基于性别差异的旅游行为实证研究——以新疆入境欧美旅游者为例

以性别为分析点,明确男女旅游者之间的行为差异所在,以便于对新疆旅游市场的开拓和稳固有所帮助。运用偏好度指数量化分析了新疆入境欧美游客对各个项目的选择偏向性,再运用差异度指数量化分析了男女游客针对某个项目的选择差异性。数据分析结果体现在3个方面：旅游认知行为、旅游消费行为和旅游决策行为。最后运用差异性分析结果,以性别为细分原则,对新疆旅游客源市场的营销提出针对性策略。

An Empirical Study on the Different Behavior Between Male and Female Tourists

It is important to analyze the different behavior between male and female tourists who came from Europe and America to explore and stable the Xingjiang tourism marketing.In this paper,the writer uses the preference scale to analyze the tourist behavior and use the difference index to analyze the differences quantitatively.The analysis results of the survey data reflect in the following three aspects： choice bias in travel behavior,the cognition in travel consumption and decision-making behaviors.The differences behavior in virtue of gender differences analyzed in this study will help to divide tourism market in the development of Xinjiang and give some suggestions to market.