代际差异视角下家庭反向旅游消费特征与发展策略研究

A Study on the Consumption Characteristics and Development Strategies of Family Reverse Tourism from the Perspective of Generational Differences

摘要: 反向旅游作为国内文旅市场新兴出行模式，核心是避开网红热门景区、转向县域小城、小众古镇与非高峰城市，以低拥挤度、高性价比、松弛体验为核心优势。当前由60后祖辈、80/90后父母、10后孩童构成的三代同堂家庭，已经成为反向旅游核心客群。不同代际人群成长环境、收入水平、健康条件与价值诉求存在显著代际割裂，直接左右家庭目的地选择、预算分配、娱乐偏好与行程整体决策逻辑。本文依托现有家庭旅游、代际消费、反向旅游相关文献资料，结合文旅行业真实运营数据，系统梳理三代群体差异化旅游消费行为，总结代际博弈与调和之下家庭反向旅游的统一消费规律，挖掘当前小众目的地全龄适配供给短板，从产品打造、定价体系、配套升级、精准营销四大维度提出针对性发展路径，为县域文旅经营者提供理论支撑与实操方案。

Abstract: As an emerging travel model in China’s cultural tourism market, reverse tourism is characterized by avoiding popular internet-famous scenic spots and instead turning to county-level towns, niche ancient towns, and non-peak-season cities, with low crowding, high cost-effectiveness, and relaxed experiences as its core advantages. Currently, three-generation households consisting of grandparents from the post-1960s generation, parents from the post-1980s/1990s generations, and children from the post-2010s generation have become the core customer base for reverse tourism. Different generational cohorts exhibit notable differences in upbringing environments, income levels, health conditions, and value orientations, which directly influence family destination selection, budget allocation, entertainment preferences, and overall itinerary decision-making logic. Drawing upon existing literature on family tourism, generational consumption, and reverse tourism, combined with real operational data from the cultural tourism industry, this paper systematically examines the differentiated tourism consumption behaviors of the three generational groups, summarizes the unified consumption patterns of family reverse tourism under intergenerational bargaining and reconciliation, identifies the current shortcomings in all-age-appropriate supply at niche destinations, and proposes targeted development pathways from four dimensions: product development, pricing systems, supporting facilities upgrading, and precision marketing. The study aims to provide theoretical support and practical solutions for county-level cultural tourism operators.