南京市乡村自驾车旅游消费行为及其影响因素研究

发布时间：2018-07-26 20:42

【摘要】：随着我国经济的迅速发展,人民生活水平显著提高,同时繁重的工作压力和日益加快的生活节奏使得居民外出旅游的愿望得到空前的提高,此时,以回归乡村田园风光为主题的乡村旅游应运而生,并在全国范围内掀起一阵乡村游的热潮。与此同时,我国国民的私家车持有量也在持续上升,特别是南京市自驾车的持有量一直位于全国前列,在此过程中,自驾车与乡村旅游迅速的结合。因此本文基于自驾车旅游这一细分市场来研究南京市周边乡村旅游消费行为及其影响因素具有着重要的理论价值与现实意义。本文首先回顾了国内外关于乡村旅游、自驾车旅游以及消费行为的研究现状,明确指出了将消费行为分为消费前的决策阶段、消费中的出游阶段以及消费后的评价阶段。文章选取南京市周边的乡村旅游点作为研究对象,从中选取了高淳国际慢城和江宁石塘竹海两个景点来做问卷调查,通过这一方法作者搜集了丰富的第一手资料,并依据此资料做了以下几方面的工作：首先,对南京市周边的乡村自驾车游客的人口统计学特征进行了分析,之后按划分好的三个阶段研究了乡村自驾车游客的消费行为特性,最后又通过因子分析与方差分析研究了影响乡村自驾车游客消费行为的因素。在此基础之上,作者又针对数据分析中发现的问题提出了一些改进意见,以期能够促进南京市周边乡村自驾车旅游市场的发展。研究发现：(1)南京市周边乡村自驾车游客的性别差异不明显,以25-44岁的中青年游客为主,并且以本科、研究生及以上,月收入在5000元以上的高学历高收入游客为主；(2)在消费前的准备阶段中,互联网、报刊杂志和亲朋好友告知是大部分游客依赖的乡村自驾游信息获取渠道；大部分游客喜欢自主出游,自行安排线；在三个月时间内,大部分游客都会进行至少一次的乡村自驾游；在驾车时间方面,行车时间在3小时以内,游客普遍能够接受,而一旦超过3小时游客的接受度就会随之下降；在消费中的出游阶段,游客一般喜欢选择在当地的农家餐馆用餐,一般会在乡村地区停留一天；在消费后的评价阶段中,大部分游客对景区的游玩、饮食和娱乐较为满意；(3)影响乡村自驾车游客消费行为的因素可以分为：乡村旅游环境因子、乡村资源特色因子、旅游产品与服务因子、旅游费用因子、游客生活保障因子和自驾车保障因子。
[Abstract]:With the rapid economic development of our country, the living standards of the people have improved significantly. At the same time, the heavy pressure of work and the accelerating pace of life have made the desire of residents to travel to the country unprecedented. At this time, Rural tourism with the theme of returning to rural pastoral scenery emerged as the times require, and raised a wave of rural tourism in the whole country. At the same time, the number of private cars held by Chinese citizens is also rising, especially in Nanjing, which is always in the forefront of the whole country. In the process, self-driving and rural tourism are combined rapidly. Therefore, it is of great theoretical and practical significance to study the rural tourism consumption behavior and its influencing factors in Nanjing based on the self-driving tourism market. Firstly, this paper reviews the research status of rural tourism, self-driving tourism and consumer behavior, and points out clearly that consumer behavior is divided into decision-making stage before consumption, travel stage and evaluation stage after consumption. This article selects the rural tourist spots around Nanjing as the research object, and selects two scenic spots, Gaochun International slow City and Jiangning Shitang Bamboo Sea, to do the questionnaire survey. Through this method, the author collects abundant first-hand information. Based on the data, the following works are done: firstly, the demographic characteristics of rural self-driving tourists in Nanjing are analyzed, and then the characteristics of rural self-driving tourists' consumption behavior are studied according to the three stages. Finally, factor analysis and variance analysis are used to study the factors that affect the consumption behavior of rural self-driving tourists. On this basis, the author puts forward some suggestions for improving the problems found in the data analysis, in order to promote the development of rural self-driving tourism market around Nanjing. The findings are as follows: (1) there is no significant gender difference in self-driving tourists in rural areas around Nanjing, mainly middle-aged and young tourists aged 25-44 years, and high-income tourists with a monthly income of 5000 yuan or more who are undergraduates, graduate students and above; (2) in the preparatory stage before consumption, the Internet, newspapers and magazines, and relatives and friends tell the majority of tourists that they rely on the rural self-driving travel information channel; most tourists like to travel on their own and arrange their own lines; within three months, Most tourists make at least one self-driving trip to the countryside. When driving time is less than three hours, tourists are generally acceptable, but once more than three hours, the acceptance of tourists will decline. In the traveling stage of consumption, tourists generally prefer to eat in the local farmers' restaurants and usually stay in rural areas for one day; in the stage of evaluation after consumption, most tourists are satisfied with the play, diet and entertainment of the scenic spots; (3) the factors influencing the consumption behavior of rural self-driving tourists can be divided into: rural tourism environment factor, rural resource characteristic factor, tourism product and service factor, tourism cost factor, tourist life security factor and self-driving security factor.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592;G895

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