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通过在丽江主要景区和交通枢纽随机抽样调查的方式获得赴丽江自由行的游客样本352份,在运用数理统计分析等技术手段后,揭示了自由行游客的基本特征、行为特征和对丽江旅游的满意度状况。研究结果在丽江旅游市场营销战略的制定上有较大的指导意义。
Through the random sampling survey in the main scenic spots and transportation hubs of Lijiang, 352 samples of free trips to Lijiang were obtained. After using mathematical statistics and other technical means, the article revealed the basic characteristics and behavioral characteristics of free-riders and the tourists’ Satisfaction status. The research results have great guiding significance in the formulation of Lijiang tourism marketing strategy.