中文摘要：

世界遗产是北京建设世界旅游城市重要的资源基础，而世界遗产地的旅游发展很大程度决定于游客决策。尽管我国在游客决策相关领域已有一定研究成果，但是针对世界遗产地游客决策行为的研究仍然十分欠缺。本文以北京世界遗产地游客为研究对象，基于二项Logit模型，分析探讨了游客选择的模式差异以及景点选择的影响因素。研究结果显示：①认知（“是否为世界遗产”和“是否为北京代表性景点”）影响与景点知名度成反比，北京6个世界遗产地总体可以分为三类，其中故宫主要受游客特征和旅游形式的影响，颐和园、长城、天坛同时受到认知和旅游形式的影响，十三陵和周口店仅受到游客认知特征的影响；②近距离负面影响游客对高知名度景点的选择，而短期游客会更倾向于选择高知名度景点。因而，建议加强低知名度景点的认知和景点独特性的宣传，关注重点群体，丰富旅游体验，提升景点综合竞争力。

英文摘要：

World Heritage is the most important tourism resource. Although there is some research in China on this, research on particular tourist groups such as visitors to World Heritage sites is lacking. Here, we examine tourists to six world heritages in Beijing and construct logit regression models to analyze visitation patterns and decision-making factors such as cognition, social and economic characteristics, and tourism form. We found three different patterns： （1） the Imperial Palace （Forbidden City） characterizes the first pattern which is affected by tourists＇ characters and tourism form; （2） the Summer Palace, Great Wall of China and Temple of Heaven comprise the second pattern and are affected by cognition and tourism form; and （3） the Ming Tombs and Peking Man Site at Zhoukoudian belong to the third pattern which is only affected by cognition. Tourists who travel further than 500 km or have a shorter time in Beijing will favor the most popular attractions. We strongly suggest that increased effort is made to inform more visitors and tourists about the Ming Tombs and Peking Man Site World Heritage sites. Further recommendations are to pay attention to the most important colony of different scenery spots, enhance tourists＇ experiences, and improve the competitive advantage of World Heritage sites.