近期内未出游城镇居民的旅游障碍与目的地选择偏好研究

通过与近3年内有过国内旅游经验的城镇居民进行对比分析，本文对近3年内未出游城镇居民的旅游障碍和目的地选择偏好进行了研究。文章以城镇居民为调查对象，采用问卷调查、统计分析的方法进行实证研究，在全国15个城市发放2500份问卷，共收回有效问卷2296份，其中近期内未出游城镇居民问卷639份，然后以近期内出游者样本作为对照组，利用对比分析和非参数Ridit分析等方法分析近期内未出游者，并得出如下主要结论：（1）时间因素、经济因素、心理因素和旅游意识因素构成近期内未出游者的主要旅游障碍；（2）相比近期内出游者，近期内未出游者的经济因素、身体因素和旅游意识因素的障碍性更强；（3）近期内未出游者的目的地选择因素按偏好程度可以划分为6个层次，其中旅游安全和目的地环境是最重要的因素，但相比于近期内出游者，旅游的总费用和目的地环境条件（包括餐饮、交通等）对该群体影响更大，而核心吸引物的优劣影响则较小。在此基础上，本文还针对性地提出了市场拓展策略。

A Study on the Barriers and Destination Preference of Citizens -Not-Traveling-Recently

The"Citizens-Not-Traveling-Recently"cluster is a huge potential market.Transforming these potential tourist needs into real purchase decision-making calls for a deep understanding of their barriers and destination preference,however,it is rarely studied in the academic world.This paper takes urban residents as objects to carry on an empirical study by adopting questionnaires.Among the 2296 valid questionnaires collected,639 are"Residents-Not-Traveling-Recently".The data is analyzed by using variance analysis and non-parametric Ridit analysis methods.The conclusions are:(1) it is found that time,economy,psychology,and tourism awareness are the main tourist barriers.(2) Compared with "Tourism-consumer","Residents-Not-Travelling-Recently " cluster is mainly bared from traveling by economic,health,and tourism awareness factors,which are expressed as low income,unhealthy and passive tourism attitude.(3) The destination choice factors of"Residents-NotTravelling-Recently"can be divided into six levels of preference,and destination’s security and tourism environment are found to be the most important factors.Compared with"Tourism-consumer",total travel expenses and destination condition(including food,transportation,etc) have much stronger influence on their destination choice behavior,while the core attractions’quality shows little impacts.With the results,we also put forward some market expansion strategies.