The tourism industry is globally expanding to the point of saying "The 21st century is the era of tourism". In 2010, the number of China's outbound tourists amounted to 57.39 million with a 20.4% jump from 2009(The Chinese Outbound Tourism Annual Report, 2011). UNWTO(Tourism 2020 Vision, 2003) projects that about 100 million Chinese people will travel abroad in 2020, which makes China the fourth largest outbound tourism market behind Germany, Japan, and the US in order. Along with this projection, an effective strategy to attract Chinese tourists is becoming an important theme for the national inbound tourism policy in every county around the world. According to the statistics(The Dalian Tourism Statistics Fact Sheet; from the Ministry of Tourism in Dalian, China, 2010, the number of outbound travelers among Dalian citizens increased from 130,000 in 1993 to 710,000 in 2000, and to 15.12 million in 2010, which indicates a rapid growth of the tourism industry in this city. In this background, the purpose of this study was defined as follows.Targeted at the citizens residing in Dalian, China, this study aims to understand the attributes of their travel preferences, analyze what characteristics they display in the selections of travel attraction types according to segmented groups, and based on those analysis results, identify how the selections of tourist attraction types differ according to demographic characteristics. The above study results are expected to enhance the tourism quality for China's Dalian citizens, and furthermore, contribute to tourism-related academic advancement and the development of the tourism industry in the Dalian region. To this end, three study questions were set up as follows.Firstly, "What are the attributes in the selections of tourist attractions preferred by China's Dalian citizens in order of importance?"Secondly, "Are there any differences in the selections of tourist attraction types according to the travel preference groups segmented of China's Dalian citizens?"Thirdly, "Are there differences in the selections of tourist attraction types according to the demographic characteristics of China's Dalian citizens?"In order to research on the above three study questions, among many theoretical contexts, this study employed a theoretical consideration on the attributes of tourist destinations, a theoretical consideration on the selection of tourist destination types, and an understanding on China's city Dalian as the subject of research. In this study, total 259 questionnaire copies were collected from January 22 to January 31, 2012 from the pool of Dalian citizens who had resided in the city over one year. To fulfill the purpose of this study, PASW 18.0 was employed as a tool. As for the analysis methods to fulfill the study purpose, frequency analysis, factor analysis, reliability analysis, cluster analysis, t-test analysis, and one-way ANOVA were adopted. The results of such analyses are derived as follows.As the results on the first question, China's Dalian citizens were revealed to most prefer overseas destinations as a type of tourist attraction. This was followed by the sightseeing of natural sceneries > recreational tourism > historic site tourism > food tourism > sport tourism > culture/art tourism > theme parks > urban tourism > eco-tourism > adventure tourism > shopping tourism > festival tourism > experiential tourism > gambling tourism including casino.The results on the second question confirmed the existence of certain differences in the selections of tourist attraction types according to different travel preference groups among China's Dalian citizens. In specific, eco-tourism, festival tourism, food tourism, recreational tourism, urban tourism, gambling tourism including casino, shopping tourism, sport tourism, and overseas tourism revealed the highest preferences by the group of travellers who pursue transportation and pricing as priority. On the other hand, culture/art tourism, historic site tourism, and the sightseeing of natural sceneries were most preferred by the group of travelers who pursue tourism resources as priority. The results on the third question exhibited differences by gender in the selections of tourist attraction types according to the demographic characteristics of China's Dalian citizens in eco-tourism, shopping tourism, and sport tourism. Meanwhile, differences by age were detected in eco-tourism, theme parks, culture/art tourism, historic site tourism, recreational tourism, gambling tourism including casino, adventure tourism, overseas tourism, and sport tourism. Additionally, the selections of tourist attraction types displayed differences by occupation in festival tourism, culture/art tourism, historic site tourism, the sightseeing of natural sceneries, gambling including casino, adventure tourism, overseas tourism, and sport tourism. As for the influences of income levels on the selections of tourist attraction types, differences were observed in eco-tourism, culture/art tourism, historic site tourism, and the sightseeing of natural sceneries. Differences in the attributes of travel preferences and the selections of tourist attraction types according to individuals, which were derived by conducting the segmentation on the attributes of travel preferences and the selections of tourist attraction types for Dalian citizens, may be highly meaningful results academically. In particular, compared with South Korea, similar studies to the present work haven't been undertaken on the tourism industry in Dalian, China. In light of this, the results of this study are considered as very encouraging. This study produced the results that the selections of tourist attraction types are influenced by differentiated groups of high similarity when individual travelers are grouped according to their travel preferences. Such results indeed suggests that the segmentation of the tourism market is possible. In addition, another study results that the attributes of tourist destinations vary according to demographic characteristics are likely to be of paramount importance in the marketing field which places emphasis on demographic characteristics. In conclusion, demographic characteristics such as age, income, and occupation are influencing the preferences on tourist destinations. Therefore, such characteristics can be used for tourist destinations to market themselves within the tourism industry. If relevant results are reflected in the industry, this will enhance not only the quality of travel agencies, but also the quality of travels perceived by tourists themselves. In other words, marketers are required to put forth efforts to maximize profits through market segmentation and advertising by taking into account demographic characteristics for an effective operation of the tourism industry.
“21世纪是观光的时代”,目前,观光产业在世界上占据着越来越重要的地位。2010年,中国的海外观光企划者人数达到了5739万人,比2009年增长了20.4%(中国出境旅游年度报告,2011)。根据UNWTO(Tourism 2020 Vision, 2003)的预测,到2020年将会有大约一亿的中国人去海外旅游,而中国将有望成为继德国,日本,美国后的世界第四位海外观光企划者市场,有效率的维持中国游客的战略将成为世界所有国家的国内观光企划政策中的重要主题。 根据中国大连市观光部的统计(大连旅游便览,2010)数据表明,1993年,大连市民的海外旅游人数为13万人,2000年为71万人,2010年增加到1512万人,从而可见观光业正在以非常快的速度生长着。 本研究的研究目的有以下几点: 以在大连居住的市民为研究对象,把握他们喜欢的旅行种类,不同的集团在选择观光地类型的时候会出现怎样的差异?通过这样的研究结果,提高大连市民的观光质量,发展与观光有关的学术,以及促进大连地区的观光产业。为了达成这样的目标本研究的研究问题主要有以下3点: 1.“大连市民喜欢的旅行地种类顺位?” 2.“不同集团的大连市民在选择观光地类型的倾向上是否存在差异?” 3.“大连市民的人口统计学的特性的不同在选择观光地类型的倾向上是否存在差异?” 为了研究这3个问题,本研究在理论性背景中通过对观光地属性的理论性考察,观光地类型选择的理论性考察,调查研究地大连的理解等进行了研究分析。本研究是于2012年1月22日到2012年1月31日对在大连居住了1年以上的市民进行了259份调查。为了实现研究的目的,利用PASW 18.0进行了频率分析,要因分析,信度分析,集团分析,t-test分析,还有one-way ANOVA等分析。 分析结果如下: 第一个问题,大连市民喜欢的观光地类型顺位的研究结果是:海外观光>自然景观观赏>修养观光>文化古迹观光>饮食观光>运动观光>文化/艺术观光>主题公园>城市观光>生态观光>冒险观光>购物观光>庆典观光>体验观光>赌博观光。 第二个问题,不同集团的大连市民在选择观光地类型的倾向上是否存在差异的研究结果是:选择生态观光,庆典观光,饮食观光,修养观光,城市观光,赌博观光,购物观光,运动观光,海外观光的大连市民,都是交通和价格优先的追求者;喜欢文化/艺术观光,文化古迹观光,自然景观观赏的大连市民,都是观光资源优先的追求着。 第三个问题,大连市民的人口统计学的特性的不同在选择观光地类型的倾向上是否存在差异的研究结果是:根据性别的不同出现差异的有:生态观光,购物观光和运动观光;根据年龄的不同出现差异的有:生态观光,主题公园,文化/艺术观光,文化古迹观光,修养观光,赌博观光,冒险观光,海外观光和运动观光;根据职业的不同出现差异的有:庆典观光,文化/艺术观光,文化古迹观光,自然景观观赏,赌博观光,冒险观光,海外观光和运动观光;根据收入的不同出现差异的有:生态观光,文化/艺术观光,文化古迹观光和自然景观观赏。 把大连市民喜爱的旅行属性和观光地类型选择细份化,每一个人喜爱的旅行属性和观光地类型的选择都不同,这个结果对学术界是非常有意义的。特别是在和韩国进行比较的时候,有关大连的观光产业和相关的类似研究目前还没有完全成熟的状态下,本研究的研究结果是值得鼓舞和肯定的。