对500位有过文化旅游经历或具有文化旅游动机的旅游者进行问卷调查,其中有效问卷为466份.运用SPSS19.0对问卷收集数据进行因子、Pearson相关及回归分析,结果显示:旅游者的文化旅游决策受宣传推广、价格水平、文化内涵、环境氛围和情感需求五大因素影响,且这五大因素都与旅游者文化旅游决策存在显著相关关系.只有加强文化旅游宣传推广力度,挖掘与提升文化旅游景区的文化内涵,营造良好的文化旅游环境氛围,完善文化旅游市场价格形成机制才能提高旅游者的文化旅游决策质量.%A survey was conducted among 500 tourists with experience in or motivation for cultural tourism,and 466 questionnaires were valid.The data was analyzed with SPSS 19.0 for factor analysis,Pearson correlation and regression analysis.The results show that tourists'decision-making in cultural tourism is influenced by five factors,including publicity and promotion,price level,culture and environment of the place, and emotional demands of the tourists, and that the five factors have significant correlations with tourists' decision-making in cultural tourism. Only by strengthening the publicity, exploring and promoting the cultural connotation of the tourist attractions, creating good environments, perfecting pricing mechanism in the markets, can the quality of tourists' decision-making be improved.
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