广州市居民的出境旅游行为

A study on tourist behavior of outbound travel for Guangzhou resident

20 0 1年 10月到 2 0 0 2年 1月对广州市 70 2名市民进行了抽样调查 ,在此基础上结合广州市旅行社的出境游资料对广州市居民的出境游时间变化、出游目的、出游组织方式和目的地选择行为进行了详细分析 ,探讨了广州市民民的出境旅游行为特征。

Based on a sample survey of 702 Guangzhou residents from October 2001 to January 2002, and outbound travel data collected from Guangzhou Travel Agencies, the author analyzes the tourist behavior of outbound travel for Guangzhou residents in different aspects such as time variation, tourism purpose, organizing styles, destination choice behavior in the paper. Finally, the author sums up the following rules of tourist behavior of outbound travel for Guangzhou residents. Outbound travel will become a hotspot for Guangzhou residents as the total number of Guangzhou outbound visitors has been rising quickly. The main market of outbound travel for Guangzhou residents is distributed in Hong Kong SAR and Macao SAR, the main markets of travel abroad in Guangzhou are distributed in the Southeast Asian countries, South Korea and Japan, indicating the number of the travelers is declining as the distance becomes longer.Some 53% of Guangzhou residents choose to travel within a distance less than 300 km and 87% within a distance less than 2500 km from Guangzhou. The first tourism purpose of Guangzhou residents for outbound travel is sightseeing, but the second tourism purpose to Hong Kong SAR, Macao SAR and Taiwan is visiting relatives and friends there, which is obviously different from traveling to foreign countries, while traveling to foreign countries is for vacation and recreation purpose. The tourism organizing mode of Guangzhou residents to Hong Kong SAR, Macao SAR and Taiwan is different from to foreign countries. The main organizing mode to Hong Kong SAR, Macao SAR and Taiwan is by themselves, the second mode is by travel agencies, but the main tourism organizing mode to foreign countries is by travel agencies, the second mode is by themselves. Other tourism organizing mode of Guangzhou residents for outbound travel is not obviously different. There was a distinguished difference between destination choice behavior and attitude for Guangzhou residents. The destination choice attitude is higher than the destination choice behavior except traveling to some Southeast Asian countries. According to the visited-rate of Guangzhou residents, the top eight regions and countries are Hong Kong SAR(39%), Macao SAR(21.1%), Thailand(17.5%), Singapore(10.8%), Malaysia (8.7%), United States of America (5.4%), Vietnam (4.6%) and Japan (3.8%) and The top eight countries for expecting visited-rate of Guangzhou residents is France (22.5%), United States of America (21.8%), Australia (19.9%), Japan (16.8%), Singapore (12.1%),United Kingdom(11%), Canada (8.5%) and Thailand(7.3%).