通过对上海世博会大样本游客调研数据的分析与处理,研究中外游客消费行为特征、偏好差异及其产业影响。研究表明:(1)国内游客住宿以经济型饭店为主,住宿地集中在世博园区周边及城郊区域,入境游客以星级饭店为主,住地集中城市商业中心附近区域。(2)中外游客在世博园区餐饮消费以快餐及地方特色餐饮为主,消费偏好维度中游客最关注的是菜肴维度与服务维度,国内游客更关注菜肴,入境游客更关注服务。(3)国内游客购买世博商品主要留作纪念,入境游客主要用于馈赠,消费偏好维度中国内游客最为关注是商品主题文化属性和设计加工维度,入境游客最为关注商品的商业维度和功能效用维度。(4)国内游客市内游憩空间区域集中程度高于入境游客;中外游客市内交通以公共交通为主,入境游客选择出租车出行较多;国内游客晚间活动以游览世博园为主,入境游客选择其他娱乐活动较多。对世博游客行为特征与消费偏好进行深入比较研究,理论上丰富了重大事件旅游研究内容,实践上对于重大事件旅游市场开发与目的地产业建设具有重要的指导意义。

Based on an analysis of survey and data of 2120 tourists in Shanghai World Expo,the paper makes a research on the mega-event tourists' consumption behavior preferences as well as their industrial influence.The results are shown as follows.(1) The domestic tourists prefered the economic hotels located near the Expo Garden and in the outskirts of Shanghai;while the inbound tourists usually chose star-grade hotels located in the central business district and near the city proper.Price and convenience were the two main factors for both the foreign and domestic tourists to make accommodation decisions.(2) Both the foreign and domestic tourists prefered fast food and the local dishes,and they were mostly concerned about the dishes and the services consumption dimension.The domestic tourists paid more attention to the dishes while the inbound tourists were more concerned about services.(3) The domestic tourists' motivation of buying souvenirs was to keep them as a memory while that of the inbound tourists was to give others as presents.The domestic tourists paid more attention to thematic cultural attribute and the design of the goods;while the inbound tourists paid more attention to commercial dimension attribute and the function utility value of the goods.(4) The city tour area concentration degree of domestic tourists was higher than that of the inbound tourists.Tourists mainly chose the public transportation(in the urban area) to Expo Garden,while the inbound tourists would like to take a taxi.Domestic tourists mainly chose to visit the World Expo Garden at night,while the inbound tourists would like to choose other entertainments.The analysis and comparative study of the World Expo tourists' behaviors and consumption preferences can provide important inspiration and practical instruction for the development of mega-event markets at home and abroad and destination industry construction.