基于内容分析法的贵州省自驾旅游者消费行为研究

Consumer behavior of self-driving tourists research in Guizhou Province based on content analysis method

以贵州省网络自驾游记为素材,采用内容分析法,从自驾游客旅游产品偏好类型、出游动机、感知维度三方面分析,研究贵州省自驾游游客消费行为规律与特点。研究表明,贵州省自驾游客偏好于观光类、度假类和文化类旅游产品;主要动机是观光旅游、休闲度假、美食旅游、探险越野和体验贵州风土人情;贵州省自驾游体验分为自然、畅爽、美丽、挑战、传奇、升华六个维度。

Based on the content analysis method and collected online self-driving travel notes as material,the article does the consuming behavior rules and features research on the Guizhou province self-driving tourists in product preference types, travel motivation and Perception dimension three aspects. The results show that Guizhou province tourists prefer to sightseeing, holiday travel and culture products;the main motivation is sightseeing tour,leisure tourism, delicacy,cross-country exploration and experience of the Guizhou local customs and practices.Therefore,the self-driving experience is divided into six dimensions,including natural, smooth cool, beautiful,challenge,legend and sublimation.