【摘要】：隨著農(nóng)業(yè)生產(chǎn)結(jié)構(gòu)調(diào)整和生產(chǎn)效率的提高、農(nóng)村居民休閑時(shí)間與可支配收入的增加、以及消費(fèi)觀念的轉(zhuǎn)變,我國農(nóng)村居民的旅游意識(shí)及旅游需求不斷提高,農(nóng)村居民旅游研究已經(jīng)成為國家旅游發(fā)展的重要戰(zhàn)略之一,同時(shí)也備受學(xué)術(shù)界關(guān)注。浙江省作為我國沿海地區(qū)的經(jīng)濟(jì)強(qiáng)省和旅游大省,其農(nóng)村居民收入快速增長,旅游市場正處于消費(fèi)擴(kuò)張時(shí)期,具有極大的發(fā)展?jié)摿�。研究關(guān)注浙江省農(nóng)村居民的旅游消費(fèi)偏好,并依據(jù)其市場特征提出相應(yīng)舉措,具有一定的現(xiàn)實(shí)價(jià)值意義。 本文借鑒行為學(xué)、心理學(xué)、營銷學(xué)等學(xué)科的理論與方法,在理論闡述與相關(guān)概念界定的基礎(chǔ)上,選取浙江省11個(gè)地市124個(gè)行政村的農(nóng)村居民作為實(shí)證研究對象,采用問卷調(diào)查和入戶訪談的方式獲取第一手?jǐn)?shù)據(jù)資料,分析了浙江省農(nóng)村居民在出游意向、旅游行為、旅游時(shí)空、旅游消費(fèi)等方面的偏好特征以及旅游消費(fèi)偏好的影響因素,并得出以下幾點(diǎn)研究結(jié)論： 第一,運(yùn)用描述性統(tǒng)計(jì)分析,得出浙江省農(nóng)村居民的出游意向及各項(xiàng)旅游消費(fèi)偏好特征,包括旅游態(tài)度積極、出游欲望強(qiáng)烈、旅游動(dòng)機(jī)以增長見聞為主、出游主要受時(shí)間與收入限制、偏好自助結(jié)伴出游、信息來源多樣、出游半徑較短、消費(fèi)層次居中等特征。 第二,利用李克特五點(diǎn)量表的形式對影響農(nóng)村居民旅游消費(fèi)偏好的因素進(jìn)行因子分析,共萃取出四項(xiàng)公因子F1～F4,并分別命名為“景觀設(shè)施”、“形象吸引”、“消費(fèi)成本”和“體驗(yàn)氛圍”；同時(shí)運(yùn)用方差分析的方法對不同個(gè)人背景變量的農(nóng)村居民在消費(fèi)偏好影響因子上的差異進(jìn)行探索,得到“景觀設(shè)施”因子對農(nóng)村居民的旅游消費(fèi)偏好影響程度較大,“體驗(yàn)氛圍”因子影響程度較小的總體影響特征,且在不同個(gè)人背景變量下,農(nóng)村居民受各項(xiàng)因子的影響程度不同,相關(guān)分析證明人口統(tǒng)計(jì)學(xué)特征與旅游消費(fèi)偏好影響因子之間具有一定的弱相關(guān)關(guān)系。 第三,在特征分析研究的基礎(chǔ)上,從政府部門和旅游企業(yè)兩個(gè)角度針對性提出拓展浙江省農(nóng)村居民旅游市場的相應(yīng)對策,如加大旅游政策扶持、拓寬農(nóng)民增收渠道、增設(shè)農(nóng)村服務(wù)網(wǎng)點(diǎn)、實(shí)施差異個(gè)性服務(wù)等。
[Abstract]:With the adjustment of agricultural production structure and the improvement of production efficiency, the increase of leisure time and disposable income of rural residents, as well as the change of consumption concept, the tourism consciousness and tourism demand of rural residents in China have been increasing. The study of rural residents' tourism has become one of the important strategies for the development of national tourism. As a strong economic province and a big tourist province in the coastal areas of China, Zhejiang Province has a rapid increase in rural residents' income, and the tourism market is in the period of consumption expansion, which has great potential for development. It is of practical significance to study the tourism consumption preference of rural residents in Zhejiang province and put forward corresponding measures according to their market characteristics. Based on the theories and methods of behavioral science, psychology, marketing and other disciplines, this paper selects the rural residents of 124 administrative villages in 11 cities of Zhejiang Province as the empirical research objects, on the basis of theoretical elaboration and definition of related concepts. By means of questionnaire survey and household interview, the author analyzed the preference characteristics of rural residents in Zhejiang Province in terms of travel intention, travel behavior, travel time and space, tourism consumption, and the influencing factors of tourism consumption preference, and analyzed the characteristics of rural residents' preference in the aspects of travel intention, travel behavior, tourism time and space, tourism consumption and so on. The main conclusions are as follows: first, by using descriptive statistical analysis, the author draws the conclusion that the rural residents in Zhejiang Province have the characteristics of travel intention and consumption preference, including positive tourism attitude and strong desire to travel. Tourism motivation is mainly growth, travel is mainly limited by time and income, preference is self-help group travel, information sources are diverse, travel radius is short, consumption level is in the middle, and so on. Secondly, using the form of Likert five-point scale to analyze the factors influencing rural residents' tourism consumption preference, four common factors F1F4 were extracted and named "landscape facilities" and "image attraction" respectively. "consumption cost" and "experience atmosphere"; at the same time, using the method of variance analysis to explore the difference of the influence factors of consumption preference of rural residents with different personal background variables. The overall influence characteristics of "landscape facility" factor on rural residents' tourism consumption preference and "experience atmosphere" factor are obtained, and under different personal background variables, the overall influence characteristics of "landscape facility" factor are obtained, and the influence of "experience atmosphere" factor on rural residents' tourism consumption preference is also analyzed. The correlation analysis showed that there was a weak correlation between the demographic characteristics and the influencing factors of tourism consumption preference. Thirdly, on the basis of characteristic analysis and research, this paper puts forward corresponding countermeasures to expand the tourism market of rural residents in Zhejiang Province from the two angles of government departments and tourism enterprises, such as increasing the support of tourism policy and widening the channels of increasing farmers' income. Add rural service network, implement differential personality service and so on.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7;F224

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