大学生拓展旅游者认知行为差异研究——以长株潭地区为例

Study on Cognitive Behavior and Specialty Difference of Undergraduates in Outbound Tourism——A Case of Chang-Zhu-Tan Urban

拓展旅游,作为一种新型的专项旅游产品,其专业的项目设计和独特的产品组合形式,正符合当代以90后为主体的大学生对素质和能力的要求,成为拓展旅游经营商的主要细分市场。采取抽样调查法,对长株潭地区478名在校大学生进行问卷调查,分析其对现有拓展旅游产品的消费态度、出游动机、限制因素等认知行为,并对不同专业大学生的认知差异进行比较。研究发现,大学生选择拓展旅游产品的首要动机为增强团队意识、提高综合素质、增强自信心、磨炼意志、激发潜能等以完善自我为主的因素,对拓展旅游产品的安全度及教练素质的担忧成为限制其选择的主要因素,并且不同专业的大学生对具体拓展旅游项目的选择存在一定差异性。

Outbound tnurism is considered as a novel special tourism product. Due to its professional design and unique combination form of product, outbound tourism can meet the quality and ability requirements of undergraduates that are birth after 1990s, as well as become main market segments in tourism. Based on spot check, 478 students were checked by the way of questionnaire in the areas of Chang - Zhu- Tan and their cognitive behaviors, such as consumption attitude, travel motivation, constraints and so on, on tourism products were analyzed. After this, the cognitive difference was also compared among undergraduates in different specialty. It eould be concluded that the first motivation for undergraduates to choose the outbound tourism products was determined by perfecting self- oriented factors, such as enhanciug team spirit, improving the overall quality, enhancing self- confidence, tempering will, stimulating potential and so on. On the contrary, the great anxiety on safety of outbound tourism products and quality of coachers restricted undergraduates to take part in outbound tourism, and then the choice of outbound tourism products were difference by undergraduates in different specialty.