湘西州旅游市场空间结构、游客行为与感知分析

Analysis of Spatial Structure of Tourism Market, Tourists' Behavior and Perception: A Case Study of Xiangxi Autonomous Prefecture

通过实地旅游市场调查获取数据,以地理集中度指数,以及游客感知评价法,对湘西州旅游市场空间结构、游客行为特征与感知评价进行了分析,并对不同时间段的旅游目的地旅游市场空间结构及游客的行为特征进行了分析。本文运用SPSS19.0等统计软件对文中数据进行处理。从结果来看,来湘西州旅游的游客其客源地主要集中在湖南省内和周边省区,旅游市场空间结构呈现出单一的旅游目的地市场空间结构特征,表现出较强的距离衰减规律;在游客行为特征方面,湘西州旅游市场符合发展初期旅游目的地形象的游客行为特征,呈现出以观光旅游为主的低消费旅游发展模式;湘西州游客综合感知评价较高,同时伴随着交通满意度较低的局面;游客行为与游客感知评价之间存在正向相关关系,两者都在一定程度上影响湘西州的旅游市场空间结构。文章提出湘西州旅游发展需要进一步加强营销,提高服务质量,更好满足游客需要。

Based on the data collected through tourism market survey, using geographic concentration index and tourist evaluation methods, this paper analyzes the spatial structure of tourism market, tourist behavior characteristics and the perception of the tourists and processes the data based by SPSS 19.0 software platform. The results show that the tourists mainly come from Hunan province and surrounding provinces or regions. The spatial structure of tourism market shows a single tourism destination market structure, which manifests a law of distance attenuation. In terms of its tourist behavior characteristics, the tourism market is in line with the initial development stage of tourism destination image, given that the consumption pattern of its tourists is characterized by sight-seeing tourism. The comprehensive evaluation of tourists is high, at the same time, along with low satisfaction of traffic. There is a positive relationship between touristsj behavior and perception evaluation. They all affect spatial structure of tourism market. The paper puts forward some suggestions for tourism development. For example, it needs to further strengthen the marketing, improve the service quality and better meet the needs of the tourists.