基于4P理论分析研究旅游业的提升空间

IAbstractUnderthebackgroundoftheboomingtourismindustryandtherapiddevelopmentofnewmediatechnology,theinfluenceofnewmediaontheshapingoftourismintentionhasattractedmuchattention.ThisstudyfocusesonthecaseoftouristsfromGuangxitravelingtoHeilongjiang,andcomprehensivelyusesliteraturereview,questionnairesurveyanddataanalysis.Byextensivelysortingouttheresearchstatusoftherelationshipbetweennewmediaandtourismintentionathomeandabroad,asolidtheoreticalframeworkisconstructed.Intheprocessofresearch,thequestionnairewascarefullydesigned,coveringthebasicinformationoftourists,theuseofnewmedia,tourismintentionandexperienceevaluation,andtheonlineandofflinesamplingmethodwasadoptedtodistributequestionnairestoGuangxiresidentswhohadtheintentiontotraveltoHeilongjiang,and377validquestionnaireswerefinallycollected.Thedataanalysisresultsshowthat,basedonthe4Ptheory,Heilongjiangtourismproductshaveroomforimprovementinoptimizationandinnovation,andthepricestrategyneedstopayattentiontotheoptimizationofaccommodationcosts.NewmediaplatformssuchasXiaohongshuandtourismAPPhavebecomeimportantinformationdisseminationchannels,andnewmediapromotionmethodshaveacertainimpactontourists,decision-making.Theconclusionshowsthatnewmediahasasignificantimpactontourism,newmediaplatformsandgovernmentdepartments.Thetourismindustryshouldstrengthentheintegrationofdigitalmarketingandproducts,newmediaplatformsshouldoptimizecontentmanagementandservices,andgovernmentdepartmentsshouldprovidepolicysupportandstrengthensupervision.Thisstudyprovidestheoreticalsupportandpracticalguidanceforthedevelopmentofthetourismindustrywiththehelpofnewmedia,andhelpstopromotethemoreefficientdevelopmentoftourismmarketinthenewmediaera.KeyWordsnewmedia,tourismintention,4PtheoryII摘要在旅游行业蓬勃发展与新媒体技术日新月异的背景下,新媒体对旅游意向塑造的影响备受关注。本研究聚焦广西游客赴黑龙江旅游的案例,综合运用文献综述、问卷调查和数据分析等方法展开深入探究。通过广泛梳理国内外关于新媒体与旅游意向关系的研究现状,构建起坚实的理论框架。在研究过程中,精心设计问卷,涵盖游客基本信息、新媒体使用情况、旅游意向及体验评价等多方面内容,并采用线上线下相结合的抽样方式,针对有赴黑龙江旅游意向的广西居民发放问卷,最终回收有效问卷377份。数据分析结果显示,基于4P理论,黑龙江旅游产品在优化创新方面有提升空间,价格策略需关注住宿费用优化,新媒体平台如小红书、旅游类APP等成为重要信息传播渠道,新媒体促销方式对游客决策有一定影响。研究发现,新媒体对旅游业、新媒体平台及政府部门均产生显著影响。旅游业应加强数字化营销与产品融合,新媒体平台需优化内容管理与服务,政府部门要提供政策支持与加强监管。本研究为旅游行业借助新媒体发展提供了理论支撑与实践指导,有助于推动旅游市场在新媒体时代实现更高效的发展。关键词新媒体；旅游意向；4P理论PAGE16ContentsTOC\o"1-3"\h\u6892Abstract i31187摘要 ii3271Introduction 5171831.LiteratureReview 661271.1DefinitionandCharacteristicsofNewMedia 686131.2CurrentResearchStatusinChina 7238051.3CurrentResearchStatusAbroad 837692.TheoreticalFramework 9180922.1TheoreticalFoundations:4PTheory 935992.1.1Product 997572.1.2Price 1080682.1.3Place 1025732.1.4Promotion 10132822.2NewMediaComplementsTraditional4PMarketingTheory 11289283.MethodsandDataAnalysis 11258553.1Methods 11136713.1.1QuestionnaireDesignandStatisticalMethodology 11296153.1.2SamplingandDataCollection 12195293.2DataAnalysis 12251773.2.1DemographicCharacteristics 12291833.2.2CharacteristicsofTourismBehavior 14310313.2.3AnalysisoftheImpactofNewMediaonTravelIntentions 15322564.ResultsAnalysisBasedon4PTheory 18106284.1ProductOptimizationandInnovation 1876294.2PriceStrategyandCompetitiveness 19120674.3ChannelEffectivenessandDiversification 20308454.4PromotionalImpactandStrategies 2132115.Implications 2119205.1RecommendationsfortheTourismIndustry 2169025.2RecommendationsforNewMediaPlatforms 2257685.3RecommendationsforGovernmentDepartments 2331013Conclusion 25References 2611202Appendix 2813631Acknowledgements 35IntroductionAtatimewhentheglobaltourismmarketisbooming,travelinghasbecomeanimportantwayforpeopletoenrichtheirlifeexperienceandexpandtheirhorizons.Atthesametime,newmediatechnologieshaveemergedlikeawave,profoundlychangingthepatternofinformationdissemination.FromtheearlyInternetportalstotoday’sdiversifiedsocialmediaplatforms,short-videoapplicationsandonlinetravelinformationwebsites,newmediahaspenetratedintoallaspectsofthetourismindustrywithitsremarkablefeaturesofstronginteractivity,fastdisseminationspeed,highprecisionandstrongintegration.Ithasnotonlybecomethekeycarrieroftourisminformationdissemination,butalsoinfluencestourists’tourismdecision-makingprocessinasubtleway,fromtheselectionoftourismdestinationstothepreferenceoftourismproducts.Theroleofnewmediainshapingtourismintentionsisbecomingmoreandmoreprominent,andithasbecomeanimportantforcethatcannotbeignoredinthedevelopmentofthetourismindustry.Atthesametime,theriseofsocialmediaplatformshasprovidedtouristswitharichersourceofinformation.Touristscannotonlysharetheirowntravelexperiences,butalsointeractwithtravelersaroundtheworldandgetinstantdestinationinformationandadvice.Thisinteractivityandimmediacymakesthetraditionalmeansoftourismpromotionfacegreatchallenges,andalsomakestourismmarketingbecomemorepreciseandpersonalized.Inaddition,astourists’needsbecomeincreasinglydiversified,thedemandforcustomizedtourismproductsisbecomingmorepronounced.Newmediaprovidestechnicalsupportforthistrend.Withtheaidofbigdataanalysisandartificialintelligencetechnology,tourismenterprisesareabletoaccuratelyidentifytheneedsofpotentialtouristsandpushouttailor-madetourismrecommendations.Intheeraofextensivepopularizationofnewmedia,itisofgreatpracticalsignificancetostudytheformationprocessofGuangxitourists’intentiontotraveltoHeilongjiangandanalyzetheroleplayedbynewmedia.Ontheonehand,ithelpsHeilongjiangtourismindustrytoaccuratelygrasptheneedsofpotentialtourists,usenewmediatooptimizethepromotionstrategyoftourismproducts,andenhancethecompetitivenessofthetourismmarket,ontheotherhand,itcanalsoprovideusefulreferencesforothertourismdestinationstoexpandthesourcemarketwiththehelpofnewmedia,andpromotethetourismindustrytoachieveinnovativedevelopmentintheeraofnewmedia.LiteratureReviewInrecentyears,studiesrelatedtotheimpactofnewmediaontourismintentionhavebeenspreadalloverthecountryandabroad.1.1DefinitionandCharacteristicsofNewMediaPengLan(2016)definesnewmediaasadigitallydriven,highlyinteractivecommunicationformcharacterizedbydecentralizationandnetworking.Beyondshapingpublicopinion,italsoinfluencesidentityandsocio-culturalchange.Itscorefeaturesincludedigitalization,interactivity,immediacy,personalization,platformization,anddeepsocietalintegration.[1]Fromtheperspectiveoftechnologicalevolution,newmediaisamediaformbuiltonthebasisofdigitaltechnology,anditscorefeaturesaredigitalization,networkingandintelligence.Unliketraditionalmediathatrelyonanalogsignalsandphysicalcarriers(e.g.,newspapers,radio,andtelevision),newmediausetheInternetasaplatformandrelyoncomputersandmobileterminalsforinformationcollection,editing,distributionanddissemination.Thistechnologicalbasishasnotonlychangedthewayofpresentinginformation(e.g.,multimediafusion,dynamicupdating,etc.),butalsogreatlyenhancedtheefficiencyandcoverageofdissemination.Intermsofcommunicationlogic,newmediahavebrokenthe"center-edge"structureoftraditionalmasscommunicationandrealizeda"decentralized"and"user-led"communicationecology.communicationecology.Traditionalmediaareinstitution-centered,andinformationisdisseminatedfromafewproducerstothepublicinonedirection,whilenewmediarelyonplatform-basedmechanisms(suchassocialnetworks,videoplatforms,andself-mediasystems)tomakeindividualusersnotonlytherecipientsofinformation,butalsothecreatorsanddisseminatorsofcontent.Thisinteractivity,participationandfeedbackisoneofthemostdistinctivefeaturesofnewmedia.Theriseoftheuser’spositioninthecommunicationchainhasledtoamorediversifiedandflexibledisseminationofinformation,aswellasarapiditerationofcommunicationcontentandforms.Thedevelopmentofnewmediaisnotonlyaresultoftechnologicalchange,butalsoareflectionofsocialandculturalchange.Againstthebackgroundoftheincreasinglycomplexsocialstructureandtheincreasingdemandforindividualexpression,newmediameetpeople’sdemandforpersonalized,instantaneousandfragmentedinformation,andatthesametime,theyhavebecomeanimportantplatformforconstructingsocialrelationshipsandidentities,participatinginpublicaffairs,andexpressingone’sownfeelings.Thefundamentaldifferencebetweennewmediaandtraditionalmedialiesinthefactthatithasnotonlychanged"howinformationisdisseminated",butalsoreshapedtheverystructureofcommunicationitself,namely,"whoisdisseminating,whatisbeingdisseminated,andwhyisitbeingdisseminated".1.2CurrentResearchStatusinChinaWiththerapiddevelopmentofnewmediatechnology,themarketingmodelandcommunicationmethodsoftheculturalandtourismindustryhaveundergoneprofoundchanges.GuoWenetal.(2024)pointedoutthatthedigitalpracticeofNetflixhitspotsnotonlychangedtourists’travelchoices,butalsoreshapedthespatialformoftouristdestinations,emphasizingtheimportanceofnewmediaintourismpromotion.[2]JieZhangandLirongKan(2024)studiedtheevolutionarycharacteristicsoftourisminformationdisseminationinthenewmediaenvironment,andconcludedthattheriseofshortvideosandsocialmediahasmadethedisseminationofinformationmorerapidandwidespread,whichgreatlyaffectsthedecision-makingprocessoftourists.[3]LiRen(2023)mentionedthatunderthenewtrendof"two-wayrunning"culturaltourismdevelopment,theconceptsandmodesofmarketinginnovationneedtobeupdatedurgently,especiallywiththehelpofnewmedia,thetraditionalmarketingmethodsarefacingchallenges.[4]YeYongandWuYijun(2023)analyzedthecharacteristicsandeffectsofshortvideosinthepromotionoflocalcultureandtourism,andconcludedthatshortvideosnotonlyenhancethepopularityoflocaltourism,butalsoenhancethesenseofparticipationandinteractivityoftourists.[5]WanShuangandZhengTong(2022),ontheotherhand,exploredthecreativecommunicationofshortvideosfordowntowntourisminthenewmediaenvironment,emphasizedtheimportanceofcreativecontentinattractingtourists,andpointedoutthatthecommunicationeffectofshortvideosiscloselyrelatedtothequalityofcontent.[6]WeiXinandGaiHongye(2024)assessedthequalityoficeandsnowtourismconsumerservicesthroughtheLSTM-IPAmodel,andconcludedthattheapplicationofnewmediacaneffectivelyimprovetourists’satisfactionandconsumptionexperience.[7]YanShuangandWangXiaomei(2024)studiedtheroleofsocialmediaincustomeracquisitionoficeandsnowtourismscenicspots,andfoundthatsocialmediacaneffectivelyattractpotentialtouristsandenhancetheexposureandattractivenessofscenicspots.[8]ZhouWentingandMaQing(2024),ontheotherhand,tooktheHarbinIceandSnowTourismFestivalasanexampletoexplorethestrategyofshortvideosintheconstructionanddisseminationofthecity’sculturalandtourismimage,andconcludedthatshortvideoscaneffectivelyshapethecity’sculturalimage.[9]LuoYing(2024)emphasizedtheimportanceofnewmediainthecreationofacity’stourismandculturalimage,arguingthatthroughnewmediacommunication,citiescanbetterdisplaytheiruniqueculturalcharms.[10]ZhaoShuhongandKongYingying(2024)exploredtheformationmechanismofmediapilgrimageandNetflixdestinationsthroughcasestudiesofZiboandHarbin,pointingoutthekeyroleofnewmediainshapingtheimageoftouristdestinations.[11]ThesestudiesprovideanimportanttheoreticalfoundationandpracticalreferenceforustounderstandtheinfluenceofnewmediaonthearrivalintentionofGuangxitravelerstoHeilongjiang.1.3CurrentResearchStatusAbroadUnderthebackgroundofglobalizationandinformatization,therapiddevelopmentofnewmediahashadaprofoundimpactontourism.Foreignscholarshaveconductedextensiveresearchontheroleofnewmediainthetourismdecision-makingprocess,mainlyfocusingonsocialmedia,onlinereviewsandtourismwebsites.Especiallyinthecontextofglobalization,streamingmediaplatformsoftenadapttheircontenttospecificmarketdemands,whichchallengesculturaldiversityandhistoricalauthenticity.AstudybyMiraçYücelBaşer,MetinKozak,andTubaBüyükbeşe(2025)examinestheintegrationofemergingtechnologiesinundergraduatetourismandhospitalitymanagementcourses.Acontentanalysisof65undergraduatecoursesrevealedthattechnologycourseshadthelowestpercentage.Thestudypointsoutthatstudentscanacquirefourtypesofskillsthroughthesetechnologies,suchasdigitaltechnology,theory,operationsandmanagement,whichmaygiverisetonewprofessionalroles,suchasvirtualrealitytourismdesigners,smarttourismdevelopersandartificialintelligencemarketingspecialists.[12]DuongCongDoanh(2025)investigatedhowparasocialinteractionsaffecttourists’intentionstoconsistentlyuseChatGPTfortravel.Itwasfoundthattourists’satisfactionandparasocialinteractionshadapositiveeffectontheirintentiontouseChatGPTconsistently,withsatisfactionplayingapartialmediatingrole.Inaddition,technologyanxietywasfoundtonegativelymoderatethedirecteffectofsatisfactionandtheindirecteffectofparasocialinteractions.[13]SmitaSingh,SoJungLee,andKenTsai(2025)examineshowsmarttourismtechnologiescaninfluencetourist’engagement,experience,andattachmenttodestinationsthroughgamificationelements.Thestudyhighlightsthatgamificationplaysakeyroleasamoderatingvariableintheapplicationofsmarttourismtechnologiestoenhancetourists’interactivityandqualityofexperience,whichinturndeepenstheiremotionalconnectiontothedestination.[14]BekeleHenokandRajSahil(2025)analyzesresearchadvancesondigitizationanddigitaltransformationinthetourismindustry.Throughasystematicanalysisoftherelevantliterature,theauthorsproposetopicsforfutureresearchandcallforscholarstofocusonhowdigitaltechnologiesarereshapingthetourismindustry’soperatingmodels,consumerbehavior,andservicedeliverytoadapttotherapidlychangingtechnologicalenvironment.[15]2.TheoreticalFrameworkBasedonthe4Pmarketingtheory,thisstudyexplorestheroleofnewmediaintheprocessofshapingtourismintention.2.1TheoreticalFoundations:4PTheoryThe4PmarketingtheorywasproposedbyJeromeMcCarthyinthe1960sandfurtherconfirmedbyPhilipKotlerinhisbest-sellingbookMarketingManagement:Analysis,PlanningandControl.ThetheorycoversthefourcoreelementsofProduct,Price,PlaceandPromotion,andemphasizesthecomprehensiveuseofthesefourelementstoachieveeffectivemarketingofproductsorservices.Inthenewmediaenvironment,theconnotationandapplicationofthe4Ptheoryhavechangedaccordingly,andithasanimportantguidingvaluefortourismmarketing.[16]2.1.1ProductInthecontextoftourismmarketing,productreferstothevarioustourismexperiencesandservicesprovidedbyatouristdestination,includingnaturallandscapes,culturallandscapes,tourismfacilitiesandtourismactivities.AccordingtoPhilipKotler,tourismproductsarenon-storableandnon-transferable.Therefore,tourismdestinationsneedtotakeadvantageofthenewmediaplatformtodisplaytheiruniquetourismproductsinamorevividandintuitiveway.Forexample,throughtheshortvideotoshowtheiceandsnowlandscapeofHeilongjiang,folkcultureactivities,etc.,soastoenhancethetourists’perceptionandinterestintourismproducts.Thenewmediaplatformcreatesabroaderdisplayspacefortourismproducts,whichenablestouriststounderstandthecharacteristicsandadvantagesoftourismproductsinadvance,andthenhasanimpactontheirtourismdecisions.2.1.2PricePriceisoneofthekeyfactorsaffectingtourists’traveldecisions.Inthenewmediaenvironment,touristsareabletoobtainpriceinformationoftourismproductsthroughmultiplechannelsandmakecomparisonsandchoices.AccordingtoPhilipKotler,pricestrategiesneedtotakeintoaccountfactorssuchascost,marketdemandandcompetition.Tourismdestinationscanreleaseflexiblepricingstrategiesthroughnewmediaplatforms,suchaslimited-timeoffers,packagedeals,earlybirdprices,etc.,soastoattracttouristsatdifferentlevels.Inaddition,newmediaplatformscanprovidepricecomparisontoolstohelptouristsbetterunderstandthemarketpricelevel,thusenhancingthepricetransparencyandcompetitivenessoftourismproducts.2.1.3PlaceChannelreferstothepathoftourismproductsflowingfromproducerstoconsumers.Inthenewmediaera,theconnotationofchannelshasbeengreatlyexpanded.Thenewmediaplatformnotonlyprovidesawiderdisseminationchannelfortourismproducts,butalsocreatesamoreconvenientbookingchannelfortourists.PhilipKotleremphasizedtheneedtotakeintoaccounttheaccessibility,convenienceandefficiencyofchannelswhendevelopingchannelstrategies.Tourismdestinationscanusesocialmedia,onlinetravelplatformsandothernewmediachannelstodirectlyinteractwithtouristsandtransactions,reducingintermediatelinksandimprovingchannelefficiency.Atthesametime,thenewmediaplatformcanalsounderstandthepreferencesandneedsoftouriststhroughdataanalysis,providetouristswithpersonalizedtourismproductrecommendations,andimprovetheconversionrateoftourists’purchases.2.1.4PromotionPromotionistheprocessofdeliveringproductorserviceinformationtothetargetmarketthroughvariousmeansandmethodstopromotesales.Inthenewmediaenvironment,promotiontoolsarebecomingmoreandmorediversifiedandpersonalized.AccordingtoPhilipKotler,theformulationofpromotionalstrategyneedstobebasedontheneedsandcharacteristicsofthetargetmarket,andselecttheappropriatepromotionaltoolsandmethods.Intourismmarketing,thenewmediaplatformprovidesawealthofpromotionaltoolsfortourismdestinations,suchassocialmediaadvertising,Netflixpromotion,shortvideomarketing,onlineactivitiesandsoon.Thesepromotionaltoolscaneffectivelyincreasethevisibilityandexposureoftourismproductsandattracttheattentionofpotentialtourists.Forexample,sharingHeilongjiang’stourismexperiencethroughNetrootsonsocialmediacangeneratemoreinterestanddiscussionamongtourists,thuspromotingthesalesoftourismproducts.2.2NewMediaasaComplementtothe4PMarketingTheoryHashem,AlbattatandValeri(2024)proposedthatnewmediashouldbeincludedintothe4PMarketingTheoryframework.Ithasthreecharacteristics:(1).Interactivity:Comparedwithtraditionalmedia,newmediacanrealizeinstantinteraction,andtouristscancommunicatedirectlywithothertourists,tourismenterprisesandscenicspotsonsocialplatforms.(2).Fragmentation:informationdisseminationismorefragmented,andtouristscanobtaintourism-relatedinformationanytimeandanywherewithoutrelyingonfixedchannels.(3).Precisemarketing:basedonbigdataanalysis,newmediacanpushcustomizedtourisminformationaccordingtousers’interestsandbehavioralhabitstoimprovethemarketingeffect.User-generatedcontent:touristscansharetheirtravelexperiencesonsocialmedia,andotheruserscanrefertotheserealfeedbackstoinfluencetraveldecisions.Thedevelopmentofnewmediabringsbrandnewopportunitiesandchallengesfortheapplicationof4Ptheoryintourismmarketing.Theinteractiveandpersonalizedfeaturesofthenewmediaplatformenabletourismdestinationstomoreaccuratelyunderstandtheneedsandpreferencesoftouristsanddevelopmoreeffectivemarketingstrategies.Forexample,throughbigdataanalysis,tourismdestinationscangrasptheage,genderandgeographicaldistributionoftourists,andprovidepersonalizedproductrecommendationsandpriceconcessionsfordifferenttypesoftourists.Inaddition,thenewmediaplatformalsoprovidesdestinationswithmoreflexiblepromotionalmethods,suchaslivestreaming,interactivegames,etc.,whichcaneffectivelyenhancetourists’participationandwillingnesstobuy.[17]3.MethodsandDataAnalysisThefollowingdescribestheresearchmethodologyanddataanalysisprocessusedinthisstudy.3.1MethodsThisstudyusesaquestionnaire,whichisbasedonthequestionnairepreparedbythepaper"ResearchonHTouristAttractionMarketingStrategy",tocollectGuangxitourists’intentiontotraveltoHeilongjiangandtheirinfluencebynewmediainaquantitativeresearch.Throughlarge-scaledatacollection,theroleofnewmediainshapingtourismintentionanditsinfluencingfactorsareanalyzed.[18]3.1.1QuestionnaireDesignandStatisticalMethodologyThequestionnaireisdesignedtocoverseveralaspects.Thebasicinformationsectioncollectstourists’age,gender,occupation,incomelevel,etc.Touristsofdifferentagegroupsandoccupationshavedifferenttravelpreferencesandconsumptionability.Thenewmediausagesectionunderstandstheplatforms,frequencyofattentionandbookinghabitsoftouriststoobtaininformationaboutHeilongjiangtourism,andclarifiestheroleofdifferentplatforms.Tourismintentionboardtounderstandtourists’interestinHeilongjiangtourism,plannedtraveltimeandexpectedexpenditure,toprovideabasisforaccuratemarketing.TourismexperienceandevaluationboardfortouristswhohavebeentoHeilongjiang,tocollecttheevaluationoftourismexperience,newmediapublicityandactualexperiencefitandtheeffectofpromotionalactivities,toassesstheeffectofnewmediamarketing.3.1.2SamplingandDataCollectionAcombinationofonlineandofflinesamplingmethodswasused.Online,thequestionnairewasreleasedthroughsocialmediaplatforms,tourismwebsitesandonlinesurveyplatforms,suchaslocalpopulargroupsinGuangxiandtourismAPPstargetingpotentialtourists.Offline,questionnairesweredistributedintouristattractions,travelagencystoresanduniversitiesinmajorcitiesinGuangxitocollectinformationfordifferentgroups.SampleselectionistargetedatGuangxiresidentswhohavetheintentiontotraveltoHeilongjiang,determinedbyscreeningquestions,focusingonsamplediversity,with400questionnairesplannedtobedistributed.Duringdatacollection,theonlinequestionnairewasreleasedthroughanonlineplatformtointroducethepurposeandrequirementsofthesurvey,offline,itwasdistributedbytrainedenumeratorswhoguidedthecompletionofthequestionnaire.Afterrecoveringthequestionnaires,preliminaryscreeningwascarriedout,invalidquestionnaireswereexcluded,datawereenteredusingthetwo-personentrymethod,anddatawerecleanedandpre-processedtoensuredataquality.Finally,377validquestionnaireswererecovered,withaneffectiverecoveryrateof94.25%.3.2DataAnalysisInordertoensurethescientificityandreliabilityoftheresearchresults,thisstudywillusestatisticalanalysissoftwaresuchasSPSStoprocessthecollectedquestionnairedata.Throughaseriesofdataanalysismethods,itaimstorevealthespecificimpactofnewmediaonGuangxitourists’intentiontotraveltoHeilongjiang.Thefollowingarethemainstepsandmethodsofdataanalysis.3.2.1DemographicCharacteristicsInthisstudy,377validquestionnaireswereanalyzedindepthtocomprehensivelyrevealthedemographiccharacteristicsofGuangxitourists(seeTable3.1).Table3.1DemographicCharacteristics项目类别人数比例性别男19451.46%女18348.54%年龄区间18岁以下174.51%18-30岁18549.07%31-50岁12132.10%50岁以上5414.32%职业企业员工13535.81%学生8221.75%公务员/事业单位人员6517.24%自由职业者4812.73%其他4712.47%月收入区间3000元以下369.55%3001-6000元6818.04%6001-10000元11229.71%10001元以上16142.71%Intermsofgenderdistribution,therewere194maletourists,accountingfor51.46%,and183femaletourists,accountingfor48.54%,withabalancedgenderratio,indicatingthatthetourismresourcesofHeilongjianghavestrongattractiontoGuangxitouristsofdifferentgenders,andthattheycansatisfythepreferencesofmenforiceandsnowadventureprograms,andofwomenfortheNortheast’sfoodandspecialculturalexperiences.Intermsofage,185youngtouristsaged18-30yearsold,accountingfor49.07%,arethemainforcefortravelingtoHeilongjiang,withcuriousvitalityandfondnessforthelocalsnowandicelandscapes,folkcultureandexcitingsnowandicesports,121touristsaged31-50yearsold,accountingfor32.1%,payattentiontothequalityandculturalconnotationoftourismandoftenvisithistoricalandculturalattractions,andtherearefewertouristsundertheageof18yearsoldandovertheageof50yearsold.Occupationaldistribution,corporateemployees135people,accountingfor35.81%ofthemost,becauseofthefastpaceofworktotakethisrelaxation,students82people,accountingfor21.75%,becauseoftheflexibilityoftimeandcuriosityandyearning,civilservantsandothers65people,accountingfor17.24%,thequalityoftherequirementsofhigh.Intermsofincomelevel,themiddleandhigh-incomegroupswithamonthlyincomeof6001-10000RMBandmorethan10001RMBaccountforalargeproportionofpeople,whoconsumewitheaseandpursuehigh-endexperience,thegroupswithamonthlyincomeof3000-6000RMBandlessthan3000RMBpaymoreattentiontocost-effectiveness.3.2.2CharacteristicsofTourismBehaviorThecharacteristicsofGuangxitourists’tourismbehaviorshowdiversefeatures,whicharecloselyrelatedtotheirpersonalpreferences,lifestylesandtourismneeds(seeTable3.2).Table3.2DistributionofTourismFrequencyAmongGuangxiTourists项目类别人数比例旅游频率从未出游5013.26%1-2次18749.60%3-5次9224.40%5次以上4812.73%出游方式自由行20554.38%与家人一起12232.36%和朋友结伴4511.94%参加旅行团51.33%停留时间1-2天8823.34%3-5天16543.77%6-10天7519.89%10天以上4913.00%Intermsoftravelfrequency,Guang