民族节庆游客旅游生活方式研究:特征及启示

Study on the Tourist Lifestyle of Ethnic Festival Activities:Features and Inspiration

民族节庆旅游是一种以游客体验为核心的旅游,因此民族节庆旅游产品应具有深度参与性及体验性,并以游客行为为产品开发导向。将旅游生活方式概念模型引入民族节庆游客旅游行为的调查,试图寻求民族节庆游客旅游生活方式的特征,并探寻其对民族节庆旅游产品开发的启示,这在国内游客行为的相关研究中尚属全新尝试。研究选取了民族节庆旅游较为集中的贵州省黔东南州为调研地,通过问卷调查及半结构式访谈,得出如下研究结论:民族节庆游客以中青年、高学历稳定职业人员、中等收入家庭为主,希望通过民族节庆旅游满足自身文化体验、知识增长、自我实现及情感交流的价值需求,因此在旅游选择中更倾向于兼具参与性、体验性、知识性以及特色化的旅游产品。

Ethnic Festival tourism is a kind of tourism with the experience of tourists as the core. Therefore,the ethnic festival tourism products should be deeply participatory and experiential,and take the tourist behavior as the product development orientation. This paper introduces the conceptual model of tourism life style into the tourist behavior of Ethnic Festival Tourism,through which we attempt to seek the characteristics of the tourist lifestyle of Ethnic Festival tourism,and to explore the inspiration from it for the development of ethnic festival tourism products. The study selected southeast Prefecture of Guizhou Province where ethnic festival tourism is concentrated as a survey destination. Through the questionnaire survey,the following conclusions are drawn： Ethnic Festival tourists are mainly young and middle-aged,highly educated,stable professionals and middle-income families. They hope to satisfy their cultural experience,knowledge growth,self actualization and emotional communication through tourism. Therefore,they are more interested in both participatory,experiential,informative and distinctive tourist products.