Study on the Tourism Activeness of Chinese Urban Residents
Releasing the potential of tourism consumption and promoting the tourism industry to achieve effective qualitative improvement and reasonable quantitative growth are the realistic needs for the development of China's tourism industry at present.This paper proposes the concept of tourism activeness and evaluation indexes,and applies large-sample questionnaire data to quantitatively study the differentiation patterns of Chinese urban residents'tourism activities and the characteristics of subdivided groups.The core content of the questionnaire has two parts:the first part is the target scenic spots.The higher the number of respondents visits the target scenic spots,the more active they are in tourism,conversely,the less active they are in tourism.The second part is demographic characteristics.The case cities are Beijing,Shanghai,Changchun,Wuhan,Xi'an,and Chengdu,representing cities with different levels of socio-economic development located in the eastern,central,and western China,respectively.The later validated cities are Taiyuan,Datong,Lyuliang,Jincheng,Gaoping,and Gujiao,representing cities with different levels of administrative hierarchy and socio-economic development.The main conclusions are as follows.1)The population distribution of tourism activeness is exponential,and the mean and median values of tourism activeness in the six case cities are not high.It is found that tourism activeness can be used as a new posterior segmentation variable for tourism market segmentation.2)The Chinese urban residents'tourism activities are differentiated by the"two-five law"and the"five-eight law",i.e.,the top 20%of urban residents in terms of tourism activeness has completed 50%of all tourism activities,and the top 50%have completed 80%of all tourism activities.3)The demographic characteristics of the tourist active and inactive groups among Chinese urban residents are structurally similar and skewed,and characteristic attributes such as age,income,family life cycle,occupation,education level,and marital status all have different degrees of influence on tourist activeness.4)The active tourists in the same demographic cluster can be divided into four subgroups.5)The travel radius of the active group is 500 km larger than that of the inactive group,which is 100 km larger than that of the new"Wu curve"and twice as large as that of the old"Wu curve".The findings of the study have implications for targeted tourism market segmentation,demand forecasting and marketing.At the theoretical level,this study deepens the understanding of changes in tourism demand and groups differentiation characteristics of Chinese urban residents and makes the relevant research conclusions about"Wu curve"more accurate.At the practical level,this study found that there is no significant relationship between travel radius and urban population size and administrative level.The demographic characteristics attributes other than gender are all important influencing factors of tourism demand.Dividing tourist groups and types based on demographic characteristics is correct,but full attention should be paid to the structural deviation between active and inactive groups.Further division should be made into golden,silver,bronze,and iron subgroups in active group.Overall,because the tourism needs of China's urban residents are not greatly satisfied,the development of China's tourism industry is promising.
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