transportation mode.The proportion of tourists in the full nest period choosing self-driving and airplane travel is more higher than the others,while the proportion of tourists in the nesting period and empty nest period choosing train travel is more higher than the others.4) Family life cycle can be used for the family tourism market segmentation.According to the family life cycle,the family tourism market can be divided into three segments:Nesting period market,full nest period market and empty nest period market.