为了从旅游扶贫视角研究游客对张家口冬奥会的认知度并提出相关扶贫措施,采用SPSS定量研究和因子分析的方法,对游客旅游行为及相关满意度、认知度进行实地调查分析.结果表明:张家口主要客源市场为京津冀,青壮年旅游者占比最多,为57.1％,参加活动类型限于观光度假;张家口旅游资源开发分散,缺乏自身定位,没有充分发挥冬奥会举办地的优势;建议从发展自驾游、突出地区特色、减少同质化竞争及提高贫困人口参与能力等方面发展旅游扶贫,助力张家口精准脱贫,实现当地的乡村振兴.%In order to study the tourists' cognition about Zhangjiakou Olympic Winter Games from the perspective of tourism poverty alleviation and put forward relevant measures for poverty alleviation,this research conducted field surveys about tourist's travel behavior,relevant satisfaction and cognition in Zhangjiakou by SPSS quantitative analysis and factor analysis.Results showed that the main tourist market of Zhangjiakou was Beijing-Tianjin-Hebei,and the tourists were mainly middle-aged and young people,the type of tourism was limited to sightseeing vacations.Zhangjiakou tourism resources development were decentralization and lack its own position,and did not completely take the advantages of the host of Winter Olympics.Based on our survey,this paper proposed that Zhangjiakou should develop self-driving tours,highlight regional characteristics,reduce the homogenization competition,and improve the ability of poor people to participate,in order to achieve precise poverty relief and rural rejuvenation.
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