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鉴于广州在广东省的重要地位,本文选取广州为研究对象,在简要地分析了广州文化旅游的供给之后,采用问卷调查的方法,讨论和检验了广州文化旅游的需求现状。问卷调查内容包括对广州文化游客及非文化游客基本情况的了解,同时也涵盖消费者需求的主要方面,如购买动机、购买心理及满意度等。结果显示:广州发展文化旅游应在刺激游客自身对历史文化需求的基础上,着重利用供给等外部因素拉动文化旅游市场。文章的最后对广东建设“文化大省”提出了几点建议。
In view of Guangzhou’s important position in Guangdong Province, this article chooses Guangzhou as the research object. After a brief analysis of the supply of Guangzhou’s cultural tourism, this paper uses questionnaires to discuss and test the current situation of Guangzhou’s cultural tourism. The questionnaire survey included an overview of the basic situation of cultural tourists and non-cultural tourists in Guangzhou. It also covered the main aspects of consumer demand, such as purchase motivation, purchasing psychology and satisfaction. The results show that: on the basis of stimulating tourists’ own needs for history and culture, the development of cultural tourism in Guangzhou should focus on the utilization of external factors such as supply to promote the cultural tourism market. Finally, the article puts forward some suggestions on how to build “a big cultural province” in Guangdong.