文化遗产地旅游者行为代际比较研究--以丝绸之路中国段为例

An Intergenerational Comparison of Tourist Behavior in CulturalHeritage Sites: Take Chinese Section of Silk Road for Example

文章以中国段丝绸之路文化遗产地为研究案例地,采用10年为一代的代际划分方式,对70后、80后和90后三代旅游者进行抽样调查,并对样本数据进行分析和单因素统计推断。研究结果表明,不同代际的文化遗产地旅游者各具特征,各代际群体在游前决策行为、游中消费行为和游后评价等方面既存在共性也存在差异,可以从共性中总结丝绸之路文化遗产旅游目的地的发展方向,从差异中总结旅游产品开发和差别化营销的策略。

Taking the cultural heritage sites along the Silk Road in China as the case to study,this paper uses the classified method of ten years to conduct a sample survey of tourists born in the 1970s,1980s and 1990s.The single-factor analysis of variance is applied to analyze the sample data.The result shows that different generations of tourist of cultural heritage sites have their own characteristics.There are similarities and differences among the intergenerational groups in their pre-trip decision-making behavior,in their in-trip consumption behavior and in their post-trip evaluation.Thus the development direction of the Silk Road cultural heritage tourism destination can be summarized from the commonalities,and the tourism product development and differentiated marketing strategies can be summarized from the differences.