鉴于学界对银发族旅游目的地选择行为及其影响因素的关注还不够, 于2010年6月通 过在组团出游的老年旅游者中共发放问卷200份, 有效回收178份, 在此基础上基于市场细 分理论对银发族的旅游目的地选择行为进行了较为系统的研究。得出如下结论:(1)总体而 言, 旅游目的地治安状况、资源和环境、目的地可进入性是最重要的影响因子, 其它因素的 影响有限;(2)根据旅游特质因子, 可将银发族旅游市场分成了三个细分市场, 即:大众型, 经验型和品质型银发旅游者;(3)不同旅游特质细分市场的银发旅游者在旅游目的地选择行 为和人口统计特征上存在显着分异现象。
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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