CAJ | 학술논문

大众对文化和精神的消费需求为文化创意产业的发展提供了广阔的市场前景,世博会就是文化创意旅游产业在特定空间高度集聚而成的产物。文章基于旅游者的问卷调查,从核心内容和衍生产品两方面对上海世博会文化创意旅游需求及其差异性进行分析。结果显示,旅游者对文化创意旅游需求呈现多元性、娱乐性、符号性、实用性和虚拟性体验的趋势。在核心内容的需求方面,旅游者需求较高的依次为：展馆、文化演艺活动和论坛;在衍生产品的需求方面,旅游者对特许旅游纪念品中的世博护照、海宝和世博纪念徽章的需求较大,对出版发行服务中地图的需求较多,对网络文化服务的需求度正逐步提高。分析发现,基于不同的人口统计学特征和旅游行为特征,旅游者文化创意旅游需求存在显著差异,主要体现在年龄和月均收入因素的影响,而性别、职业、文化程度、进园次数和出游方式的影响较小,文章并据此探讨未来文化创意旅游的发展方向。
대음대문화화정신적소비수구위문화창의산업적발전제공료엄활적시장전경,세박회취시문화창의여유산업재특정공간고도집취이성적산물。문장기우여유자적문권조사,종핵심내용화연생산품량방면대상해세박회문화창의여유수구급기차이성진행분석。결과현시,여유자대문화창의여유수구정현다원성、오악성、부호성、실용성화허의성체험적추세。재핵심내용적수구방면,여유자수구교고적의차위：전관、문화연예활동화론단;재연생산품적수구방면,여유자대특허여유기념품중적세박호조、해보화세박기념휘장적수구교대,대출판발행복무중지도적수구교다,대망락문화복무적수구도정축보제고。분석발현,기우불동적인구통계학특정화여유행위특정,여유자문화창의여유수구존재현저차이,주요체현재년령화월균수입인소적영향,이성별、직업、문화정도、진완차수화출유방식적영향교소,문장병거차탐토미래문화창의여유적발전방향。
Mass demand for cultural and spiritual consumption has provided broad market prospect for the development of cultural creative industries. Currently tourism industry is confronting with the upgrade of cultural taste and transition of development model. The World Expo is a product highly agglomerated with cultural creative tourism industries in a peculiar space. The paper, based on the questionnaire survey from tourists, makes an analysis of the demand for cultural creative tourism and its differences from the two aspects of core content and derivative products. The results show that the demand for tourists＇ cultural creative tourism presents the trend of diversity, entertainment, symmetry, practicability as well as virtual experiences. In terms of the demand for core content, tourists＇ demand ranges from exhibition hails, cultural art activities to forums and in terms of the demand for derivative products, tourists have higher demand for some franchise tourism souvenirs such as Expo passport, Haibao and Expo commemorative badges and higher demand for publishing and issuing service is the map. Demand for network cultural service is being gradually improved. The analysis finds that there exist significant differences in tourists＇ demand for cultural creative tourism based on different demographic features and tourism behavior characteristics, which is mainly embodied in the influences of ages and monthly income, while gender, occupation, educational background, entering times and ways of travel have less influences. Hence the development orientation for future cultural creative tourism is discussed.