沪杭甬居民旅游偏好及产品开发策略

Travel Preferences of Residents in Shanghai-Hangzhou-Ningbo Area and Tourism Products Developmental Strategies

偏好是影响人们旅游决策的重要因素,了解居民偏好不仅有利于预测人们的旅游行为,而且有助于规划和营销人员开发游客喜爱的旅游产品。本文以我国主要旅游客源输出地之一的沪杭甬三地城市居民为调查对象,定量测量了居民对各项旅游因素的偏好程度,包括旅游资源、旅游目的地感觉、出游方式、信息渠道、逗留时间、消费意向、选择旅游目的地考虑因素及选择住所考虑因素,最后提出相关的旅游产品开发策略。

Travel preferences have been regarded as a critical dement in travel decision - making process. A better understanding of people＇s preferences is not only beneficial in predicting their travel behaviors, but also useful to travel planners and marketers to develop satisfying products. The author made a questionnaire survey to residents in Shanghai - Hangzhou- Ningbo area,one of the most important origins of tourist in China, and quantitatively measured the levels of the residents＇ preferences to various tourism factors including tourism resources, perceptions of destination, travel patterns, information sources, travel duration, planned expenditure, and influential factors in selecting tourism destinations and accommodations. The article ended with some suggested strategies for developing tourism products to meet the demands of this market segment.