九寨沟国内旅游者行为特征初步研究及其意义

九寨沟国内旅游流表现为九寨沟与几个地域结点间的线状季节性流动。旅游者的行为属性特征（如年龄、文化程度、职业、收入和偏好等）对其所获取的感知映象、行为动机与决策、实际行为在目的地的时空分布格局有决定性意义，而旅游地高质量的风景资源、文化特征、设施水平及居民态度会促使潜在旅游者产生由感知-动机-决策-旅游的良性循环，并影响旅游流的发展（壮大或分散）。本文通过实际问卷调查分析，揭示了九寨沟旅游流的结点特征与现状以及国内旅游者的行为特征，提出开拓客流市场的建议性措施，并强调了形象与定位对山区旅游开发的理论与实践意义。

A STUDY ON THE CHARACTERISTICS OF DOMESTIC TOURISTS'' BEHAVIOR TO JIUZHAIGOU AND IT''S SIGNIFICENCE

Domestic tourists'flow to Jiuzhaigou is expressed as the linear and sea sonal flow between several nodes.Based on case studies,this paper identifies some regularities:(a)Tourism image of the destination and tourists' preference are essential to their perception, cognition and decision; (b)Tourists' attributes (age, educational background,occupation and income,etc.) have effect on their preference and destination's decision; (c)The tourists' decisions are correlated with their economic ana lysis following their perception,preference,and motive; (d)The domestic tourists to Jiuzhaigou mainly select summer holiday and some festivals,which was the result of some causes.Then the peper emphasizes the importance of the image's decision of tourism destination.