意向性旅游消费水平的影响因素研究——以长沙市为例

意向性旅游消费水平是潜藏在人们意识里的客观存在，是潜在旅游市场研究的一个重要方面，探讨意向性旅游消费水平的影响因素能为旅游需求的预测和旅游目的地的营销提供参考依据，在理论上和实践上都具有价值。以长沙市区居民的随机抽样数据为基础，采用交叉分析和卡方分析方法从人口特征和现实旅游消费水平两个方面探讨意向性旅游消费水平的影响因素，结果发现：长沙市居民意向性旅游消费水平较高，意向性旅游消费水平与学历结构、家庭人均月收入、现实旅游消费水平正相关，但年旅游意向花费在性别、年龄和家庭结构方面出现分异，单次旅游意向时长与性别、家庭结构无关。

Study on Main Influencing Factors of Intentional Standard of Tourism Consumption ——A Case Study of Changsha City

The intentional standard of tourism consumption exists objectively in people＇s consciousness, and it is an important aspect of the study of potential tourists market. It is important to study main influencing factors of intentional standard of tourism consumption. The relationship between intentional standard of tourism consumption and influencing factors is of important value for tourism demand forcast and tourism marketing. We obtain data through a sampling investigation in Changsha City, and have 981 valid questionnaires. The intentional standard of tourism consumption is measured by annual intentional expenditure of travel and the intentional length of travel in the paper. We discuss influencing factors of intentional standard of tourism consumption based on demography and the level of realistic tourism consumption, and put the hypothesis ; the intentional standard of tourism consumption is correlated with demographic variables and the level of realistic tourism consumption. The demographic variables include gender, age, income, educational background and family structure. The level of realistic tourism consumption includes travel times, the most long-distance travel and tavel spending. The research methods are cross analysis and Chi-square test. As a result, we discover that Changsha residents＇ intentional standard of tourism consumption is high： the annual intentional expenditure of travel focus on 2001 to 4000 RMB and 1001 to 2000 RMB,and the respective percentages are 32.72 and 32.11, and the intentional length of travel focus on 4 to 7 days （59.23%）. The intentional standard of tourism consumption is positively correlated with educational backgrond, the level of family income, and the level of realistic tourism consumption,that is to say, people with higer educational background and more income prefer to spend more money and more time on travel, and the same to people with rich travel experience. But annual intentional expenditure of travel appears different on gender, age and family structure.