基于人口特征的主题公园游客餐饮消费偏好分析——以常州中华恐龙园为例

Demographics-based analysis of tourists' catering consumption preference in theme park——A survey in Changzhou China Dinosaur Park

食在旅游六要素中排在第一位,游客餐饮消费对其整个旅游过程质量的感知至关重要。以常州中华恐龙园为研究对象,运用线上线下相结合的问卷调查方法,分析了游客的人口特征对餐饮消费偏好的影响。研究发现,游客餐饮消费意愿较强,但配套服务待加强;游客餐饮消费需求一般,且消费结构不均衡;游客餐饮消费偏好快捷,而中高档餐饮消费点不多;游客餐饮消费呈现新方式,但传统消费方式占主流。提出了重视外地家庭型游客市场,增强游客餐饮消费意愿;优化产品结构,满足低收入游客餐饮消费需求;剖析游客个性化需求,提升游客消费的满意度;加强景区旅游智慧化建设,满足年轻游客消费便捷化需求等对策。

Food ranks the first in the six tourism elements. The tourists＇ perception of catering consumption determines their judgment on the quality of the whole touring process to a large extent. The questionnaire survey online and offline were used to analyse the impact of demographic characteristics on tourists＇ preference of catering consumption in Changzhou China Dinosaur Park. It was found that tourists＇ consumption intention is strong, however, the service needs to be strengthened. The tourists＇ demand is ordinary and the consumption structure is of unbalance. The tourists prefer fast service, however, there are not many outlets at middle-high levels. Newer consumption style emerges, however, the traditional mode of consumption is still the main- stream. The strategies were proposed in the respect of paying attention to family tourists from other places, promoting the consumption intention, and optimizing the product structure to meet the demand of the low income tourists; analyzing personal demand to elevate the satisfaction of tourists; and enhancing intellectual construction to meet the demand of youngsters, etc.