本文選題：休閑農(nóng)業(yè) + 旅游需求　； 參考：《黑龍江八一農(nóng)墾大學(xué)》2017年碩士論文

【摘要】：隨著人們生活水平的提高,旅游作為一種放松娛樂的休閑方式正逐漸被大眾所喜愛。由于假期制度的改革,短距離、短時間的休閑農(nóng)業(yè)旅游逐漸興起,游客對休閑農(nóng)業(yè)旅游的需求也在不斷地增加。呼蘭區(qū)作為一個農(nóng)業(yè)大區(qū),有著豐富的農(nóng)業(yè)資源,現(xiàn)今呼蘭正大力發(fā)展休閑農(nóng)業(yè),以園藝為發(fā)展重點,發(fā)展特色經(jīng)濟作物1萬畝,并積極推進(jìn)明達(dá)綠色、大羅灣等現(xiàn)代農(nóng)業(yè)示范園區(qū)的建設(shè)。依據(jù)休閑農(nóng)業(yè)旅游的出游特征,確定呼蘭區(qū)居民作為呼蘭區(qū)休閑農(nóng)業(yè)旅游的目標(biāo)市場主體,調(diào)查其對本地休閑農(nóng)業(yè)的旅游需求,對發(fā)展本地休閑農(nóng)業(yè)旅游、促進(jìn)本地農(nóng)民增收有重要意義。本研究以旅游需求理論為基礎(chǔ),結(jié)合國內(nèi)外學(xué)者關(guān)于休閑農(nóng)業(yè)旅游的相關(guān)研究成果,構(gòu)建了休閑農(nóng)業(yè)旅游需求影響因素的分析框架。針對呼蘭區(qū)本地居民設(shè)計了調(diào)查問卷,采用實地與網(wǎng)絡(luò)調(diào)研兩種方法,共收集有效問卷375份�；谡{(diào)研數(shù)據(jù),采用描述性統(tǒng)計分析方法,分析呼蘭區(qū)居民本地休閑農(nóng)業(yè)旅游需求現(xiàn)狀;后采用交叉分析的方法,分析不同人群對休閑農(nóng)業(yè)旅游需求的差異;采用因子分析法,對問卷中的35個連續(xù)變量進(jìn)行降維處理,提取8個因子;后將8個因子和問卷中的分類變量引入二元logistic回歸模型,得出個人特征、時間與支付能力、信息了解程度以及價格四個因素對呼蘭區(qū)休閑農(nóng)業(yè)旅游需求有顯著影響。依據(jù)二元logistic回歸模型和交叉分析結(jié)果,結(jié)合營銷4C理論,提出針對目標(biāo)客戶群,開發(fā)符合游客旅游偏好的旅游項目;采用微博、微信、旅行社等多種渠道宣傳呼蘭區(qū)休閑農(nóng)業(yè);在旅游前、中、后為游客提供便利服務(wù);在旅游價格上采用薄利多銷的方法提高旅游產(chǎn)品的銷量等四個策略,以期促進(jìn)呼蘭休閑農(nóng)業(yè)旅游的快速發(fā)展。
[Abstract]:With the improvement of people's living standard, tourism, as a kind of relaxation and entertainment, is being loved by the public. Because of the reform of holiday system, short distance, short time leisure agricultural tourism is gradually rising, tourists' demand for leisure agriculture tourism is also increasing. Hulan District, as an agricultural region, has abundant agricultural resources. Today, Hulan is vigorously developing leisure agriculture, focusing on horticulture, developing 10,000 mu of special cash crops, and actively promoting bright green. The construction of modern agricultural demonstration park such as Daruo Bay. According to the travel characteristics of leisure agriculture tourism, the residents of Hulan district are determined as the target market main body of leisure agriculture tourism in Hulan district, the tourism demand for local leisure agriculture is investigated, and the development of local leisure agriculture tourism is also discussed. It is of great significance to increase the income of local farmers. Based on the theory of tourism demand and the related research results of domestic and foreign scholars on leisure agriculture tourism, this paper constructs an analytical framework of factors affecting the demand of leisure agriculture tourism. A questionnaire was designed for local residents in Hulan district. 375 valid questionnaires were collected by the methods of field and network investigation. Based on the survey data, using descriptive statistical analysis method to analyze the current situation of local leisure agricultural tourism demand of residents in Hulan district; then using cross-analysis method to analyze the difference between different groups of people to leisure agricultural tourism demand; using factor analysis method, After dimensionality reduction of 35 continuous variables in the questionnaire, 8 factors were extracted, and then 8 factors and the classified variables were introduced into the binary logistic regression model to obtain personal characteristics, time and ability to pay. The degree of information understanding and price have significant influence on the demand for leisure agriculture tourism in Hulan district. According to the binary logistic regression model and the cross analysis results, combined with the marketing 4C theory, this paper puts forward the development of tourism projects in line with the tourist tourism preference for the target customers, and uses Weibo, WeChat, travel agencies and other channels to promote the leisure agriculture in Hulan district. In order to promote the rapid development of leisure agricultural tourism in Hulan, four strategies are adopted to improve the sales of tourism products, such as providing convenient services for tourists before, during and after the tour, and adopting the method of small profit and overselling in the tourism price, so as to promote the rapid development of leisure agricultural tourism in Hulan.
【學(xué)位授予單位】：黑龍江八一農(nóng)墾大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F323.4;F592.7

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