基于感知形象调查的沙漠旅游行为意向研究

Study on Behavior Intentions of Desert Tourism Based on Survey of Perceptive Images

近年来,沙漠旅游呈现蓬勃发展之势。应用问卷调查法对国内居民的沙漠感知形象进行调查,在此基础上进一步对其沙漠旅游行为意向进行研究。结果表明,沙漠旅游具有广阔的市场前景,人们对沙漠旅游十分向往,愿意支付较高的旅游费用并花费较长的旅游时间,但对沙漠的感知形象支离破碎,且对已开发的沙漠旅游景区认知度较低。研究还发现,市场营销力度不够和交通可达性差是阻碍目前中国沙漠旅游业发展的主要因素。提出推动中国沙漠旅游快速发展的3点建议,即丰富旅游产品体系,重点发展观光旅游;塑造鲜明旅游形象,加大市场营销力度;提高交通可达性,完善旅游配套设施。

Desert tourism has developed very well in recent years in China.A questionnaire to desert spots perceptive images and desert tourism behavior intentions of domestic residents was conducted.Results show that desert tourism has broad market prospect,and the general public are longing for desert tourism and are willing to pay a high travel cost and spend a long travel time;but their perceptive images on desert tourism are fragmented,and their cognition on desert tourism spots which have been developed is low.This study also shows that inadequate marketing and poor transport accessibility are the main factors hindering the development of desert tourism.Three suggestions are proposed to promote desert tourism＇s rapid development,which are（1） enriching the tourism products system and focusing on the development of desert sightseeing,（2） shaping a distinctive desert tourism image and enhancing marketing efforts,and（3） improving transport accessibility and completing tourism facilities of desert tourism destinations.