文化创意旅游需求及其差异性分析——以上海世博会为例

大众对文化和精神的消费需求为文化创意产业的发展提供了广阔的市场前景,世博会就是文化创意旅游产业在特定空间高度集聚而成的产物.文章基于旅游者的问卷调查,从核心内容和衍生产品两方面对上海世博会文化创意旅游需求及其差异性进行分析.结果显示,旅游者对文化创意旅游需求呈现多元性、娱乐性、符号性、实用性和虚拟性体验的趋势.在核心内容的需求方面,旅游者需求较高的依次为:展馆、文化演艺活动和论坛；在衍生产品的需求方面,旅游者对特许旅游纪念品中的世博护照、海宝和世博纪念徽章的需求较大,对出版发行服务中地图的需求较多,对网络文化服务的需求度正逐步提高.分析发现,基于不同的人口统计学特征和旅游行为特征,旅游者文化创意旅游需求存在显著差异,主要体现在年龄和月均收入因素的影响,而性别、职业、文化程度、进园次数和出游方式的影响较小,文章并据此探讨未来文化创意旅游的发展方向.

An Analysis on the Demand for Cultural Creative Tourism and Its Differences——Taking Shanghai World Expo as An Example

Mass demand for cultural and spiritual consumption has provided broad market prospect for the development of cultural creative industries.Currently tourism industry is confronting with the upgrade of cultural taste and transition of development model.The World Expo is a product highly agglomerated with cultural creative tourism industries in a peculiar space.The paper,based on the questionnaire survey from tourists,makes an analysis of the demand for cultural creative tourism and its differences from the two aspects of core content and derivative products.The results show that the demand for tourists’ cultural creative tourism presents the trend of diversity,entertainment,symmetry,practicability as well as virtual experiences.In terms of the demand for core content,tourists’ demand ranges from exhibition halls,cultural art activities to forums and in terms of the demand for derivative products,tourists have higher demand for some franchise tourism souvenirs such as Expo passport,Haibao and Expo commemorative badges and higher demand for publishing and issuing service is the map.Demand for network cultural service is being gradually improved.The analysis finds that there exist significant differences in tourists’ demand for cultural creative tourism based on different demographic features and tourism behavior characteristics,which is mainly embodied in the influences of ages and monthly income,while gender,occupation,educational background,entering times and ways of travel have less influences.Hence the development orientation for future cultural creative tourism is discussed.