Study On The Cultural Tourism Willingness Of The Elderly In Chongqing And Its Influencing Factors

In recent years,the development of cultural tourism has been valued by the government and favored by the public.As a new tourism development model,cultural tourism can meet the quality life needs of all residents for sightseeing and leisure.On the other hand,the development of cultural tourism is an important means for the development of global tourism.Therefore,it has become a pursuit of the whole society to seize the opportunity and develop cultural tourism.Compared with other tourism subjects,the elderly prefer cultural tourism,which is an important part of the cultural tourism market.Under the circumstances that China’s old-age security system is becoming more and more perfect,the elderly is transforming the old concept of “heavy savings and light consumption”,which makes the cultural tourism market for the elderly develop rapidly.In order to comply with the development trend of cultural tourism,taking Chongqing as an example,this paper selects the elderly group in the city as the main body of the survey,and uses questionnaire survey to analyze the influence factors of the cultural tourism willingness in the city.360 valid questionnaires were selected in the questionnaire.All the samples were processed by SPSS19.0 software.The data obtained from the questionnaire was analyzed by binary logistic regression.The conclusions of this study were obtained.The conclusions are as follows: Nearly 73% of the 360 respondents expressed their willingness to choose cultural tourism.They prefer to short-term travel,travel on legal holidays,and their main purposes on cultural tourism are willingness,sightseeing,leisure and food.The most significant factors are: monthly average income,education,travel frequency,specialty food,tourist accommodation,cultural tourism infrastructure,and family or friends whether to participate in cultural tourism.Finally,based on the above analysis and summary,the countermeasures and suggestions for expanding the tourism market of the elderly in Chongqing are put forward: First,strengthen the construction of cultural tourism system.According to the needs of the elderly,the government will increase the support for tourism enterprises;Second,improve tourism Service elements,providing economic,healthy,safe and comfortable accommodation for the elderly,develop affordable tourism products,design short-distance refining tour lines,and arrange simple puzzle tourism activities;Third,carry out tourism marketing for the elderly,strengthen suitable for the promotion of tourism products for the elderly,expand the marketing channels for tourism products,formulate reasonable product prices,and improve the promotion strategies for tourism products;Fourth,improve relevant infrastructure,build public rest areas,public toilets,and parking lots that meet the needs of the elderly Infrastructure such as trash cans.