来杭散客的旅游信息内容需求研究.docVIP

PAGE PAGE 20 来杭散客的旅游信息内容需求研究 摘要：杭州市作为国内著名的旅游城市，旅游业的发展对杭州市的经济发展至关重要。散客旅游经过多年发展，已然成为国内重要的旅游主体，尤其是对于杭州。因此，本文致力于来杭散客的旅游信息内容需求，挖掘其所需的旅游信息和内在联系，提出了以“现实限制与旅游欲望的折中表现”为核心的来杭散客旅游信息内容需求扎根理论模型，将旅游信息分为功能性信息、特色化信息、保障性信息三类。除此之外，本研究通过分析来杭散客旅游信息需求的内在联系和个人特征情况，提出了价格维度和品质维度这两个主要影响因素，并认为价格维度仍然是主导来杭散客旅游信息的主要因素。 关键词：旅游信息；散客信息需求；扎根理论；游客特征影响 The tourism information demand of FIT to Hangzhou Abstract: As a famous tourist city in China, the development of tourism is important to the economic development of Hangzhou. After many years of development, individual travel has become an important tourism subject, especially for Hangzhou. Therefore, this paper is devoted to discuss the forcign independent tourists’(FIT) tourism information needs that come to Hangzhou by mining the required travel information and internal relations. This paper puts forward a grounded theory model. In this theory model, the author believes that a compromise through the realistic limitations and tourism desire is the core of the tourism information. And in the paper, the tourism information is divided into functional information, characteristic information and indemnificatory information. In addition, through the analysis to the internal relations and personal characteristics of FIT that come to Hangzhou, this paper puts forward two main factors that will influence the information demands, whicn is price and quality. And the author believes that the price dimension is still the main factor which makes an influence to people’s tourism decisions. Keywords: tourism information; information demand of FIT; grounded theory; visitor characteristics 一、研究背景 （一）本研究的背景及现实意义分析 近年来我国旅游自由行人数持续快速增长，每年增长达30%，而传统组团游增长速度只有15%。散客旅游已然成为旅游市场的主力军，且会在未来持续增长。据有关统计，杭州市目前每年接待的游客量约有2000万人次，其中大部分是散客。散客市场已经成为杭州旅游的重要市场。重视散客市场，了解散客市场，是杭州旅游发展的重要举措。 而旅游信息是散客旅游决策的重要依据，其充分与否在很大程度上决定了散客旅游活动的发生与否；其质量会影响散客的旅游体验，和其对旅游目的地的印象。因此，研究来杭散客的旅游信息需求有利于真正了解来杭州旅游的散客群体的需求，有利于杭州政府和旅游供应商提供符合消费者要求的旅游信息和旅游商品，打造杭州旅游品牌形象，提高杭州旅游总体品质，从而吸引更多的外来游客选择杭州作为旅游目的地。 本文研究来杭散客的旅游信息需求