非物质文化遗产消费者的旅游决策研究

The Research on the Tourism Decision-Making of Consumers of Intangible Cultural Heritage

文章以黄山市徽州非物质文化遗产旅游消费者为研究对象,通过发放350份问卷对在黄山市主要的5个非物质文化遗产地的旅游消费者进行调查。结果表明:市场推广、价格水平、地方特色、环境氛围、传统心理倾向、对徽州非遗认知与徽州非遗的旅游决策行为存在显著相关性,对黄山市未来的徽州非物质文化遗产旅游业的发展规划具有一定意义。

This research takes tourism consumers of Huizhou intangible cultural heritage in Huangshan City as the research object. 350 questionnaires are studied in terms of five intangible cultural heritages in Huangshan City. The results show that consumers＇ tourism decision-making has a significant correlation to the market promotion, price level, local characteristics, environment, traditional psychologicaltendency, and knowledge of Huizhou intangible cultural heritage, which has certain significance forHuangshan City＇s future tourism development plan of Huizhou intangible cultural heritage.