国内旅游者消费结构及行为特征的实证研究——以南京市为例

本文以南京市作为旅游目的地研究对象,通过大量的问卷调查,详细研究了南京市国内旅游者的消费结构与行为特征,以期为南京市旅游产业升级提供一些建议。研究发现南京市国内旅游者消费结构不合理,基本旅游消费过高,购物、娱乐等非基本消费过低;南京市旅游产品类型较为单一,应注重多元化发展与创新;南京的旅游客源主要集中在长三角区域,但已经成为旅游者具有多次重游行为的旅游目的地,这为未来旅游业可持续发展奠定了良好的基础。

Empirical Research on the Consumption Structure and Behavior Characteristic of Domestic Tourists——A Case Study of Nanjing

Since Nanjing is always an ideal travelling place,in this paper,it is taken as the research object.On the basis of a large number of questionnaires,consumption structure and behavior characteristics of domestic tourists to Nanjing are specifically studied in this essay,herewith some suggestions to upgrade the tourism of Nanjing.The data shows that home consumption structure in Nanjing is still unreasonable,for the fundamental travel fees takes up quite a large proportion whilst shopping or entertainment expense just accounts for a small proportion.Worse still,visitors do not have numerous tourist products to choose from when they are travelling.Thus,because Nanjing,in the eyes of the visitors from Long River Delta has been an attractive place well-worth travelling again and again,it is more vital for it to multiply and innovate their products in the line of tourism.