【摘要】：隨著我國(guó)經(jīng)濟(jì)的迅速發(fā)展,人民生活水平顯著提高,同時(shí)繁重的工作壓力和日益加快的生活節(jié)奏使得居民外出旅游的愿望得到空前的提高,此時(shí),以回歸鄉(xiāng)村田園風(fēng)光為主題的鄉(xiāng)村旅游應(yīng)運(yùn)而生,并在全國(guó)范圍內(nèi)掀起一陣鄉(xiāng)村游的熱潮。與此同時(shí),我國(guó)國(guó)民的私家車持有量也在持續(xù)上升,特別是南京市自駕車的持有量一直位于全國(guó)前列,在此過(guò)程中,自駕車與鄉(xiāng)村旅游迅速的結(jié)合。因此本文基于自駕車旅游這一細(xì)分市場(chǎng)來(lái)研究南京市周邊鄉(xiāng)村旅游消費(fèi)行為及其影響因素具有著重要的理論價(jià)值與現(xiàn)實(shí)意義。 本文首先回顧了國(guó)內(nèi)外關(guān)于鄉(xiāng)村旅游、自駕車旅游以及消費(fèi)行為的研究現(xiàn)狀,明確指出了將消費(fèi)行為分為消費(fèi)前的決策階段、消費(fèi)中的出游階段以及消費(fèi)后的評(píng)價(jià)階段。文章選取南京市周邊的鄉(xiāng)村旅游點(diǎn)作為研究對(duì)象,從中選取了高淳國(guó)際慢城和江寧石塘竹海兩個(gè)景點(diǎn)來(lái)做問(wèn)卷調(diào)查,通過(guò)這一方法作者搜集了豐富的第一手資料,并依據(jù)此資料做了以下幾方面的工作：首先,對(duì)南京市周邊的鄉(xiāng)村自駕車游客的人口統(tǒng)計(jì)學(xué)特征進(jìn)行了分析,之后按劃分好的三個(gè)階段研究了鄉(xiāng)村自駕車游客的消費(fèi)行為特性,最后又通過(guò)因子分析與方差分析研究了影響鄉(xiāng)村自駕車游客消費(fèi)行為的因素。在此基礎(chǔ)之上,作者又針對(duì)數(shù)據(jù)分析中發(fā)現(xiàn)的問(wèn)題提出了一些改進(jìn)意見(jiàn),以期能夠促進(jìn)南京市周邊鄉(xiāng)村自駕車旅游市場(chǎng)的發(fā)展。 研究發(fā)現(xiàn)：(1)南京市周邊鄉(xiāng)村自駕車游客的性別差異不明顯,以25-44歲的中青年游客為主,并且以本科、研究生及以上,月收入在5000元以上的高學(xué)歷高收入游客為主；(2)在消費(fèi)前的準(zhǔn)備階段中,互聯(lián)網(wǎng)、報(bào)刊雜志和親朋好友告知是大部分游客依賴的鄉(xiāng)村自駕游信息獲取渠道；大部分游客喜歡自主出游,自行安排線；在三個(gè)月時(shí)間內(nèi),大部分游客都會(huì)進(jìn)行至少一次的鄉(xiāng)村自駕游；在駕車時(shí)間方面,行車時(shí)間在3小時(shí)以內(nèi),游客普遍能夠接受,而一旦超過(guò)3小時(shí)游客的接受度就會(huì)隨之下降；在消費(fèi)中的出游階段,游客一般喜歡選擇在當(dāng)?shù)氐霓r(nóng)家餐館用餐,一般會(huì)在鄉(xiāng)村地區(qū)停留一天；在消費(fèi)后的評(píng)價(jià)階段中,大部分游客對(duì)景區(qū)的游玩、飲食和娛樂(lè)較為滿意；(3)影響鄉(xiāng)村自駕車游客消費(fèi)行為的因素可以分為：鄉(xiāng)村旅游環(huán)境因子、鄉(xiāng)村資源特色因子、旅游產(chǎn)品與服務(wù)因子、旅游費(fèi)用因子、游客生活保障因子和自駕車保障因子。
[Abstract]:With the rapid economic development of our country, the living standards of the people have improved significantly. At the same time, the heavy pressure of work and the accelerating pace of life have made the desire of residents to travel to the country unprecedented. At this time, Rural tourism with the theme of returning to rural pastoral scenery emerged as the times require, and raised a wave of rural tourism in the whole country. At the same time, the number of private cars held by Chinese citizens is also rising, especially in Nanjing, which is always in the forefront of the whole country. In the process, self-driving and rural tourism are combined rapidly. Therefore, it is of great theoretical and practical significance to study the rural tourism consumption behavior and its influencing factors in Nanjing based on the self-driving tourism market. Firstly, this paper reviews the research status of rural tourism, self-driving tourism and consumer behavior, and points out clearly that consumer behavior is divided into decision-making stage before consumption, travel stage and evaluation stage after consumption. This article selects the rural tourist spots around Nanjing as the research object, and selects two scenic spots, Gaochun International slow City and Jiangning Shitang Bamboo Sea, to do the questionnaire survey. Through this method, the author collects abundant first-hand information. Based on the data, the following works are done: firstly, the demographic characteristics of rural self-driving tourists in Nanjing are analyzed, and then the characteristics of rural self-driving tourists' consumption behavior are studied according to the three stages. Finally, factor analysis and variance analysis are used to study the factors that affect the consumption behavior of rural self-driving tourists. On this basis, the author puts forward some suggestions for improving the problems found in the data analysis, in order to promote the development of rural self-driving tourism market around Nanjing. The findings are as follows: (1) there is no significant gender difference in self-driving tourists in rural areas around Nanjing, mainly middle-aged and young tourists aged 25-44 years, and high-income tourists with a monthly income of 5000 yuan or more who are undergraduates, graduate students and above; (2) in the preparatory stage before consumption, the Internet, newspapers and magazines, and relatives and friends tell the majority of tourists that they rely on the rural self-driving travel information channel; most tourists like to travel on their own and arrange their own lines; within three months, Most tourists make at least one self-driving trip to the countryside. When driving time is less than three hours, tourists are generally acceptable, but once more than three hours, the acceptance of tourists will decline. In the traveling stage of consumption, tourists generally prefer to eat in the local farmers' restaurants and usually stay in rural areas for one day; in the stage of evaluation after consumption, most tourists are satisfied with the play, diet and entertainment of the scenic spots; (3) the factors influencing the consumption behavior of rural self-driving tourists can be divided into: rural tourism environment factor, rural resource characteristic factor, tourism product and service factor, tourism cost factor, tourist life security factor and self-driving security factor.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592;G895

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