绍兴文化旅游需求调查研究

Survey of Cultural Tourism Demand in Shaoxing

独特的文化是影响旅游者行为决策的重要引力源,文化旅游正受到越来越多的旅游者青睐.绍兴文化独具魅力,文化旅游开发具有典型性.此次调查以绍兴为例,采用问卷调查、非正式访谈等研究方法,运用SPSS软件对调查数据进行分析统计,从旅游者对文化旅游的态度及消费习惯、对绍兴文化的整体感知、对绍兴文化旅游开发的总体评价及文化旅游行为偏好等角度,得出游客的文化旅游需求特征和趋势等分析结论 .

Unique culture is an important source of attraction for tourists＇ decision-making. Cultural tourism is increasingly favored by tourists. The unique charm of Shaoxing＇ s culture leads to its typical cultural tourism development. Taking Shaoxing as an example, using the methods of questionnaire, informal interview, etc. , and using the SPSS software to analyze the collected data, the paper draws the conclusion regarding tourists＇ demands for cultural tourism, and the cultural tourism trend, etc. from the perspectives of tourists＇ attitude toward cultural tourism and consumer habits, the overall perception of Shaoxing culture, the overall evaluation of Shaoxing＇ s cultural tourism development and cultural tourism behavior preference.