旅游者的文化旅游决策影响因素实证研究

doi:10. 3969 / j. issn. 2096-2266. 2018. 01. 019

大理大学学报

旅游者的文化旅游决策影响因素实证研究

陈慧英，彭桂芳

武汉轻工大学艺术与传媒学院，武汉430023

收稿日期:2017-05-27 修回日期:2017-06-14 出版日期:2018-01-15 发布日期:2018-01-15
作者简介:陈慧英，讲师，主要从事文化旅游与会展管理研究.
基金资助:
武汉轻工大学人文社科重点项目“孝文化资源产业化开发”（2015d11）；武汉轻工大学校级青年科研计划项目
“‘互联网+’时代下武汉文化产业转型发展战略研究”（2016y10）

An Empirical Study on the Influential Factors of Tourists' Decision-Making in Cultural Tourism#br#

Chen Huiying, Peng Guifang

College of Arts and Communications ,Wuhan Polytechnic University, Wuhan 430023, China

Received:2017-05-27 Revised:2017-06-14 Online:2018-01-15 Published:2018-01-15

摘要/Abstract

摘要： 对500位有过文化旅游经历或具有文化旅游动机的旅游者进行问卷调查，其中有效问卷为466份。运用SPSS19.0对问
卷收集数据进行因子、Pearson相关及回归分析，结果显示：旅游者的文化旅游决策受宣传推广、价格水平、文化内涵、环境氛围
和情感需求五大因素影响，且这五大因素都与旅游者文化旅游决策存在显著相关关系。只有加强文化旅游宣传推广力度，挖
掘与提升文化旅游景区的文化内涵，营造良好的文化旅游环境氛围，完善文化旅游市场价格形成机制才能提高旅游者的文化
旅游决策质量。

关键词: 旅游者决策, 文化旅游, 影响因素

Abstract: A survey was conducted among 500 tourists with experience in or motivation for cultural tourism, and 466 questionnaires
were valid. The data was analyzed with SPSS 19.0 for factor analysis, Pearson correlation and regression analysis. The results show that
tourists' decision-making in cultural tourism is influenced by five factors, including publicity and promotion, price level, culture and
environment of the place, and emotional demands of the tourists, and that the five factors have significant correlations with tourists'
decision-making in cultural tourism. Only by strengthening the publicity, exploring and promoting the cultural connotation of the
tourist attractions, creating good environments, perfecting pricing mechanism in the markets, can the quality of tourists' decisionmaking
be improved.

Key words: tourist decision-making, cultural tourism, influential factor

陈慧英，彭桂芳. 旅游者的文化旅游决策影响因素实证研究[J]. 大理大学学报, DOI: 10. 3969 / j. issn. 2096-2266. 2018. 01. 019.

Chen Huiying, Peng Guifang. An Empirical Study on the Influential Factors of Tourists' Decision-Making in Cultural Tourism#br#[J]. Journal of Dali University, DOI: 10. 3969 / j. issn. 2096-2266. 2018. 01. 019.

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[1]	殷群. 大理宗教文化旅游可持续发展研究[J]. J4, 2011, 10(7): 9-12.
[2]	殷群. 大理宗教文化旅游深度开发对策研究[J]. J4, 2011, 10(1): 16-19.

旅游者的文化旅游决策影响因素实证研究

An Empirical Study on the Influential Factors of Tourists' Decision-Making in Cultural Tourism#br#

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