中国游客对游艇旅游的感知与吸引力研究

Perception and Attraction of Yacht Tourism from the Chinese Tourists

推动游艇旅游是引导居民消费升级的重要手段之一,但目前的中国游艇旅游发展与欧美澳西方发达地区尚相差较大。文章以游客认同的地方性为理论框架,以携程网、穷游网上中国游客分享游艇旅游的网络游记文本为主要数据,探究中国游客视角下游艇旅游吸引力是什么的问题。研究发现:(1)目前中国游客体验游艇旅游的主要地区是国内和西方欧美澳发达地区,在国内与西方欧美澳发达地区进行游艇旅游时,游艇旅游的景观、活动、环境等差异不大,可以视为游艇旅游不需要附着于特定地域,拥有独特的旅游吸引力;(2)综合分析中国游客在国内与西方欧美澳发达地区游艇旅游的吸引力认同,发现原生态的亲水活动与对西方奢侈生活的想象构成了现阶段中国游客对游艇旅游吸引力的主要认同。未来可以在增加游艇旅游发展城市、改善亲水自然环境、增强游艇水上活动以及游艇产品差异化发展方面加以改进,推动中国游艇旅游的发展。

Promoting yacht tourism is one of the critical means to guide residents’consumption upgrading,but the development status of yacht tourism is still quite different between China and developed regions of Europe,America and Australia.Based on the concepts of locality and tourists’cognition,this study chooses the online travel notes of Chinese tourists sharing yacht tourism on Ctrip and Qiongyou as data and explores the attraction of yacht tourism from the perspective of Chinese tourists.This paper finds that:1)The main tourist destinations for Chinese tourists to experience yacht tourism are domestic and developed regions,including Europe,North America and Australia.The landscape,activities and environment perceived by Chinese tourists are consistent both in domestic and developed regions.It presents that yacht tourism does not need to be attached to a specific region.A unique tourist attraction of yacht tourism is formed through tourists’cognition.2)The attraction of yacht tourism being cognizant of by Chinese tourists is hydrophilic ecological activities and the imagination of western luxury life at the current stage.In the future,it is suggested to increase cities to develop yacht tourism,improve the ecology of the natural environment,enrich water activities for yacht tourism,and differentiate yacht products.