北京市民反向旅游现象研究

Study on “Reverse Travel Phenomenon” of Beijing Residents

越是城里人越喜欢到乡下旅游,越是文化人越对自然风光一往情深,旅游也遵循利益极大化规律。文章以反向旅游理论为指导,以北京市民调查结果为依据,系统论证了“城→乡”、“文化→自然”反向旅游现象的普遍性,考察了不同群体之间的细微差别。反向旅游普遍存在,但年龄较大、心理保守的人,反向旅游意向不如年轻、心理开放的人强烈。影响人们旅游意向的因素是多方面的,除了追求新奇以外,还要考虑经济、交通等因素。掌握反向旅游规律可以有效避免旅游景区建设的很多误区,如景区现代化、接待设施家庭化等。

Urbanites are inclined to tour the countryside while cultured people have a passion for natural scenery, which shows that tourism also follows the regulation of profit maximization. The paper, under the guidance of reverse travel theory, based on the investigation from Beijing residents, systematically demonstrates the universality of the reverse travel phenomenon： from city to countryside and from culture to nature and observes the subtle differences among various groups. Reverse travel is now prevailing, but young and open people have stronger intention of reverse travel than senior and conservative people. The factors that affect tourists＇ intention are many-sided. Except for seeking novelty, they should take into account many factors such as economy and transportation. Mastering the regulation of reverse travel can effectively avoid many misguided ideas in the construction of scenic spots, such as the modernization of scenic spots and family-oriented accommodations.