武夷山风景名胜区国内游客消费行为差异分析

Analysis on Domestic Tourists Consumption Behavior in Wuyishan Scenic Spot

采用游客随机抽样问卷调查法对武夷山风景名胜区国内游客消费行为进行分析,结果表明武夷山景区的游客消费水平较低;华东为武夷山一级旅游市场,但其总消费水平居中,华北地区游客消费较高,但游客数量少;游客出游方式以旅行社组团为主,平均停留天数为2-3天,餐饮和住宿的消费处于中等水平,购买的旅游商品主要为茶叶,对于如何提高游客消费水平提出了针对性建议和措施。

A questionnaire survey on the domestic tourists＇ consumption behavior in Wuyishan Scenic Spots shows that the tourists＇ consumption is still at low level.It reveals that tourists from the eastern China,the most important target markets,spend at medium level while tourists from the northern China spend at relatively higher level.Most tourists are GIT by travel agencies,with a stay of 2-3 days,with the food and accommodation consumption at medium level.They prefer to buy tea as souvenirs.Some recommendations and measures are proposed on how to improve tourist consumption at last.