基于结合分析的大学生旅游需求微观影响因素分析——以丽江为例

Analysis of the micro influence factors of college students' tourism demand based on Conjoint Analysis-Take Lijiang as an example

大学生作为丽江游客的重要组成部分,有必要对其进行旅游需求影响因素的研究。通过问卷调查,并采用结合分析法对大学生旅游需求的六种微观影响因素进行量化分析。结果显示,导游服务、丽江古城维护费、玉龙雪山进山费与纳西族传统文化的保留程度是对大学生丽江旅游体验影响最大的几个因素,而景点商业化程度与酒吧特色不太被大学生所看重。此外,从市场模拟结果上看,导游服务、玉龙雪山进山费、丽江古城维护费与纳西族传统文化的保留程度中分别改进某个因素,市场占有率均比模拟的现有状况有所提高;四种因素同时改进后,市场占有率提高最大。

As an important part of Lijiang tourists , it is necessary for college students to study the influencing factors of their tourism demand. The quantitative analysis is carried out by using the ques-tionnaire survey and Conjoint Analysis method on 6micro - influencing factors of college students’ tourism demand. The results shows that the tour guide service , maintenance fees of old town of Lijiang , the entrance fee of Yulong Snowmountain and the reservation degree of Nai traditionmost important influence factors to college students, tourism experience in Lijiang , cialization of scenic spots and the bars feature are not valued by students. tion results show that tour guide service , the entrance fee of Yulong Snowmountain , of old town of Lijiang and thereservation of Naxi traditicmal culture improvecertain factors respectively, market share increases more than the current situation of simulation. The market most after four factors are improved simultaneously.