关 键 词 :CityWalk;消费者;消费意愿;Logistic模型;青年群体学科分类:经济学--旅游经济学
作为一种新兴的城市旅游方式——城市漫步(CityWalk),结合健康、休闲、文化和娱乐元素,受到青年群体青睐。虽然目前国内外学者对 CityWalk的研究已经取得了一定的成果,但对于影响 CityWalk消费意愿的因素仍需深入探究。文中以广东省肇庆市为例,深入调查研究青年群体选择 CityWalk消费意愿的影响因素,为CityWalk的商业价值和行业生态提供参考,旨在帮助相关企业和政府部门了解市场现状,划分不同消费群体并提供针对性对策,促进旅游产业的发展。课题组基于短视频平台评论数据的文本,通过爬虫技术挖掘出消费者对产品的关注点,基于多元Logistic模型分析数据,对CityWalk活动商家、政府部门提出了若干政策建议。应加强个性化需求服务,注重提升消费者体验质量;做好数据分析与市场研究;规范市场秩序,完善体制机制;加大宣传与推广;重视文化保护与传承,营造友善的旅游环境等。
As an emerging form of urban tourism, CityWalk combines elements of health, leisure, culture, and entertainment, and is favored by young people. Although domestic and foreign scholars have achieved certain results in their research on CityWalk, further exploration is still needed on the factors that affect CityWalk's willingness to consume. Taking Zhaoqing City, Guangdong Province as an example, this article conducts an in-depth investigation and study on the influencing factors of young people's willingness to consume CityWalk, providing reference for the commercial value and industry ecology of CityWalk. The aim is to help relevant enterprises and government departments understand the current market situation, divide different consumer groups, and provide targeted countermeasures to promote the development of the tourism industry. The research group is based on the text of short video platform comment data, using web scraping technology to mine consumer concerns about the product. Based on a multivariate logistic model to analyze the data, several policy suggestions are proposed for CityWalk event merchants and government departments. We should strengthen personalized demand services and focus on improving the quality of consumer experience; Conduct data analysis and market research; Standardize market order and improve institutional mechanisms; Increase publicity and promotion; Emphasize cultural protection and inheritance, and create a friendly tourism environment.