香港赴澳门游客特征研究——与内地游客比较

本研究通过在澳门返回香港的轮船上以随机抽样调查的方式调查了香港到澳门旅游的游客348人.通过SPSS软件分析,揭示了香港赴澳游客的基本特征、行为模式和对澳门旅游设施的满意度.通过对比到澳门旅游的内地自由行游客和团客,本研究发现,香港游客同内地自由行游客的消费模式比较接近,同团客差距较大.本研究对预测内地游客未来的消费模式有较大的意义.     

“自由行”政策对澳门经济影响的评价

澳门发展定位于建设世界旅游休闲中心,游客流量是支撑澳门经济发展的重要因素,“自由行”政策给澳门博彩旅游业带来了巨大的客流量.研究旨在考察“自由行”政策对澳门经济发展的影响与贡献程度.在对国内外相关研究文献和“自由行”政策效应研究观点进行评述的基础上,探讨了澳门博彩旅游业经济利益的估算方法,引入“旅游比率”的概念,以直接增加值和直接就业量作为利益衡量标准,将入澳旅游的直接利益细分为源自自由行游客、内地非自由行游客、非内地游客的利益,并从批发零售业、酒店业、餐饮业、博彩娱乐业以及其他相关行业几个细分行业进行考察,评价了各类游客消费对旅游相关行业的直接增加值和直接就业量.以2011年和2012年澳门旅游附属账户为基础数据的计量分析表明,2012年自由行游客给澳门经济带来了171.25亿澳门元的直接增加值和25 526个直接就业量,分别占澳门GDP的7.80％和澳门总就业人数的7.44％.与其他类型的游客相比,自由行游客在零售和博彩娱乐两个行业具有更显著的直接增加值,而酒店业、餐饮业等行业的直接增加值相对偏低;与非内地游客相比,自由行游客和内地非自由行游客每单位消费在澳门产生的直接就业量偏低;“自由行”政策对澳门经济的影响被高估.这些特征主要由澳门较为特殊的旅游产业结构和自由行游客在现阶段消费倾向所决定的.“自由行”作为一项符合经济自由化和贸易便利化的政策安排,对该政策的调控要基于事实分析和科学判断.在澳门建设世界旅游休闲中心的目标定位下,澳门旅游业应加快非博彩娱乐业的发展,并提高旅游相关产业的附加值,重视旅游客源市场的多元化,实现澳门经济的可持续发展.     

大陆赴台自由行游客地方认同与休闲效益关系研究

台湾是许多大陆游客向往的休闲胜地, 大陆游客赴台自由行热度的持续升温, 这既给台湾带来巨大的旅游经济效益, 更可增进海峡两岸的民间交流和人民情谊。文章通过实证研究探讨大陆赴台自由行游客对台湾的地方认同及其在台从事休闲活动所获得的休闲效益等程度表现的差异性, 并检验地方认同与休闲效益间的相关性。研究表明, 大陆赴台自由行游客对台湾的地方认同以环境认同程度最高, 依恋程度最低, 其在台湾从事休闲活动所获得的休闲效益以社会效益最高, 生理效益最低;不同个人背景与游程规划的大陆赴台自由行游客在地方认同与休闲效益程度方面有显著的差异;地方认同与休闲效益间呈显著正相关且彼此间存在典型相关关系。研究成果可作为海峡两岸旅游职能部门及旅游企业完善休闲法规、环境与产品组合的参考。     

城市商务旅游竞争力:评价体系及方法的创新研究

目前,商务旅游竞争力的研究相对较少,而已有的旅游竞争力评价体系研究方法又存在亟须改进之处。为此,本文创新性地通过专家访谈及商务游客调查确定城市商务旅游特征,并以商务游客认知趋势这一客观信息为基础,借助因子分析法构建了城市商务旅游竞争力评价的量化模型。随后,以香港、澳门、上海、广州4个城市的商务旅游竞争力为例,对该模型的普适性及准确性进行了检验。通过检验得知,该评价体系的构建过程体现了一定的客观性,在具体使用方面拥有较高的准确性及可行性,具有较好的应用价值。由于本研究的抽样调查仅在澳门进行,如能在更广泛的区域内对商务旅客取样,则所构建的评价指标体系会更为完善。     

澳门世界文化遗产旅游的创新性开发策略研究——游客感知的视角

澳门于2005年成功申报世界文化遗产,揭开了澳门文化旅游发展中的重要一页。世遗旅游成为博彩之外澳门重点推介的旅游产品及线路。为了了解澳门世遗文化旅游3年中的发展,并为其进一步深度开发献计献策,笔者借助问卷调查并辅以参与式隐匿观察的方式研究了访澳游客对文化遗产旅游的感知。调查发现,世遗旅游整体知名度较高,但游客感知的差异性较大;澳门世界文化遗产的类型集中度高,但单个景点的亮点不突出;澳门世界文化遗产的需求差异度高,遗产旅游产品的层次性不强;澳门世界文化遗产的体验满意度不高,配套服务及设施亟待完善。为此,笔者提出澳门在世遗旅游深度开发方面,应该遵循"分区发展、以点带面,精品领先"的发展原则,并且在发展思路、运营模式、配套服务及设施以及产品体系方面实施策略创新。     

自由行游客利用氢气球APP出游的利弊分析

本文以氢气球APP作为研究对象,分析在线旅游APP对自由行游客旅游过程中的便利之处及可能遇到的问题,针对具体的问题提出对应的解决对策,进一步促动在线自助旅游APP更好的为游客提供高质量的服务。     

基于Web 2.0数据的澳门旅游形象提升策略

基于Web 2.0数据的游客反馈对以博彩旅游为特征的澳门在历史文化和遗产资源方面的旅游形象进行分析,根据游客感知下的澳门旅游形象的分析结果,发现旅游营销上的不足,并进一步提出建议及应对策略。     

中国游客博彩消费行为意向及其影响因素 ——基于MGB理论的实证检验

近年来,中国出境游游客参与博彩消费行为的现象日趋普遍,但对于中国游客博彩消费行为的理论研究却极为匮乏.该研究将目标导向行为模型引入中国游客的博彩消费行为研究领域,建立游客博彩消费行为意向影响因素模型,以到澳门旅游时参与博彩活动的中国内地游客为研究对象,采用问卷调查的方法获取270份有效问卷,并采用结构方程方法对游客博彩消费行为意向的理论模型进行了实证检验.研究结论显示,游客的博彩消费态度、博彩消费的正向预期情绪、博彩消费的感知行为控制以及游客过去的博彩行为对其博彩欲望有着显著的正向影响,而博彩欲望会进一步正向影响游客的博彩行为意向.同时,游客的感知行为控制对其博彩行为意向亦有着直接的正向影响.但是,游客的博彩主观规范、负向预期情绪对于博彩欲望的影响并不显著.该文的研究对于检视目标导向行为模型在旅游消费者行为研究领域的适用性,以及丰富和发展博彩消费者行为理论文献都有着重要的价值和意义.     

山西商务国旅推崇“出境品质游”

山西商务国旅为了引导出境旅游市场的最佳质量。扬起诚信之旅的大旗。于12月12日在榆园大酒店举行了“出境品质游”新闻发布会。省城及离石、阳泉、朔州等市新闻媒体30多位记参会。香港丽星邮轮集团代表为山西商务国旅贺志勇总经理颁发了“山西代理商”证牌。山西商务国旅倡导游客明明白白消费。坚持抵制目前出境游市场的零团费，负团费严重现象及低价位吸引游客后通过在行程中增加购物店推销质次价高的产品，以及通过保证自费推出货不对版的景点来补充团款等低劣做法。让游客从根本享受到旅游的真正快乐和确保旅游尊严。     

基于游客体验的在线交付模型初探——以旅行社"自由行"产品为例

旅游网站已成为了游客出游前后必不可少的信息收集、决策辅助和意见反馈的交流平台,但传统旅游在线预订网站提供的酒店、机票产品已经呈现趋同之势。随着带薪休假制度和Web2．0时代的到来,旅游网站又迎来了新的挑战和契机。本文通过“自由行”产品的实证案例研究,结合最新的市场动态,围绕用户在线体验和Web2,0技术,探索性地提出了在线交付过程的概念模型,主张网站访问体验也属于游客体验的一部分,用户参与可影响旅游产品的再设计,并通过交付性比较、案例分析、内容分析法等实证研究,提取出高体验性的影响因子,以期提高旅游网站的设计质量,改善旅游产品的在线交付品质。     

Travel Behaviors of Mainland Chinese Visitors to Macao

This study empirically identifies variations in traveling patterns underlying the second wave of the Chinese outbound tourism market. Targeting visitors to Macao (Special Administrative Region), this study examined respondents’ traveling behaviors with data collected from three continuous large-scale surveys. Results reaffirmed the conceptually repeated, but not empirically verified, viewpoint that the Chinese market is evolving. Specifically, there has been a surging interest in self-organizing trips with smaller groups, skipping pre-trip planning, and last-minute booking (i.e. walk-ins). Conversely, mainland Chinese showed less interest in gaming-related activities. Implications and suggestions are offered accordingly.     

剖析内地旅客在澳门只作短暂停留的原因与对策

旅游(及博彩)业长期都是澳门经济的重要产业.在2003年内地"个人游"政策实施后,来澳者过半为内地旅客,可是他们平均在澳停留天数偏低.本文通过深度调查访问、问卷调查和统计分析探究及检验内地旅客决定在澳停留天数的因素.结果发现来澳目的、来澳次数、可支配收入、出入境交通工具、出入境便利性等都是重要因素.故本文提出以下对策:鼓励以商业为目的的旅客,举办季节性转变的主题活动,在内地高档场所加强宣传和推广,开拓更多的航班和航线,提高边检部门的效率等.     

The search for World Heritage brand awareness beyond the iconic heritage: a case study of the Historic Centre of Macao

The Historic Centre of Macao was declared a UNESCO World Heritage Site (WHS) in 2005. The question arises regarding the value of the designation ‘WHS’ and what it means to tourists who visit. The researchers used intercept surveys and participant observation to determine brand awareness among visitors. Regardless of how much the tourism industry and UNESCO promote the ‘brand’, if visitors are unaware of it and do not respond, the economic and cultural values may be negatively affected.

The results showed the average visitor had only a vague understanding of WHS and it was not a major motivator for their visit. However, the general theme of culture was of high interest, as was a visit to the must-see icon attraction of St Paul's Ruins (the highlight of the Historic Centre of Macao). That is, there appears to be a good level of cultural and heritage awareness but minimal WHS awareness.     

An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs. repeat visitors to a highly volatile destination

The paper examines the relationships between first-time vs. repeat visitors to a highly volatile destination in terms of destination risk perceptions, risk reduction strategies and motivation for the visit. The exploratory research question centers on possible differences in tourist behavioral profiles associated with their decision to visit a foreign destination again. Set in Israel, a highly volatile tourist destination, researchers interviewed 760 international tourists using a questionnaire classifying them as either first-time or repeat visitors. Discriminant analysis revealed that first-time visitors were characterized by human-induced risk, socio-psychological risk, food safety and weather risk. In contrast, repeat visitors were associated with the destination risk factors of financial risk, service quality risk, natural disasters and car accidents. First-time vs. repeat visitors were also compared and contrasted in terms of risk reduction strategies such as consulting with people who had previously visited specific destinations and gathering information from travel agents. Differences between first-time and repeat visitors were also found regarding motivations for the visit. Similar analyses were conducted on the three sub-groups of repeat visitors, classified in terms of number of visits.     

Those who come to pray and those who come to look: interactions between visitors and congregations

Religious tourism is a phenomenon that includes many different types of activities, from pilgrimages to visits to Notre Dame in Paris. While much of the literature relating to religious tourism concentrates on pilgrimage and those with religious intentions, little has been written of those who visit for other reasons and how these two groups interact. The aim of this paper is to explore the relationship between the congregations and visitors at two major religious sites which receive significant numbers of visitors for other than religious reasons. This paper considers the views of visitors to two cathedrals in Australia who were surveyed to find out the reason for their visit and their feelings to the religious aspects of the cathedral and the congregation. Members of the congregations were similarly asked about their position in relation to the visitors. Another issue that was canvassed with both groups was that of entrance fees being charged at the cathedrals. It was found that the congregations are happy for the visitors to attend the cathedrals and participate in worship but that many dislike being observed. Neither group reacted positively in relation to the imposition of entrance fees.     

Lifestyle Segmentation of Spa Users: A Study of Inbound Travelers to Hong Kong

Based on the increasing popularity of the wellness/spa trend and the growing numbers of inbound tourists to Hong Kong, it is crucial for spa industry experts to understand the ever-changing desires of consumers. The study aims to identify the lifestyle dimensions of international spa visitors to Hong Kong and to profile each segment based on their sociodemographic and travel characteristics. The study adopts a quantitative approach to segmenting international spa visitors in Hong Kong by lifestyle. The results of the lifestyle segmentation revealed five clusters of spa visitors. The segments are “health conscious and intellectual”, “average”, “family focused”, “pleasure oriented”, and “carefree”. It is found that the majority of travelers who visit spas in Hong Kong are health conscious and intellectual. In general, visitors prefer day spas, to visit with their partner or friends, and to enjoy body massage treatments.     

旅游地游客游憩体验与重游意愿作用机制研究——以宜兴为例

游客的重游对成熟旅游目的地的可持续发展有着重要的作用.本文在回顾了国内外重游相关研究的基础上,从宏观旅游流与微观游客行为两个层面上研究重游现象.通过滞后变量回归,发现旅游流增长存在显著滞后影响效应;通过比较宜兴重游游客和首游游客的差异,发现他们在年龄、职业、旅游地花费、旅游地停留时间、出游动机和出游影响因素等方面存在着显著差异.文章比较了不同二值响应模型对重游意愿建模的效果,并使用Logit模型参数估计值进行解释,认为导游满意度、停留时间和入游交通方式对重游意愿具有显著影响,并推导出不同影响因素之间的重游意愿发生比.最后,基于本文的研究成果,对今后宜兴旅游市场的开发提出了建议.     

AUSTRALIA'S DESTINATION IMAGE AMONG MAINLAND CHINESE TRAVELERS: AN EXPLORATORY STUDY

This study employed a multi‐faceted image assessment (MIA) framework in exploring Australia's destination image among mainland Chinese travelers. In addition to cognitive and affective image features, multi‐sensory image features were also examined. Data were collected in Beijing using focus groups comprising both past visitors and nonvisitors to Australia. No significant differences were found between the past visitor and non‐visitor groups with regard to cognitive and affective image features. However, past visitors seemed to hold more multi‐sensory image clues than their non‐visitor counterparts based on previous visit experiences. Salient cognitive image features identified included kangaroos and koalas, Australia's natural environment, iconic attractions like the Sydney Opera House, the Great Barrier Reef, and the Sydney Harbour Bridge, vastness of the land, comfortable living conditions, and lack of cultural atmosphere and historical heritage. Affectively, participants viewed Australia as a “relaxing” holiday destination. Marketing implications were discussed based on the study findings.     

Visitor attendance motivations at consumer travel exhibitions

This study identifies the major motivations of visitors for attending consumer travel exhibitions and segments visitors based on their motivations. The findings suggest that visitors to consumer travel exhibitions have multiple motivations: acquiring purchase information, being attracted by the theme, or being encouraged to visit by media coverage. Half of the visitors perceived travel fairs to be an important distribution channel through which they could get special deals on travel to desirable destinations (or at least sourcing information on travel). It seems likely that consumer travel show attendance may be closely linked with the individual leisure desires of the visitor. The study suggests two clusters: 1) Shopper cluster whose major motivation is purchasing and 2) Total Visitors whose motivation is to undertake an ongoing information search and attend seminars to maintain their awareness of new trends with the tourism industry.