本文選題：老年人旅游 + 鄉(xiāng)村旅游��； 參考：《中南林業(yè)科技大學(xué)》2013年碩士論文

【摘要】：目前針對(duì)老年人鄉(xiāng)村旅游需求和市場(chǎng)開(kāi)發(fā)的研究幾乎空白,老年人鄉(xiāng)村旅游項(xiàng)目開(kāi)發(fā)不足。本文以居住在湖南省長(zhǎng)沙市岳麓區(qū)老年人為研究對(duì)象,分析老年旅游者對(duì)鄉(xiāng)村旅游的市場(chǎng)需求。 本文除了結(jié)合國(guó)內(nèi)外關(guān)于鄉(xiāng)村旅游方面的研究文獻(xiàn)外,還從旅游市場(chǎng)營(yíng)銷基本理論上出發(fā),采用文獻(xiàn)研究法、問(wèn)卷調(diào)查法、訪談法和定量分析法對(duì)居住在長(zhǎng)沙市岳麓區(qū)的老年旅游市場(chǎng)需求進(jìn)行了較完整的研究,具體內(nèi)容為： 首先對(duì)本文中涉及的相關(guān)概念進(jìn)行界定：如旅游市場(chǎng)、旅游需求、鄉(xiāng)村旅游、老年人旅游等；第二分析了老年旅游者的行為特征和心理特征；本文的重點(diǎn)是對(duì)岳麓區(qū)老年人進(jìn)行抽樣調(diào)查,根據(jù)調(diào)查所得的數(shù)據(jù)分析,得到以下結(jié)論： 第一,在調(diào)查中,居住在岳麓區(qū)老年人的每日閑暇時(shí)間較多,而利用閑暇時(shí)間進(jìn)行的最多的休閑活動(dòng)是打牌或打麻將。老年人每年出門旅游(包括鄉(xiāng)村旅游、農(nóng)家樂(lè)等)的次數(shù)以1次的居多,制約出游次數(shù)的最主要因素是普遍認(rèn)為沒(méi)有適合老年人的旅游產(chǎn)品,旅游宣傳冊(cè)和親朋推薦是老年人獲取旅游信息的主要渠道,配偶對(duì)老年人出游決策影響最大。 第二,居住在岳麓區(qū)老年人對(duì)鄉(xiāng)村旅游的出游認(rèn)知越多則出游意向越高,旅游地“口碑效應(yīng)”是老年人的出游時(shí)考慮的主要因素。因?yàn)殚L(zhǎng)沙氣候的原因老年人愿意在春秋兩季參加旅游活動(dòng),旅游動(dòng)機(jī)以休閑娛樂(lè)和康體保健為主,最感興趣的是度假型的旅游地,在出游交通方式、出游的距離和出游方式等方面,更愿意在雙休日與家人和子女一起自駕車到近距離的鄉(xiāng)村景區(qū)進(jìn)行旅游活動(dòng),到達(dá)鄉(xiāng)村旅游目的地后由于景區(qū)娛樂(lè)項(xiàng)目少的原因停留的時(shí)間不超過(guò)一天的居多。 第三,居住岳麓區(qū)老年人對(duì)鄉(xiāng)村旅游需求的偏好表現(xiàn)為,偏好干凈衛(wèi)生的飲食,如在鄉(xiāng)村旅游景區(qū)住宿主要選擇賓館酒店住宿,喜好當(dāng)?shù)氐耐撂禺a(chǎn)品,釣魚、散步和泡溫泉是最受老年人歡迎的休閑項(xiàng)目。 第四,居住在岳麓區(qū)老年人在對(duì)鄉(xiāng)村旅游目的地類型、餐飲、休閑娛樂(lè)、旅游動(dòng)機(jī)、消費(fèi)水平、交通方式的選擇方面因人口學(xué)特征的不同而有差異。具體來(lái)說(shuō)：女性多動(dòng),男性多靜,度假型需求受到各年齡段老年人喜歡,隨著年齡的增長(zhǎng)需求由動(dòng)到靜轉(zhuǎn)換,受教育水平越高越注重休閑和保健,收入水平越高對(duì)餐飲的營(yíng)養(yǎng)價(jià)值需求也越高,同時(shí)可自由支配收入越高能接受的消費(fèi)水平也越高,身體狀況良好的老年人所參與的娛樂(lè)項(xiàng)目多是動(dòng)態(tài)的,身體狀況一般或較差的老年人更喜靜態(tài)的項(xiàng)目。 針對(duì)以上結(jié)論,本文提出以下建議：到社區(qū)或老年人聚集地進(jìn)行旅游宣傳來(lái)加強(qiáng)鄉(xiāng)村旅游的推廣,提高老年人對(duì)鄉(xiāng)村旅游的認(rèn)知和出游意向；針對(duì)老年人的閑暇時(shí)間和出游交通方式的因素,一方面開(kāi)發(fā)鄉(xiāng)村旅游公交線路,另一方面鄉(xiāng)村旅游景區(qū)可與社區(qū)或旅行社聯(lián)合開(kāi)發(fā)為老年人提供可接送的鄉(xiāng)村旅游交通服務(wù)；設(shè)計(jì)出更多的度假型和療養(yǎng)型的產(chǎn)品,樹立品牌,延長(zhǎng)老年人在鄉(xiāng)村的停留時(shí)間。
[Abstract]:At present, the research on the needs and market development of rural tourism for the elderly is almost blank, and the development of rural tourism projects for the elderly is insufficient. This paper analyzes the market demand of the elderly tourists to rural tourism based on the old people living in Yuelu District, Changsha, Hunan.
In addition to the research literature on rural tourism at home and abroad, this paper, starting from the basic theory of tourism marketing, uses literature research method, questionnaire survey method, interview method and quantitative analysis method to carry out a more complete study on the demand for the elderly tourism market in Yuelu District, Changsha. The specific content is as follows:
First, the relevant concepts involved in this paper are defined, such as tourism market, tourism demand, rural tourism, elderly tourism, and so on. Second analysis of the behavioral characteristics and psychological characteristics of the elderly tourists; the focus of this paper is the sampling survey of the elderly in Yuelu District, according to the data analysis obtained from the investigation, get the following conclusions:
First, in the survey, the daily leisure time of the elderly living in Yuelu District is more, and the most leisure activities used in leisure time are playing cards or playing mahjong. The number of the elderly people traveling (including rural tourism, farm family music, etc.) is mostly 1 times. The most important factor restricting the number of trips is that it is generally considered not suitable. Tourism products, travel brochures, and family recommendation are the main channels for the elderly to obtain travel information. Spouses have the greatest impact on the elderly's travel decisions.
Second, the more the old people living in Yuelu District have a higher awareness of traveling in the countryside, the higher the travel intention is. The "word of mouth effect" is the main factor for the elderly to travel. Because of the climate of Changsha, the elderly are willing to take part in the tourism activities in the spring and Autumn period and the two quarter. The motivation of tourism is mainly leisure and recreation and health care. The interest is holiday type tourist destination. In the way of traveling, distance and way of traveling, it is more willing to travel with family and children from driving to the near village in the double holiday. The time of staying after the destination of the tourist destination is not more than one day.
Third, the preference of the elderly people living in Yuelu District for rural tourism demand is that they prefer a clean and hygienic diet, such as accommodation in the Gaestgiveriet Hotel in the rural tourist attractions, local native products, fishing, walking and hot springs are the most popular leisure events for the elderly.
Fourth, the old people living in Yuelu District are different in the types of rural tourism destination, catering, leisure and entertainment, tourism motivation, consumption level, and the choice of transportation methods are different due to different demographic characteristics. Specifically, women are more active, men are more quiet, holiday demand is liked by all age groups, with the increasing demand of age. The higher the level of education is, the higher the level of education is, the higher the level of education is concerned with leisure and health care. The higher the income level is, the higher the demand for the nutritive value of the food and beverage, the higher the higher the consumption level is, the higher the higher the higher the higher the income is. More like static projects.
In view of the above conclusions, the following suggestions are put forward: to promote the promotion of rural tourism, promote the promotion of rural tourism, improve the cognition and intention of the rural tourism by the community or the old people gathering place, and improve the leisure time and the transportation mode of the old people, develop the rural tourism bus line on one side, and on the other hand. The village tourist attractions can jointly develop with the community or travel agency for the elderly to provide available rural tourism transportation services, design more holiday and convalescent products, set up the brand, prolong the residence time of the elderly in the countryside.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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