上海市乡村旅游消费者行为研究

发布时间：2018-04-09 12:11

本文选题：乡村旅游　切入点：消费者行为　出处：《上海师范大学》2014年硕士论文

【摘要】：随着我国国民经济的快速发展，人民生活水平和城市化水平得以不断提高，由此加深了城市居民对乡村田园风光生活的向往，乡村旅游业便应运而生，经过近20多年的发展，乡村旅游已成为国内旅游主战场和居民消费的重要领域。乡村旅游作为上海市旅游业发展的重点，在促进城乡一体化、缓解城市就业压力、改善乡村产业结构、增加农民收入等方面发挥着不可替代的作用。上海乡村旅游业如何更好的满足消费市场的需求，不仅关系到自身的可持续发展，而且对其他都市地区乡村旅游的发展也有一定的借鉴意义。本文以上海市乡村旅游消费者为研究对象，依据消费者市场调查资料和相关统计资料，采用空间分析和市场分析相结合的手段，首先对上海市乡村旅游产品类型和空间分布进行分析，其次从人口学特征、消费者行为特征等方面综合分析上海市乡村旅游客源市场的总体特征，进而从人口统计的角度具体分析影响其消费行为的主要因素，最后基于上述研究成果针对性地提出上海市乡村旅游可持续发展的相关对策与建议。本研究主要结论有：（1）在产品类型上，上海乡村旅游产品分为观光游览类、消遣娱乐类、历史文化类和休闲度假类；在空间分布上，上海乡村旅游景区（点）基本呈不均衡分布，其中休闲度假类和消遣娱乐类较观光游览类和历史文化类相对更为集中。（2）在上海乡村旅游消费者人口统计特征方面，在居住地上，以上海市居民为主，同时其它省（区）、市也占有一定比重；游客在性别上数量大致相当；在年龄上以中青年为主，且多数人受过高等教育；消费者的职业较为分散；在收入上，目前仍以中低等收入人群为主，但高收入人群也不容忽视。（3）在上海乡村旅游消费者行为特征及其影响因素方面，放松身心/缓解压力和领略乡村田园风光是游客出游的最主要动机，且不同群体表现出的旅游动机具有差异性；网络和亲友推荐是游客获取旅游信息的最主要途径，不同居住地、职业、年龄和月收入对出游信息的选择有所区别；在决策行为中，乡村旅游具有明显的季节性差异，景点知名度/丰富度、距离及交通条件对游客出游决策影响较大，自驾车旅游成为消费者钟爱的一种交通方式，同时，公交车出游也占有较大比重，在交通时间上，，消费者可接受的单程旅游距离以1-2小时为主；在体验行为中，消费者多数为不过夜游客，农家、民俗接待户成为过夜游客的首选，在用餐上，自带食品的消费者占有一定比重，在旅游商品的购买上，40.8%的消费者表示不会购买，旅游花费呈中低水平，总体而言，收入越高，消费者在旅游中的花费就越多；在评价行为中，消费者对上海乡村旅游的满意度呈中等偏上水平，并随着满意度的增加，推荐度也会相应提高，游客重游此地的比例就越大。（4）基于上述分析，对上海乡村旅游发展提出针对性建议，包括进行产品开发与组合、拓宽营销渠道、加强基础设施建设、提高经济效益等。
[Abstract]:With the rapid development of China's national economy, people's living level and city level is continuously improved, thus deepening the city residents yearning for rural idyllic life, rural tourism has emerged, after nearly 20 years of development, rural tourism has become an important area of the main battlefield of domestic tourism and consumption.
Rural tourism as the focus of the development of tourism in the city of Shanghai, in promoting the integration of urban and rural areas, alleviate the employment pressure in city, improve the rural industrial structure, plays an irreplaceable role in increasing farmers' income. The demand of Shanghai rural tourism, how to better meet the consumer market, not only related to the sustainable development of itself, but also the reference value for development of rural tourism in other urban areas.
This paper takes the Shanghai city rural tourism consumers as the research object, based on the consumer market survey data and related statistical data, using spatial analysis and market analysis combining means, first of all types of rural tourism products and spatial distribution in Shanghai city are analyzed, followed by demographic characteristics, general characteristics of rural tourism market in Shanghai city comprehensive analysis the characteristics of consumer behavior, and then from the demographic point of view to analyze the main factors affecting the consumer behavior based on the above research results, finally puts forward relevant countermeasures and suggestions for sustainable development of rural tourism in Shanghai.
The main conclusions of this study are: (1) in the type of product, the product of rural tourism in Shanghai to visit for sightseeing, entertainment, history and culture and leisure class; the spatial distribution of rural tourism scenic area, Shanghai (point) is not evenly distributed, the leisure class and entertainment more sightseeing and cultural history are relatively concentrated. (2) in the Shanghai rural tourism consumer demographic characteristics, in the place of residence, to the residents of the city of Shanghai, and other provinces (regions), the city also has a certain proportion; tourists in gender on roughly the same number; mainly to young in age, and most people receive higher education; consumer occupation is more dispersed; in income, the low income crowd, but high-income groups can not be ignored. (3) the characteristics of rural tourism consumer behavior factors in Shanghai and its influence Relax, relieve pressure / and enjoy the rural scenery, is the main motivation of tourists, and the different groups showed the tourism motivation have differences; network and recommendation is the main route, visitors get travel information in different place of residence, occupation, age and income difference of travel information; in the decision-making behavior, rural tourism has obvious seasonal difference, attractions visibility / richness, distance and traffic conditions on the tourist decision-making influence, self driving tour has become a consumer favorite means of transportation, at the same time, bus travel also accounted for a large proportion, in the traffic time, one-way travel distance consumers can accept in 1-2 hours; in the experience of behavior, the majority of consumers are not overnight tourists, farmers, folk households become the first choice for tourists reception overnight, at the table, take food Consumers occupy a certain proportion, in the tourism commodity purchase, 40.8% of consumers said they would not buy tourist spending was in the low level, in general, the higher the income, consumers in the tourism in the more cost; in the evaluation of behavior, consumer satisfaction of rural tourism in Shanghai is on the middle level, and with satisfaction increase the recommendation will increase, the proportion of tourists return is. (4) based on the above analysis, the development of rural tourism in Shanghai and put forward some suggestions, including product development and combination, expand marketing channels, strengthen infrastructure construction, improve economic efficiency.

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F327;F592.7

【参考文献】