A study on tourism destination choice influencing factors of different personality seniors
MA Gui-shun1,2, LONG Jiang-zhi1,2, LI Heng-yun1
1. Department of Tourism and Hotel Management, Dongbei University of Finance & Economics, Dalian 116025, Liaoning, China;
2. Research Center of Tourism Theories, China Tourism Academy, Dalian 116025, Liaoning, China
Abstract：Based on 200 questionnaires to senior tourists from July to September by way of travelling with group,and 178of them gathered were valid,this paper conducted a more systematic research of different segmentation seniors'tourism destination choice behavior. The results are shown as follows.
(1)Generally,tourism destination's security,resources and environment,transportation accessibility are the most important factors that affect the seniors'tourism destination choice,while other factors have limited influences.
(2)Based on three factors of the tourist personality,we use cluster analysis to divide the whole senior tourist market into three clusters,namely the mass-type senior tourists, experience-type senior tourists and quality-type senior tourists.The segmentation of masstype senior tourists has the lowest tourism motivation and interests,dislikes the adventurous and exciting tourism activities,and has lower request on food and accommodation during the travel.The segmentation of experience-type senior tourists,which has the strongest tourism motivation,is interested in most tourism landscapes including the exciting and adventurous activities.The segmentation of quality-type senior tourists,which has the highest request on the food and accommodation during the travel,is also interested in most tourism landscapes and activities.
(3)The three senior tourist segmentations have significant differences in the tourist destination choice influencing factors.In terms of “destination security and accessibility”, which are the fundamental factors for the destination choice,quality-type senior tourists put more emphasis on them than the mass-type ones;in terms of “attitude and friendliness of the locals,destination's medical situation,destination's environment,climate and weather”,the mass-type senior tourists put less consideration than the others;in terms of “destination's culture and customs”,experience-type senior tourists put more consideration than the other two types;as for “the total cost of travel”,the mass-type senior tourists put less consideration than the experience-type,while there are no differences among the three types of senior tourists for the influencing factors of “tourism destination landscape and culture heritage”.
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MA Gui-shun, LONG Jiang-zhi, LI Heng-yun. A study on tourism destination choice influencing factors of different personality seniors. GEOGRAPHICAL RESEARCH, 2012, 31(12): 2185-2196.
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