青年客源群体邮轮旅游消费动机研究——以深圳为例

Study on the Motivation of Cruise-Travel Consumption of Youth Tourist Groups——Taking Shenzhen as an Example

现代邮轮旅游业在我国作为新兴产业,近年来受到广泛关注。随着全球邮轮旅游客源群体呈现出年轻化的发展趋势,具有较强消费能力的国内一线城市青年人群正逐步成为未来邮轮旅游重要的潜在客源市场。本研究通过运用SPSS21.0对深圳18岁至45岁年龄人群的313份问卷进行数据分析,探索深圳市青年客源群体的邮轮旅游消费动机,了解该群体的消费意愿。经过数据筛选和检验确定16项旅游动机,并通过因子分析法归纳出青年客源群体潜在邮轮旅游出行动机有以下四个方面:精神文化动机、探索冒险动机、休闲健康动机和社交动机。同时研究表明,收入的高低,职业的不同,婚姻状况的差异对青年客源群体参加邮轮旅游的动机和意愿没有显著影响。文章提出,为拓展青年邮轮客户群体,应针对性地开展市场宣传及邮轮旅游产品开发。

Modern cruise tourism,as a new industry in China,has received extensive attention in recent years. With the younger trend of cruise tourism all over the world the world,the young consumers with strong consumption capacity in the first-tier cities in China are gradually becoming an important potential market for future cruise tourism. By using SPSS21.0,313 questionnaires of people aged from 18 to 45 in Shenzhen have been analyzed,trying to find out the young consumers motivation and the willingness for they joining cruise tourism. Sixteen tourism motivations are identified through data filtering and testing. Through factor analysis,four aspects of potential cruise travel motivations for young tourists are concluded as follows,spiritual and cultural motivation,exploration and adventure motivation,leisure and health motivation and social motivation. The differences in income,occupation,and marital status have no significant effect on the motivation and willingness of young groups to participate in cruise tourism. In order to expand young customer group of cruise,market propaganda and cruise tourism product development should be developed.