品质旅游时代的游客诉求与趋势分析--以北京为例

Analysis of Tourist Appeal and Trend in the Era of Quality Tourism:Take Beijing as an Example

“十四五”时期游客对旅游产品与服务质量的品质提出了更高的要求。学界对品质旅游的已有研究多侧重旅游供给品质的提升,而对旅游需求品质的关注相对较少。关注旅游需求品质,采用扎根理论的技术手段对网络游记进行文本分析,挖掘品质旅游时代的游客诉求及其变化趋势。研究发现,品质化是游客的核心诉求,且在技术支持与保障体系的保障下,具体表现为产品品质、服务体验、主客交互与文化需要四大旅游诉求。游客诉求体现出“身体需要”与“精神需要”内部的品质化升级,以及旅游诉求从“身体需要”向“精神需要”的转向与升级,对旅游业提质升级提出了新要求与新方向。

With the continuous development of mass tourism,tourists put forward higher requirements on the quality of tourism.The current research focuses on the improvement of tourism supply quality,but pays relatively little attention to the quality of tourism demand.This paper concentrates on the quality of tourism demand,and uses the technical means of grounded theory to analyze the text of online travel notes,so as to dig out the tourist appeal and its changing trend in the era of quality tourism.The research finds that quality is the core appeal of tourism,and under the guarantee of the technical support and guarantee system,it is embodied in four tourism appeal,namely,product quality,service experience,interaction between host and guest and cultural needs.The appeal of tourists reflects the internal quality upgrade of“physical needs”and“spiritual needs”of tourists,as well as the shift and upgrade of tourism demands from“physical needs”to“spiritual needs”,which puts forward new requirements for the quality upgrade of tourism.This study takes Beijing as an example to clarify the key points and provide a specific reference direction for the improvement of tourism quality.