文献类型：期刊文献

中文题名：徒步旅游者的行为模式演化及群体特征分异——基于“方法-目的链”理论的解释

英文题名：Change of Behavior Patterns and Differentiation of Group Characteristics of Hiking Tourists: Explanation Based on Means-End Chain Theory

作者：王章郡[1];温碧燕[1];方忠权[2];梁明珠[1]

第一作者：王章郡

机构：[1]暨南大学旅游管理系;[2]北京联合大学旅游学院

第一机构：暨南大学旅游管理系,广东广州510632

年份：2018

卷号：33

期号：3

起止页码：105-115

中文期刊名：旅游学刊

外文期刊名：Tourism Tribune

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2017】；社科基金资助期刊;CSSCI:【CSSCI2017_2018】；

语种：中文

中文关键词：徒步旅游;行为模式;群体特征;方法-目的链;武功山

外文关键词：hiking tourism; behavior patterns; group characteristics; means-end chain theory; Wugong Mountain

摘要：文章以中国典型徒步旅游地武功山为例,首先基于纵向GPS数据,运用地理统计方法揭示了徒步旅游者的行为模式演化规律;其次根据与GPS关联的用户信息,分析了徒步旅游者的群体特征差异;最后基于网络文本数据,运用内容分析法从方法-目的链理论视角探讨了这一现象发生的内在机理。结果表明:(1)徒步旅游者行为模式呈现出大众化的趋势。徒步范围逐渐缩小,设施利用明显增加,徒步难度显著下降。(2)徒步旅游者群体从户外精英变得日趋大众化。徒步旅游者的客源地逐渐分散,女性比例明显提高,徒步经验显著下降。(3)武功山徒步环境的巨大变化导致了人们对其徒步价值认知的改变。徒步旅游的价值经历了"实现自我""标榜身份""逃避现实"3个阶段,不同阶段徒步旅游者对徒步旅游价值的认知差异是造成其行为模式演化和群体特征分异的原因。(4)虽然徒步旅游呈现出大众化趋势,但与大众旅游仍有明显的差异。
Hiking has recently become a fashionable tourism pursuit in China. Hiking tourism has gradually become an important market segment in certain nature-oriented destinations. Research on the behavior patterns and group characteristics of hikers can be helpful for improving the management of tourist destinations. This paper took the Wugong Mountain, a greatly popular hiking destination in China, as an example for investigating recent changes in hiking tourism. First, based on GPS data covering from 2008 to 2016, a geostatistical method was used to analyze the evolution of hikers＇ behavior patterns. Based on information related to GPS trails the changes of group characteristics of hikers at different stages were then studied. Finally, key terms were extracted from network log data of hikers, covering from 2003 to 2016, and means-end chain theory was used to reveal the internal mechanism of this phenomenon. This yielded some conclusions. Behavior patterns separating hikers from tourists are unclear. The range of activities of hikers was found to be contracting. Hikers＇ use of facilities has gradually increased. The difficulty involved in hiking has been significantly reduced. Hiking tourists are becoming more diversified, ranging from highly experienced younger people to enthusiastic amateurs, along with wide participation by females with little experience hiking. This is evidence that hiking is becoming a widespread activity in China, and this finding is of great practical significance. Not only professional mountaineers but also amateurs are now widely taking part in this pursuit. Hiking tourism is a non-negligible market segment, and hikers show a tendency toward personal pleasure. They prefer to use ropeways, enjoy staying at inns rather than camping, and they also use other commercial facilities extensively. These observations will help destination managers change their thinking toward hikers, as well as their concern about the economic benefits that hikers may generate. It is notable that the range of hiking activities is advancing from the original venue, the environment, to core tourist attractions. Hikers will come to compete with mass tourists for certain spaces. Based on means-end chain theory, it seems evident the value of hiking in the Wugong Mountains gives experiences in three stages： self-realization, self-identification, and escape. Awareness of these will assist marketing for hiking destinations. Such destinations can develop different marketing strategies to attract specific groups of hikers in accordance with the stage of development. Although hiking tourism is increasingly resembling mass tourism, the two remain different. Unlike mass tourists, hikers are reluctant to choose the main entrance as the beginning. They typically begin to hike from remote villages and trek long distances. Hikers also have a strong sense of self-identity. They enjoy the fun of walking, are glad to share, pursue the unique, and regard hiking as a valuable experience in life. Hikers are therefore a special market segment, and play an irreplaceable role in stimulating development of periphery villages in hiking destinations.