不同客源市场游客行为特征差异研究——以五台山风景区游客为例

Difference of tourists' behavior characteristics among different tourist markets——An example of tourists in Wutai mountain scenic spot

以五台山风景区游客为研究样本,通过实地考察和随机问卷调查,将风景区客源市场进行分类并对游客的旅游行为特征进行比较分析。结果表明:1)五台山风景区客源市场空间分布符合距离衰减规律。2)不同客源市场游客在旅游组织形式、交通方式、住宿类型、旅游总花费、住宿花费、餐饮花费、对旅游商品的满意度和游客旅游景点选择方面均存在显著差异,涉及"食、宿、行、游、购"五个要素。其中,省内游客旅游景点选择的空间分布较为集中,省外游客旅游景点选择的空间分布明显分散且高频次等级景点数也较多。3)不同客源市场游客行为特征在旅游动机、信息获取渠道、停留时间、交通花费、门票花费以及游客总体满意度等方面均不存在显著差异。其中,省内、省外游客旅游活动都以基本层次中的休闲度假和专门层次中的宗教朝拜为主,获取信息渠道都以朋友介绍和互联网为主,停留时间都较短。这也从一个侧面说明不同客源市场游客行为特征对比分析对有些信息提取的作用是有限的。

Taking tourists in Wutai Mountain scenic spot as the research samples,through the field investigation and the random questionnaire survey,the source market was classified and the tourists＇ tourism behavior characteristics were analyzed. The results show that：（ 1） Whether it is for the source of tourists in Shanxi Province or the source of tourists outside Shanxi Province,source market spatial distribution for Wutaishan scenic area are in accordance with the distance attenuation law.（ 2） There are significant differences in the tourist organization form,the mode of transportation,the type of accommodation,the total cost of travel,the cost of accommodation,the expense of food,the satisfaction of the tourist goods and the choice of tourist attractions. It involves in five elements,such as food,accommodation,transportation,traveling and shopping. Among them,the spatial distribution of scenic spots selected by tourists in Shanxi Province is more concentrated than that by tourists outside Shanxi Province,and the number of high frequency scenic spots selected by tourists in Shanxi Province is less than that by tourists outside Shanxi Province.（ 3） There are no significant differences in behavior of different tourist markets,such as tourism motive,information channel,staying time,traffic and ticket cost,satisfaction. Among them,activities of tourists in Shanxi Province or tourists outside Shanxi Province are belong to basic level（ sightseeing and leisure vacation） and special levels（ religious worship）; information is mainly obtained from friends and Internet,staying time mostly is short. It illustrates that the function of analysis on behavior characteristics of different source market is limited for obtaining some information from another side.