西北地区传统村镇旅游意向及影响因素探析——基于六客源地城市市民的问卷调查

The Tourism Desire and Influence Factors Analyses on the Traditional Villages and Small Towns of Northwest China:Based on the Group Questionnaire Surveys of Six Urban Citizens

基于六城市1211份西北传统村镇旅游意向调查问卷,经SPSS软件分析,显示被调查者对西北地区传统村镇出游意向较其他区域偏低;若单设西北传统村镇意愿选项,选择则偏高。文章结合旅游者旅游动机及旅游意向相关理论,得出六城市市民对西北传统村镇的旅游意向受旅游目的地宣传力度、旅游客源地的认可度、交通的可达性、旅行成本等因素影响,并基于调查分析结果,对西北传统村镇旅游的发展做了一些分析。

Based on 1211 questionnaires from 6 cities on tourism intention of traditional villages and small towns in northwest China, the SPSS analysis results show that the respondents intention to the northwest towns of traditional villages tourism less than other regions. If in ＂yes or no＂ choice condition, the intention is on the higher scale. Combined with tourists＇ motivation and preference theory, we analyze the influence factors of choice willingness. It is found that tourist destination choices from the 6 cities residents counts on the factors from the propaganda and tourism group of recognition, traffic accessibility, travel costs and other ones. Based on the analysis results, some analyses on tourism development are made for the traditional villages and towns in northwest China.