基于旅游影响感知与态度的居民类型划分——以周庄古镇为例

Classification of Residents in a Tourist Destination Based on Perception and Attitudes: a Case Study of Zhouzhuang

以周庄为例,利用社会调查和市场细分方法,对旅游地居民感知与态度进行实地调查,据此划分居民类型,以揭示居民对旅游发展的整体认知结构,了解不同类型居民对旅游的感知与态度,刻画不同类型居民的人口统计学特征,剖析不同类型居民对旅游发展态度的原因。通过对比国内外研究,分析周庄居民类型及其共性与个性。

On-the-spot investigation was made to probe the perception and attitudes of residents to the tourism development in Zhouzhuang by the social investigation and segmentation approach. Residents were classified into four types by cluster analysis and discriminant analysis. Compared with the relevant findings in literatures home and abroad, there were distinctive differences between these four clusters in their demographic characteristics and social background. Therefore, much work was yet to be done and deepened. Based on this, some prospects about these studies in Zhouzhuang were discussed and proposed.