景区预约出行服务对旅游出行方式选择影响研究

Study on the Impact of Scenic Spot Travel Reservation on Tourist Travel Mode Selection

基于南京市假日热门景区的调查数据,通过建立潜在类别模型和景区出行方式决策模型,分析预约出行服务对不同出行偏好游客的出行方式转移意向。结果表明按出行偏好游客可分为4类;职业、出行偏好显著影响游客出行方式转变;基于游客需求偏好的预约出行服务能缓解交通资源供需失衡问题。研究认为,景区通过优化预约变更次数、提前截止门票预约时间及加大公交、网约/出租车优惠和吸引力,可提升景区周边交通服务水平。

Based on a survey of popular tourist attractions in Nanjing during holidays,the article establishes latent class mode and tourist behavior model,analyzing the reservation and travel mode transfer intentions of tourists with different travel preferences for various travel reservation services.The results show that tourists can be classified into four categories based on their travel preferences;occupation and travel preferences significantly influence tourists'mode shift behavior;reservation-based travel services tailored to tourists'demand preferences can alleviate the imbalance between supply and demand of transportation resources.The study suggests that attractions should improve the level of transportation services around the area by reasonably setting the number of reservation changes,advance/cutoff ticket reservation times,and enhancing public transportation as well as ride-hailing/taxi incentives and attractiveness.