基于旅游者需求的黄酒文化旅游研究——以浙江绍兴为例

A Study of Yellow Wine Culture Tourism Based on Tourist Needs: A Case Study of Shaoxing, Zhejiang Province

酒文化与旅游文化有着相融的关系,并在旅游文化中扮演着重要的角色。从旅游者的需求出发,通过实证分析得出目前旅游者对于黄酒文化旅游产品的消费情况和意愿,从而更好地促进黄酒文化旅游的发展。通过对黄酒消费者的调查发现,对于黄酒文化感兴趣的大部分是中年已婚并有一定的经济及社会基础的人群。其旅游动机及需求与其对酒文化的兴趣有着极强的关系,不论是何种需求,他们最希望的是能在酒文化的旅游中体验到其文化的独特魅力,实物的展示方面,他们最希望看到的是黄酒制作工艺及黄酒酒俗。

Liquor culture and tourism culture have a harmonious relationship and play an important role in tourism culture.From the demand of tourists,through the empirical analysis,we can get the current tourists'consumption situation and willingness for yellow wine cultural tourism products.Promoting the Development of Yellow Wine Culture Tour Through a survey of yellow wine consumers,it was found that most of the people who are interested in yellow wine culture are middle-aged married and have a certain economic and social basis.Their travel motives and needs and their interest in wine culture are extremely strong.What they want most is to experience the unique charm of their culture in a wine culture tour.