移动互联背景下自驾旅游者行为特征及需求研究——以318国道川藏线为例

Mobile Internet, Travel Behavior and Tourist Demand of Self-driving Tour-a case study of the Sichuan-Tibet Section of China National Highway 318

318国道川藏线作为我国"自驾爱好者的天堂",有着丰富的旅游资源。但沿线自然地理条件受限,旅游信息服务发展落后。而在移动互联时代背景下,自驾旅游者的行为模式和需求发生了彻底转变。文章以318国道川藏线为例,利用文献分析、问卷调查和实地考察等研究方法,对移动互联背景下该路线自驾旅游者的行为特征和需求进行分析,发现旅游者的需求多集中在旅游信息、旅游基础设施、旅游救援和移动互联四个方面,并对旅游信息及时、准确、有效地获取有迫切需求。并从旅游信息服务、移动终端产品设计、川藏线的旅游信息服务系统三个方面提出相关建议。

As＂the paradise of self-driving lovers＂in China, the Sichuan-Tibet section of China National Highway318 is always a popular tourist route. There are rich tourism resources along the section of the highway, but thegeographical environment is tough, and the tourism information service lags behind. The development of mobileinternet changes the behavior patterns and demand of self-driving tourists. This article, taking the Sichuan-Ti-bet section of China National Highway 318 as an example, analyzes the behavior characteristic and tourist de-mand of self-driving tour through literature analysis, questionnaire and investigation. It is discovered that thetourists＇ demands focus on the tourism information service, tourism infrastructure construction, tourist rescue ser-vice and mobile internet service. Tourists have strong demand of tourism information access in a timely, accurateand effective way. At the same time, this article puts forward some development suggestions at the aspects of tour-ism information service, mobile terminal product design and the construction of tourism formation system.