银发旅游市场调研及供给适应性建议——以九江市为例

Research on the Silver Hair Tourism Market and Suggestions for Supply Adaptability—A Case Study of Jiujiang City

摘要: 进入21世纪，中国人口老龄化加剧，银发旅游市场潜力巨大，刺激银发经济快速发展，给旅游景区带来了巨大的机遇和挑战。采用问卷调查法对九江市银发旅游市场进行调研发现：银发群体旅游需求强烈，比较偏爱自驾游，中短途旅游行程最受欢迎，倾向于文化底蕴、能深度参与体验的旅游产品，要求旅游过程服务质量高、景区适老化设施有保障等，并对九江市旅游供给侧提出了适老化建议。

Abstract: Entering the 21st century, the aging of the population in China has intensified, and the potential of the silver-haired tourism market is huge, stimulating the vigorous development of the silver-haired economy. At the same time, it brings significant opportunities and challenges to tourist destinations. A survey is conducted using a questionnaire to investigate the silver tourism market in Jiujiang City. Research has found that the silver-haired population has a strong demand for tourism, preferring self-driving tours. Short and medium-distance travel itineraries are the most popular. They tend to prefer tourism products with rich cultural heritage and opportunities for deep participation and experience. They require high-quality service during the travel process and guaranteed age-friendly facilities in scenic spots. And some suggestions for supply-side aging adaptation in Jiujiang City have been put forward in this paper.