张家界游客多目的地旅行决策的阶段模型构建与实证分析

Construction of Stage Model for Zhangjiajie Multi-Destination Tourist Decision and Empirical Analysis

多目的地旅游决策行为及其影响因素是旅游地理研究的重要内容。本文基于多目的地旅游的两阶段空间决策模型,以中部典型旅游城市张家界为案例地,分析了张家界国内游客多目的地旅行决策的影响因素。结果发现,在游客第一阶段决策的影响因素中,停留天数越少、年龄越小、单身、月均收入越少,游客更可能返回来源地而不是继续前往下一个目的地旅游。在游客第二阶段决策的影响因素中,景观的差异性对游客对下一目的地是选择是影响最大的因素,交通可达性是第二重要的因素,而下一个目的地距客源地距离、对目的地熟悉程度重要性低。此外,文章还发现张家界游客中有三分之一会继续前往下一个目的地旅行。上述结果将为区域旅游合作和其他次级旅游目的地产品的开发提供重要启示。

Multi - destination tourism decision and its influencing factors are an important content of tourism geography research. Based on the model of two - stage spatial decision, this paper takes Zhangjiajie, the typical tourist city in the middle of China as a case and studies the influencing factors of tourist destination choice. The results show that in the first stage, the younger, single tourists with less length of stay and average monthly income are more likely to return to their source places rather than go to the next destination. In the influencing factors of tourists in the second stage, the differences in landscape is one of the greatest factors affecting the next destination choice, and traffic accessibility is the second factor, and the least important factor includes the distance between destination and origin of trip, and familiarity with the next destination. Moreover, this paper finds that one thirds of Zhangjiajie＇ s tourists will continue to their next destination. These results have implication for regional tourism cooperation and development of tourism products in subordinate tourist destination.