基于交叉分析研究游客对葡萄酒休闲旅游的认知及对烟台酒庄的认可

Research on Tourists' Recognition of Wine Leisure Tourism and Chateau in Yantai Based on Cross-Analysis

通过评分法、交叉分析法对游客就葡萄酒旅游的态度及认知程度的调查问卷进行汇总分析。结果表明,游客对葡萄酒、葡萄酒休闲旅游、烟台葡萄酒庄的了解认知相对较少,且随年龄、学历、在烟台市居留时间不同而认知差异明显,年龄越长、学历越高、在烟台居留时间越长的游客对烟台葡萄酒文化及休闲旅游的了解程度越高。对到烟台酒庄游玩的意愿调查结果显示,游客普遍倾向葡萄采摘等参与、体验的休闲旅游方式,而文化因素是影响游客意愿的最重要因素,对葡萄酒文化越不了解的游客到酒庄游玩的意愿相对越低。

The questionnaire on tourists’attitude to and cognition of grape wine leisure tourism was analyzed through evaluation method and cross analysis.The results revealed that,most tourists knew only a little about grape wine,wine leisure tourism,and chateau in Yantai.There was significant difference in tourist’s recognition due to the difference in age,educational background,and Yantai residence time,and tourist with older age/higher educational background/longer Yantai residence time had deeper recognition of wine leisure tourism and chateau in Yantai.The questionnaire also revealed that most tourists inclined to participatory and experiential tourism such as harvesting grape in vineyard,and culture was an important factor influencing tourists’willing;tourists without any wine culture knowledge usually were not willing to attend chateau visiting.