沈阳老龙口酒博物馆游客行为特征分析

博物馆是现代旅游产业中浓缩文化的旅游资源。以沈阳老龙口酒博物馆为例,采用问卷调查与访谈方法,对老龙口酒博物馆游客所具有的人口统计学特征、消费特征、需求特征以及游客感知特征方面进行研究,结果表明,老龙口酒博物馆游客的学历和收入较高。性别以男性为主,年龄以中老年为主,职业中离退休人员占很大比例。游客以沈阳市民为主,对市外游客的吸引力小。游客的消费水平在101～300元之间。大多数游客慕名而来,获取信息的途径主要靠亲朋的推荐,这说明博物馆经营者不注重博物馆产品的宣传、促销。从老龙口酒博物馆游客的感知特征来看,游客最感兴趣的展区是酒文化和酿酒老作坊展区,游客的满意度和重游意愿距理想状态还有一定的差距。

The Behavioral Features of the Visitors to the Laolongkou Spirits Museum in Shenyang

In modern tourism industry,a museum is a kind of important tourism resources in which culture is concentrated.Taking the Laolongkou Spirits Museum in Shenyang for case,such methods as questionnaire and interview were adopted to attain data.Four key aspects of the domestic tourists＇ behavior were analyzed： the demography characteristics,consumption characteristics,demand characteristics and perception characteristics.The result showed that the visitors to this museum were better educated and had higher income,of whom male visitors took the majority;most visitors to the museum were middle-aged,old-aged,retired,and native;and the museum was little attractive to non-native tourists.The result also showed that the consumption level of visitors to there was between 101 and 300 Yuan（RMB）.It was also showed that recommendation from friends and relatives was the main channel through which visitors were able to get the information on the museum,which suggesting that the museum managers had failed to pay much attention to giving publicity and promotion to the museum products.In addition,the result showed that most visitors showed a greater interest in the wine culture exhibition and the old wine-making workshop.Furthermore,the result showed that the museum still has a long way to go to visitors＇ complete satisfaction and wish for revisit.