基于群体心理特征的老年旅游产品谱系构建——以关中地区为例

TOURISM PRODUCT SPECTRUM ORIENTED TO ELDERLY GROUP BASED ON PSYCHOLOGICAL ANALYSIS ——A case study of Guan-zhong area(center area of Shannxi province)

将心理特征分析引入旅游产品谱系构建当中,是旅游产品开发市场导向型下人本主义思想的体现。本文从感知、情感和情绪、意志和兴趣等方面对老年心理特征进行分析的基础上,从基本层次、提高层次和专门层次的三维视角概括老年群体旅游动机,并从安全性、体验性和参与性三方面总结该群体的旅游偏好。针对旅游动机,结合旅游偏好设计了相应的旅游产品系列,并对每个系列具体旅游产品类型进行选择,得到面向老年群体的旅游产品谱系。以关中地区老年旅游市场为例,通过问题的分析,运用所构建的老年旅游产品谱系对该地区旅游产品深层开发和拓展提出建议。

Tourism product exploitation has changed from resource-oriented to market-oriented. Psychogenetic affect, one of the most important factors influenced market demanding should be considered in tourism product desiring. According to the thought of humanism, psychological characteristics should undoubtedly be analyzed before constructing tourism product spectrum of a given group. This paper firstly depicted psychological characters of elderly people from aspects of apperceive, affection, emotion, will and interest. Tourism motivations of old adults are classified into three hierarchies： dismiss loneliness is a basic motivation of this group; make up for regret and seek pleasure are two enhanced motivation; recuperation and trace one＇ s histories are specialized motivation. Tourism preference of old adults is analyzed from aspects of safety perception, experience and participation. It is suggested that elderly people prefer to visit matured resorts, which have less requirement for physical strength and at same time can enrich their spirit experience. Model of product combination based on psychological analysis is established. Accordhag to this model, tourism products series are constructed to match the motivation, and types of tourism product are selected upon consideration of tourism preference. Spectrum of tourism products oriented to elderly group is applied to develop tourism of Guan-zhong area. It is always said that products of this area are lack ofparticipancy; however, this disadvantage is just propitious to develop tourism market of old adults. Based on market analysis, it is proved that the elderly group takes large share of Guan-zhong tourism market. Nevertheless, products supplied in this area can＇t meet market demanding. Refer to spectrum established upon psychological analysis, five measures were taken to solve this problem.