湘鄉(xiāng)市郊鄉(xiāng)村旅游游客消費行為研究
發(fā)布時間：2019-05-07 09:53
【摘要】：在我國,現(xiàn)代鄉(xiāng)村旅游是20世紀80年代開始出現(xiàn)的一種新型旅游形式,20世紀90年代以后發(fā)展尤為迅速,鄉(xiāng)村旅游已成為發(fā)展農(nóng)村經(jīng)濟的有效手段。然而,目前國內(nèi)學(xué)者的研究領(lǐng)域主要側(cè)重于對鄉(xiāng)村旅游目的地的開發(fā)、規(guī)劃與管理等方面,對旅游消費者行為的研究尚未成為旅游研究的主流方向,研究程度不夠深入,研究成果多呈碎片化,理論上沒有顯著突破。因此,全面、科學(xué)地研究鄉(xiāng)村旅游中的游客消費行為,詳細了解游客消費市場,使之更好地促進農(nóng)業(yè)、旅游業(yè)的發(fā)展,具有重要的理論和實踐意義。 本文在研究前人理論和實踐成果的基礎(chǔ)上,采用文獻研究法、問卷調(diào)查法和SPSS17.0軟件統(tǒng)計分析等方法,對湘鄉(xiāng)市郊鄉(xiāng)村旅游地的游客消費行為特征進行了探索性研究。 首先,理論研究,對鄉(xiāng)村旅游、游客消費行為等相關(guān)概念進行界定,然后分別對國內(nèi)外有關(guān)鄉(xiāng)村旅游以及游客消費行為的研究進展進行綜述,最后簡要地對國內(nèi)外鄉(xiāng)村旅游以及游客消費行為的研究進行了述評。 其次,實證研究,在搜集、整理湘鄉(xiāng)市郊鄉(xiāng)村旅游游客消費行為原始數(shù)據(jù)的基礎(chǔ)上,對游客的人口學(xué)特征、游客活動資料、消費行為資料以及游客整體評價資料進行統(tǒng)計分析,得出：湘鄉(xiāng)市郊鄉(xiāng)村旅游消費者多為本地居民的一日游；消費群體的年齡構(gòu)成以16-44歲為主：旅游形式多為家庭團和朋友團；口碑傳送是主要的信息來源渠道；自助游居多；旅游目的多為觀光游覽、放松心情；消費項目仍然是以餐飲消費為主。 再次,在理論研究和實證研究的基礎(chǔ)上,針對湘鄉(xiāng)市郊鄉(xiāng)村旅游地游客消費行為的特征嘗試性地提出了完善產(chǎn)業(yè)發(fā)展規(guī)劃、完善基礎(chǔ)設(shè)施條件、打造鄉(xiāng)村旅游品牌、采取立體營銷模式的對策建議。 最后,回顧、總結(jié)全文,指出本文的研究結(jié)論與不足之處,并對本課題的進一步研究提出展望。
[Abstract]:In China, modern rural tourism is a new form of tourism which began to appear in 1980's, especially after the 1990s. Rural tourism has become an effective means to develop rural economy. However, at present, the research field of domestic scholars mainly focuses on the development, planning and management of rural tourism destinations. The research on tourism consumer behavior has not yet become the mainstream direction of tourism research, and the degree of research is not deep enough. Most of the research results are fragmentation, and there is no significant breakthrough in theory. Therefore, it is of great theoretical and practical significance to study comprehensively and scientifically the consumption behavior of tourists in rural tourism and to understand the tourist consumption market in detail so as to promote the development of agriculture and tourism. Based on the theoretical and practical achievements of predecessors, this paper uses the methods of literature research, questionnaire survey and SPSS17.0 software statistical analysis to make an exploratory study on the characteristics of tourist consumption behavior in rural tourist destinations in the suburbs of Xiangxiang. First of all, the theoretical research, the definition of rural tourism, tourist consumption behavior and other related concepts, and then the domestic and international research progress on rural tourism and tourist consumption behavior are summarized. Finally, the research on rural tourism and tourists' consumption behavior at home and abroad is briefly reviewed. Secondly, the empirical study, on the basis of collecting and sorting out the original data of rural tourists' consumption behavior in the suburbs of Xiangxiang, makes a statistical analysis on the demographic characteristics of tourists, the information of tourists' activities, the data of consumption behaviors and the data of tourists' overall evaluation. It is concluded that the rural tourism consumers in the suburbs of Xiangxiang are mostly a one-day tour of the local residents; The age composition of the consumer group is mainly 16-44 years old: family groups and friends groups are the main forms of tourism; word-of-mouth transmission is the main source of information; self-help tours are the main sources of information; the purpose of tourism is mostly sightseeing and relaxing the mood; Consumption items are still mainly food and beverage consumption. Thirdly, on the basis of theoretical research and empirical research, aiming at the characteristics of tourists' consumption behavior in rural tourist areas in the suburbs of Xiangxiang, this paper tries to put forward to perfect the industrial development plan, perfect the infrastructure conditions, and build the rural tourism brand. Take the three-dimensional marketing model of countermeasures and suggestions. Finally, the paper reviews, summarizes the full text, points out the conclusions and shortcomings of this paper, and puts forward the prospect of further research on this subject.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7
本文編號：2470984
[Abstract]:In China, modern rural tourism is a new form of tourism which began to appear in 1980's, especially after the 1990s. Rural tourism has become an effective means to develop rural economy. However, at present, the research field of domestic scholars mainly focuses on the development, planning and management of rural tourism destinations. The research on tourism consumer behavior has not yet become the mainstream direction of tourism research, and the degree of research is not deep enough. Most of the research results are fragmentation, and there is no significant breakthrough in theory. Therefore, it is of great theoretical and practical significance to study comprehensively and scientifically the consumption behavior of tourists in rural tourism and to understand the tourist consumption market in detail so as to promote the development of agriculture and tourism. Based on the theoretical and practical achievements of predecessors, this paper uses the methods of literature research, questionnaire survey and SPSS17.0 software statistical analysis to make an exploratory study on the characteristics of tourist consumption behavior in rural tourist destinations in the suburbs of Xiangxiang. First of all, the theoretical research, the definition of rural tourism, tourist consumption behavior and other related concepts, and then the domestic and international research progress on rural tourism and tourist consumption behavior are summarized. Finally, the research on rural tourism and tourists' consumption behavior at home and abroad is briefly reviewed. Secondly, the empirical study, on the basis of collecting and sorting out the original data of rural tourists' consumption behavior in the suburbs of Xiangxiang, makes a statistical analysis on the demographic characteristics of tourists, the information of tourists' activities, the data of consumption behaviors and the data of tourists' overall evaluation. It is concluded that the rural tourism consumers in the suburbs of Xiangxiang are mostly a one-day tour of the local residents; The age composition of the consumer group is mainly 16-44 years old: family groups and friends groups are the main forms of tourism; word-of-mouth transmission is the main source of information; self-help tours are the main sources of information; the purpose of tourism is mostly sightseeing and relaxing the mood; Consumption items are still mainly food and beverage consumption. Thirdly, on the basis of theoretical research and empirical research, aiming at the characteristics of tourists' consumption behavior in rural tourist areas in the suburbs of Xiangxiang, this paper tries to put forward to perfect the industrial development plan, perfect the infrastructure conditions, and build the rural tourism brand. Take the three-dimensional marketing model of countermeasures and suggestions. Finally, the paper reviews, summarizes the full text, points out the conclusions and shortcomings of this paper, and puts forward the prospect of further research on this subject.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7
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