新形势下我国城市居民出游意向及影响因素分析

Analysis of Travel Intentions and Influencing Factors of Urban Residents in China Under the New Situation

我国旅游业进入了一个机遇与挑战并存的新阶段。社会经济发展带来了旅游业供给质量提升,但需求方在原本呈上升趋势时突遇重大公共卫生事件的冲击,潜在游客心理及行为出现转变。为顺应“十四五”规划,促进旅游业恢复性增长,本文运用主成分分析法对新形势下城市居民的出游意向及影响因素进行研究,结果发现:56.4%的受访者有明确出游意向,心理感知因子、景区通达性与安全性因子、出游成本因子对城市居民出游意向均产生正向影响,其中出游成本因子作用效果最显著。文末,为助力城市居民出游率恢复性增长,从政府和旅游企业层面提出建议:利用政府公信力,鼓励城市居民放心出游;保障社会就业率,降低失业率;开发周边短途游,加大营销力度;降低出游成本,优化旅游产品结构;加强景区建设,树立良好形象。

China's tourism industry has entered a new stage which has both opportunities and challenges. In order to comply with the“14th Five-Year Plan”and promote the recovery growth of tourism, the principal component analysis method was used to study the travel intention and influencing factors of urban residents under the new situation, and it was found that: 56.4% of the respondents had clear travel intentions, psychological perception factors, scenic accessibility and safety factors. The travel cost factor has a positive impact on the travel intention of urban residents, and the travel cost factor has the most significant effect.In order to help the recovery growth of urban residents' travel rate, suggestions are made at the government and tourism enterprise levels: use the government's credibility to encourage urban residents to travel with confidence;Guarantee the social employment rate and reduce the unemployment rate;Develop excursions around the area and increase marketing efforts;Reduce travel costs and optimize the structure of tourism products;Strengthen the construction of scenic spots and establish a good image.