旅游地游客实地行为的历时变化及其群体差异研究——以厦门为例

Longitudinal Changes of Tourists' On-site Behaviors and Their Group Differences——A case study of Xiamen

旅游地游客重游行为及重游率历来为旅游业界和学界所关注,但目前的研究多为重游率的调查和游客行为的横向比较,无法反映出游客实地行为的历时变化,也无法了解游客实地行为历时变化的群体差异。以近似历时比较为视角,以厦门为例,通过问卷调研,对旅游地游客实地行为的历时变化及其群体差异进行了实证研究。通过数理统计分析发现,总体而言,受访游客在景区选择偏好和消费额方面存在明显的历时变化;在停留时间方面的历时变化并不明显;受访游客在景区选择偏好、停留时间和消费额的历时变化方面存在显著的群体差异。最后就厦门及类似旅游城市的开发和营销提出了若干建议。

While the phenomena of tourists＇ repeat visitation,as well as the rate of repeat visitation,has always been a focus of concern by both the tourism industry and the academia,most of the existing literatures are focused with surveys of repeat visitation rate and the cross-sectional comparisons between first-timers and the repeat tourists,which actually can not reflect on tourists＇ longitudinal behavioral differences.Therefore,to fill in this academic gap,this paper,from the perspective of approximating longitudinal comparison and through on-site questionnaire survey,conducted an empirical study on tourists＇ longitudinal on-site behavioral changes and their group differences in urban destination of Xiamen.By virtue of statistical analysis,it is found out that,generally,tourists＇ attractions choice preferences and expenditures show significant longitudinal changes,but no significant longitudinal changes are found in tourists＇ time of stay.In addition,group differences are testified in tourists＇ longitudinal changes in the stated 3 aspects of on-site behaviors.In the end of the paper,some suggestions on destination management marketing,and future related studies were also discussed.