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随着人们生活水平的提高,外出旅游的人数在不断增加,而旅游形式也发生了变化,“散客游”逐渐代替“团队游”成为旅游市场主体。本文在对扬州散客旅游者问卷调查和深度访谈的基础上从基本特征和行为特征两方面对扬州散客旅游者进行了深入分析。针对扬州散客旅游者需求特征给出了完善扬州旅游接待服务与设施的几点建议:加强晚间娱乐项目的建设,多开发体验性项目及民俗风情表演;设计建造主题酒店;发展旅游“慢行”交通,拓宽景点附近停车场;加强散客旅游市场调研等。
With the improvement of people’s living standards, the number of people going out to travel is on the rise, while the form of tourism has also changed. “FIT” gradually replaced “team travel” to become the main tourist market. Based on questionnaire survey and in-depth interviews with individual travelers in Yangzhou, this article analyzes in depth the basic characteristics and behavioral characteristics of individual travelers in Yangzhou. In view of the characteristics of demand of individual travelers in Yangzhou, this paper gives some suggestions to improve the service and facilities of Yangzhou tourist reception: to strengthen the construction of evening entertainment projects and to develop more experience-based projects and folk customs performances; to design and build theme hotels; to develop tourism Line "traffic, broaden the parking lot near the attractions; to enhance individual travel market research.