国内客源市场的游客偏好比较分析——以喀什市为例

Domestic tourists' preference to Kashi City,China based on correspondence analysis

旅游客源市场空间结构研究是旅游产业发展的重要动力。旅游偏好特征则是游客差异化市场选择的根本原因。文中以喀什市游客市场调查问卷结果为基本研究对象,运用SPSS软件中的多重对应分析方法,实证研究了喀什市国内客源市场空间分异与游客选择偏好的耦合性。研究发现,环渤海、长三角等远程客源市场偏好于观光旅游、民族旅游等旅游产品以及高质量的餐饮、住宿等旅游设施条件;新疆及近中程游客市场则对商务旅游、探亲旅游等旅游产品更为关注,且对商务、信息和交通等基础旅游条件更为关注。文中特别指出,旅游地发展只有更加关注差异化地域客源市场的游客偏好区别,采取有针对性地措施提升旅游地产品、设施、形象,才能全面有效推动旅游地可持续发展。

Focused on the relationship between spatial structure of tourist market and tourists＇ preference,the study conducted a survey from domestic tourists visiting the Kashi City in Xinjiang Province through large sample independent questionnaire.Then multi-dimensional market segmentation was made from the perspective of regional features and Demographic characteristics.By adoption of SPSS19.0 as the analysis tool,the multiple corresponding analysis method was used to measure the coupling of spatial differentiation in Kashi tourist market and tourists preference.The results show that tourists from Bohai Sea Delta,Yangtze River Delta and other remote market prefer the sight-seeing,ethnic tourism products,high-quality restaurant,accommodation and other tourist facilities.Tourists from Xingjiang,west and middle region market prefer the business travel,travel to visit relatives and other tourism products,and pay more attention to tourism information service and traffic condition.Finally,we points out that more measures should be given to improve tourism products,facilities and image based on the tourist preference differences of regional tourist market,which will be of instructive significance to sustainable development of tourism destination.