海南岛热带森林旅游线路游客选择偏好影响因素研究

Study on the Design and Optimization of Tropical Forest Tourist Routes in Hainan Island

以海南岛热带森林旅游为例,借助SPSS软件运用联合分析法,将影响游客对于海南森林旅游线路选择的属性及属性水平效用值进行计算分离,并进行线路的市场占有率预测,以此来分析游客的选择偏好,得到游客心目中潜在的评价标准,进而找到符合游客心理预期的最佳线路产品组合.结果显示,受访游客在选择海南森林旅游线路时,影响其选择意愿的属性就重要程度而言依次是:食宿条件、交通体验、组合景点类型、核心景点类型和景点数量.

In this paper,with the help of SPSS software and conjoint analysis,the impact of tourists on the Hainan forest tourism line selection of the attribute and attribute value of the calculation and separation,and forecast the market share of the line.When visitors choose Hainan forest tourism routes,the influence of their choice will be on the import degree of"accommodation","traffic experience","attractions combination type","core attraction type"and "the number of spots".