呼兰区居民休闲农业旅游需求研究

发布时间：2018-05-24 02:19

本文选题：休闲农业 + 旅游需求　；参考：《黑龙江八一农垦大学》2017年硕士论文

【摘要】：随着人们生活水平的提高,旅游作为一种放松娱乐的休闲方式正逐渐被大众所喜爱。由于假期制度的改革,短距离、短时间的休闲农业旅游逐渐兴起,游客对休闲农业旅游的需求也在不断地增加。呼兰区作为一个农业大区,有着丰富的农业资源,现今呼兰正大力发展休闲农业,以园艺为发展重点,发展特色经济作物1万亩,并积极推进明达绿色、大罗湾等现代农业示范园区的建设。依据休闲农业旅游的出游特征,确定呼兰区居民作为呼兰区休闲农业旅游的目标市场主体,调查其对本地休闲农业的旅游需求,对发展本地休闲农业旅游、促进本地农民增收有重要意义。本研究以旅游需求理论为基础,结合国内外学者关于休闲农业旅游的相关研究成果,构建了休闲农业旅游需求影响因素的分析框架。针对呼兰区本地居民设计了调查问卷,采用实地与网络调研两种方法,共收集有效问卷375份。基于调研数据,采用描述性统计分析方法,分析呼兰区居民本地休闲农业旅游需求现状;后采用交叉分析的方法,分析不同人群对休闲农业旅游需求的差异;采用因子分析法,对问卷中的35个连续变量进行降维处理,提取8个因子;后将8个因子和问卷中的分类变量引入二元logistic回归模型,得出个人特征、时间与支付能力、信息了解程度以及价格四个因素对呼兰区休闲农业旅游需求有显著影响。依据二元logistic回归模型和交叉分析结果,结合营销4C理论,提出针对目标客户群,开发符合游客旅游偏好的旅游项目;采用微博、微信、旅行社等多种渠道宣传呼兰区休闲农业;在旅游前、中、后为游客提供便利服务;在旅游价格上采用薄利多销的方法提高旅游产品的销量等四个策略,以期促进呼兰休闲农业旅游的快速发展。
[Abstract]:With the improvement of people's living standard, tourism, as a kind of relaxation and entertainment, is being loved by the public. Because of the reform of holiday system, short distance, short time leisure agricultural tourism is gradually rising, tourists' demand for leisure agriculture tourism is also increasing. Hulan District, as an agricultural region, has abundant agricultural resources. Today, Hulan is vigorously developing leisure agriculture, focusing on horticulture, developing 10,000 mu of special cash crops, and actively promoting bright green. The construction of modern agricultural demonstration park such as Daruo Bay. According to the travel characteristics of leisure agriculture tourism, the residents of Hulan district are determined as the target market main body of leisure agriculture tourism in Hulan district, the tourism demand for local leisure agriculture is investigated, and the development of local leisure agriculture tourism is also discussed. It is of great significance to increase the income of local farmers. Based on the theory of tourism demand and the related research results of domestic and foreign scholars on leisure agriculture tourism, this paper constructs an analytical framework of factors affecting the demand of leisure agriculture tourism. A questionnaire was designed for local residents in Hulan district. 375 valid questionnaires were collected by the methods of field and network investigation. Based on the survey data, using descriptive statistical analysis method to analyze the current situation of local leisure agricultural tourism demand of residents in Hulan district; then using cross-analysis method to analyze the difference between different groups of people to leisure agricultural tourism demand; using factor analysis method, After dimensionality reduction of 35 continuous variables in the questionnaire, 8 factors were extracted, and then 8 factors and the classified variables were introduced into the binary logistic regression model to obtain personal characteristics, time and ability to pay. The degree of information understanding and price have significant influence on the demand for leisure agriculture tourism in Hulan district. According to the binary logistic regression model and the cross analysis results, combined with the marketing 4C theory, this paper puts forward the development of tourism projects in line with the tourist tourism preference for the target customers, and uses Weibo, WeChat, travel agencies and other channels to promote the leisure agriculture in Hulan district. In order to promote the rapid development of leisure agricultural tourism in Hulan, four strategies are adopted to improve the sales of tourism products, such as providing convenient services for tourists before, during and after the tour, and adopting the method of small profit and overselling in the tourism price, so as to promote the rapid development of leisure agricultural tourism in Hulan.
【学位授予单位】：黑龙江八一农垦大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.4;F592.7

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