出境游目的地选择偏好影响因素分析——以长株潭城市居民为例

STUDY ON THE INFLUENCING FACTORS OF THE CHOICE PREFERENCE OF OUTBOUND TOURISM DESTINATIONS——TAKEING URBAN RESIDENTS IN CHANG-ZHU-TAN URBAN AGGLOMERATIONS AS AN EXAMPLE

[目的]随着经济的迅速发展以及综合国力的不断提升,居民的生活水平得到了很大的提高,极大地刺激了旅游业的发展,出境游发展更是十分迅速。截止2017年6月,中国已经成为世界第一大出境游消费国。进行出境游选择偏好影响因素研究,对于经营出境游业务的旅行社业务决策以及政府部门制定旅游发展规划有着十分重要的指导意义。[方法]文章以长沙市、株州市、湘潭市(以下简称长株潭城市)居民为例,以游客出境游目的地选择偏好作为研究的出发点,探析影响长株潭城市居民的出境游目的地选择的影响因素,在研究中利用理论假设与实证研究相结合的方法,通过问卷调查收集原始数据,采用因子分析、方差分析、回归分析与熵权法等方法。[结果]得出影响游客出境游目的地选择偏好的因素,主要包括宏观环境因素、景区吸引力因素、旅游成本因素和个人因素,而宏观环境因素与景区吸引力因素是影响出境游目的地选择的主要因素,方差贡献率分别为30. 335%和24. 458%。通过方差分析与回归分析,发现假设H_1与H_3成立,假设H_2与H_4不成立。通过熵权法发现,各影响因子对出境游目的地选择的重要性程度不同,其中国家关系居于首位。[结论]宏观环境因素和景区吸引力因素是影响游客出境游目的地选择偏好的最主要的影响因素,同时,发现长株潭城市居民在出境旅游市场中有很大发展潜力,出境游目的地选择向着多元化方向发展,年轻人获取信息以互联网为主,游客在做出游行为决策、选择出境游目的地时会受到周围环境、个人收入的高低、游客闲暇时间的长短等因子的影响。

With the rapid development of the economy and the rising of the overall national strength,the living standard of Chinese residents has also been greatly improved. By the end of June 2017,China has become the world’s largest outbound consumer country. The study on the factors affecting outbound travel preference is of great significance to the business decision-making of travel agencies engaged in outbound tourism and the development planning of tourism by government departments. Taking urban residents in Chang-Zhu-Tan( Changsha,Zhuzhou and Xiangtan) urban agglomerations as an example,the destination preference of tourists outbound travel was taken as the starting point of the study,the factors affecting the destination choice of the outbound tourism in Chang-ZhuTan urban agglomerations were discussed. The method of combining theoretical hypothesis and empirical study were used to collect the original data through questionnaire survey,and the factor analysis method was used to get the factors which affected the preference of tourist destination selection,including macro environmental factors,scenic attraction factors,tourism cost and personal factors. Macro environmental factors and scenic attraction factors were the main factors affecting the choice of outbound tourism. The variance contribution rate was 30. 335% and24. 458%,respectively. According to the analysis of variance and regression analysis,it was found that H1 and H3 were to be correct,and H2 and H4 were not correct. Through the entropy weight method,it was found that the importance of each influencing factor on the choice of outbound destination was different,among which the relationship between countries was the most important. The results show that macro environmental and scenic attraction are the most important factors affecting the preference of tourist destination selection. Urban residents in Chang-ZhuTan urban agglomerations have great potential in the outbound tourism market,the destination selection of outbound travel does not appear single trend,and it develops towards the direction of multiple directions. Young people get information based on the Internet,and the tourists’ decision-making and the destination of choosing outbound travel which are influenced by the surrounding environment,the individual income and the length of leisure time of the tourists.