摘要
旅游房地产,是国外分时度假产业中国化的产物。近年来,因为
休闲度假游的需求不断高涨,而房地产业又受到国家宏观调控政策的
影响,旅游地产成了众多房地产开发商新的“逐鹿场”。因而,对旅
游房地产购买行为影响因素的研宄无论是对政府的城市规划、还是地
产幵发商的开发决策,越来越凸显其重要性。本文基于对杭州市旅游
地产开发商的小规模访谈,设计调研问卷,针对杭州市旅游地产的潜
在购买者和己购买者进行问卷调研,在运用描述性统计分析法和因素
分析法,确定主要影响消费购买旅游地产的因素;其次,运用方差分
析法得出不同年龄、收入等的消费者,在旅游地产购买中的行为差异;
最后,针对实证分析结果,提出了杭州市旅游地产发展的相关建议。

研究显示:1)旅游房产认知率较低;2)杭州市旅游房产购买者
购买动机主要以本地购置第一居所以及在异地购置休闲度假第二居
所为主,且杭州市居民更加喜爱南方城市;3)在杭购置旅游房产的
异地购买者多以杭州市周边人群和北方城市人群为主;4)房屋质量、
购买时可否获得相关权证、后期的物业服务质量、是否会因某些原因
造成大幅度贬值、项目园区生态环境、自然景观资源(江河湖泊、海
洋等)是6大主要影响因素。5)通过方差检验,发现年龄、收入,
以及学历不同,都会对旅游房产的购买动机以及其所希望旅游房产所
配备的功能存在一定的差异性。

关键词:旅游地产,购买行为,影响因素,发展建议
ABSTRACT
As the timeshare vacation industry, tourist real estate appered in China. In recent
years, the leisure vacation travel demand rising, and the real estate industry affected
by the national macroeconomic regulation and control policy,so tourist real estate
became the new the field to many real estate developers. Therefore, the tourist real
estate purchase factors appear more and more important either on the government&39;s
urban planning or real estate developers development decision-making.
This paper firstly based on the interview with Hangzhou tourist real estate
developers,then designed questionnaires to know the potential buyers and buyers of
Hangzhou tourist real estate, using descriptive statistics analysis and factor analysis
method, to determine the main influence factors of tourist real estate consumer
purchase; Secondly, using the variance analysis at the different age, income and
consumers, to get the tourist real estate purchase behavior difference,At last,
according to the empirical analysis results, and puts forward related suggestions to the
tourist real estate of Hangzhou .
The results shows: 1) Tourist real estate not quite know, 2) the mainly purchasing
motivation of Hangzhou tourist real estate buyers is purchasing first place inner scenic
spot and purchasing leisure vacation second residence for the people coming from
other cities, and hangzhou residents more like the southern city; 3) the buyers in
Hangzhou main come from the city near Hangzhou and the northern city; 4) building
quality,the relevant authority card, service quality, greatly devaluation, park
ecological environment, natural landscape resources (rivers and lakes, oceans, etc.) is
6 major influence factors. 5) through the variance inspection, found the different age,
income, and education will have some differences between the buying motives and
functions .
KEY WORDS: Tourist real estate ; Pursuing behavior; Influence factors;
Development Suggestions
1绪论
1.1研究背景及意义
1.1.1研究背景
随着我国国民经济的持续发展,人民生活水平不断提高.城乡居民储蓄不断
增多,休闲时间日益增加,我国目前每年有11个法定休假日拉动以休闲度假为
增长主体的旅游市场,旅游方式也逐渐开始由观光转变为休闲度假。在一些大型
城市住宅消费出现了向度假、休闲型转移,异地置业的趋势日益显著,旅游地产
的发展正呼应着这些需求,同时也为房地产业和旅游业的深入发展开辟了新的空
间。

2011年旅游地产在房地产整体疲软的形势下,异军突起,有6个项目进入
销售套数TOP50排行榜,且该6个项目占据前TOP50总套数的21%份额,另外
碧桂园的十里银滩项目更是在全年楼市冷淡的情况下,创造了开盘有2万人到
场,且其销售认购量排在了 2011年项目开盘热销榜的首位,共3700套。