老有所愉，助力银龄旅游乌托邦——浙江省老年人低价旅游现状与优化对策研究
Enjoying Life in Old Age, Supporting the Utopia of Silver-Haired Tourism—Research on the Status Quo and Optimization Countermeasures of Low-Priced Tourism for the Elderly in Zhejiang Province

随着疫情的开放，老年人旅游市场迎来新高潮，但低价旅游的安全性和质量引发关注。本文通过SWOT分析和文献研究设计调研框架，采用问卷调研法，对杭州市和宁波市五十岁以上老年人进行调研，旨在深入了解老年人对低价旅游的态度和需求。描述性统计分析显示，老年人在旅游中更倾向于自费，偏好适度的旅行频率，但在选择旅游产品时，更关注价格、灵活性和轻松的行程安排。城镇与农村老年人在旅游价格选择上存在差异，农村老年人更倾向于低价旅游。因子分析发现，低价旅游的自主性与风险、低成本文化体验、市场情况与隐藏消费是影响老年人低价旅游的主要因素。结构方程模型分析表明，老年人的旅游行为受收入水平和价格敏感度影响，旅游满意度和偏好会影响旅游产品选择。基于K均值聚类算法，研究构建了老年人的用户画像，发现收入一般的老年人更注重低价旅游，政府和旅行社可据此调整宣传和服务。相关研究结果希望有助于提升社会对老年人低价旅游的了解和关注度，进而采取相关措施保障老年人的合法权益。
With the opening of the epidemic, the elderly tourism market has ushered in a new boom, but the safety and quality of low-priced tourism raises concerns. This paper designs a research framework through SWOT analysis and literature research, and uses questionnaire survey to conduct a research on seniors over fifty years old in Hangzhou and Ningbo, aiming to gain a deeper understanding of seniors’ attitudes towards and needs for low-cost tourism. Descriptive statistical analyses show that older people prefer self-funding in travelling and moderate travel frequency, but pay more attention to price, flexibility and relaxed itineraries when choosing travel products. Differences existed between urban and rural seniors in their choice of travel prices, with rural seniors preferring low-priced travel. Factor analysis found that autonomy and risk of low-priced travel, low-cost cultural experience, market conditions and hidden consumption were the main factors affecting low-priced travel among the elderly. Structural equation modelling analysis showed that the travel behavior of the elderly is influenced by income level and price sensitivity, and travel satisfaction and preference affect travel product selection. Based on the K-mean clustering algorithm, the study constructed a user profile of the elderly, and found that elderly people with average incomes pay more attention to low-priced tourism, and the government and travel agencies can adjust their promotions and services accordingly. It is hoped that the results of this study will help to enhance the society’s understanding of and concern for low-priced tourism for the elderly, so that relevant measures can be taken to protect the legitimate rights and interests of the elderly.