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世界遗产是北京建设世界旅游城市重要的资源基础,而世界遗产地的旅游发展很大程度决定于游客决策。尽管我国在游客决策相关领域已有一定研究成果,但是针对世界遗产地游客决策行为的研究仍然十分欠缺。本文以北京世界遗产地游客为研究对象,基于二项Logit模型,分析探讨了游客选择的模式差异以及景点选择的影响因素。研究结果显示:①认知(“是否为世界遗产”和“是否为北京代表性景点”)影响与景点知名度成反比,北京6个世界遗产地总体可以分为三类,其中故宫主要受游客特征和旅游形式的影响,颐和园、长城、天坛同时受到认知和旅游形式的影响,十三陵和周口店仅受到游客认知特征的影响;②近距离负面影响游客对高知名度景点的选择,而短期游客会更倾向于选择高知名度景点。因而,建议加强低知名度景点的认知和景点独特性的宣传,关注重点群体,丰富旅游体验,提升景点综合竞争力。
World Heritage is an important resource base for Beijing to build a world tourist city. The tourism development in World Heritage sites depends largely on tourist decisions. Although our country has some research results in the field of tourist decision-making, the research on the decision-making behavior of tourists for world heritage sites is still very scarce. This paper takes tourists from Beijing World Heritage sites as research objects. Based on the two Logit models, this paper analyzes the patterns of tourists’ choices and the influencing factors of the attractions selection. The results show that: (1) Cognitive (Beijing is a World Heritage Site) and Beijing (Beijing is a representative site) is inversely proportional to the popularity of scenic spots, the six World Heritage sites in Beijing can be divided into three categories, of which the Forbidden City Mainly affected by the characteristics of tourists and forms of tourism, the Summer Palace, the Great Wall and the Temple of Heaven are both influenced by the forms of cognition and tourism. The Ming Tombs and Zhoukoudian are only affected by tourists ’cognitive features. ② At a short distance, tourists’ Choice, while short-term tourists will be more inclined to choose high-profile attractions. Therefore, it is suggested to enhance the awareness of low-profile scenic spots and the uniqueness of scenic spots, focus on key groups, enrich the tourism experience and enhance the comprehensive competitiveness of scenic spots.