上海居民对上海世博会旅游期望的实证研究

A Positive Study on the Residents’Tourism Expectation of Shanghai EXPO

大型事件举办地居民对即将举行的事件活动的态度、认识和期望等对事件旅游的成功举办有着重要的指导作用。本研究以2010上海世博会为主题,以上海当地居民为调查对象,分析了上海居民对2010年世博会的旅游期望以及旅游期望和参与世博会积极性之间的内在关系。结果显示:因子分析法萃取出上海居民对2010年上海世博会旅游期望因子为5项(基础设施环境因子、态度肯定性因子、社会现象因子、经济因子和物价与房地产因子);上海当地居民的社会人口结构特征中除性别外,其年龄、学历、婚姻状况、职业等变量均同其旅游期望的5个因子存在显著性的差异;多重回归分析检验出上海市民对2010年世博会旅游期望和参与积极性之间存在正相关关系。

The attitude,cognition and expectation of residents in certain eventholding destination play a significant role to the success of this mega-event.This research analyzed the expectation of Shanghai residents,as well as the interdependent relationship between residents’expectation and 2010 Shanghai EXPO focusing on 2010 Shanghai EXPO.This study revealed that factor analysis selected 5 tourism expectation factors （infrastructural environmental factor;positive attitude;social phenomenal;economic and price real estate） .Among Shanghai residents’demographic characteristics,except gender,the other demographic variables like age,educational level,marital level and profession all have obvious differences with the 5 expectation factors.multi-regression analysis also revealed that Shanghai residents’expectation has a positive correlation with the active participating attitudes.In the end the insufficiency of this study is put forward and recommendations on the future study are also given.