山西智和休闲农场游客消费行为分析

发布时间：2018-01-09 18:19

本文关键词：山西智和休闲农场游客消费行为分析　出处：《沈阳农业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着休闲农业的蓬勃发展,人民生活水平的提高,旅游理念已经悄然发生了转变。休闲农业作为农业与旅游业相结合的新型产业,不仅带动了旅游业的发展,也使得广大农民从中受益,并且为民众提供了新的旅游目的地。基于休闲农业旅游的现状,本文选取了山西省晋城市阳城县智和休闲农场的游客作为研究对象,借鉴国内外休闲农业旅游消费行为的研究成果,结合休闲经济理论和消费者行为理论,对智和休闲农场游客旅游消费行为进行研究。通过对智和休闲农场的走访,用调查问卷的形式,获取到188份有效问卷,得到一手数据,通过问卷数据分析智和休闲农场游客旅游消费行为的现状,为智和休闲农场提出可行性建议。本研究主要包括五章内容。(1)本文的第一章主要阐述研究的背景与意义、国内外文献综述以及研究方案。(2)本文的第二章主要介绍。智和休闲农场概况进行(3)本文的第三章主要对数据来源、样本信息以及智和休闲农场游客消费行为进行描述。(4)本文的第四章主要对消费行为的影响因素进行分析并加以总结。结果显示,游客主要通过网络和亲友推荐来了解休闲农业旅游的信息;其出游的主要目的是放松心情,减轻压力;休闲农业旅游目的地距离居民居住地的距离越远,出游次数越少;女性旅游者更偏向于选择观光参与型休闲农业旅游目的地,而男性旅游者则更愿意选择科普教育型休闲农业旅游目的地;女性在旅游中的消费高于男性;月收入越高的消费者,其花费也越多。(5)本文的第五章为智和休闲农场提出相应的建议。包括明确市场定位、重视产品开发、多元价格策略、拓宽营销渠道以及加大促销力度等方面。
[Abstract]:With the vigorous development of leisure agriculture and the improvement of people's living standard, the concept of tourism has been changed quietly. As a new industry combining agriculture and tourism, leisure agriculture not only promotes the development of tourism. Based on the current situation of leisure agriculture tourism, this paper selects the tourists of Zhihe leisure farm in Jincheng county, Shanxi province as the research object. Draw lessons from the domestic and foreign leisure agriculture tourism consumption behavior research results, combined with leisure economic theory and consumer behavior theory. Through the visit to the intellectual and leisure farm, 188 valid questionnaires were obtained and primary data were obtained. The present situation of tourist consumption behavior of tourists on intellectual and leisure farms was analyzed by questionnaire data. This study mainly includes five chapters. 1) the first chapter of this paper mainly describes the background and significance of the research. Domestic and foreign literature review and research programs. 2) the second chapter of this paper mainly introduces. The general situation of smart and leisure farms to carry out 3) the third chapter of this paper is mainly about the data sources. Sample information and consumption behavior of tourists on intellectual and leisure farms are described. (4) Chapter 4th of this paper mainly analyzes and summarizes the influencing factors of consumption behavior. The results show that. Tourists mainly through the network and friends and relatives recommended to understand the information of leisure agriculture tourism; The main purpose of its travel is to relax the mood and relieve the pressure; The longer the distance between the leisure agricultural tourism destination and the resident's residence, the less the number of trips; Female tourists are more inclined to choose tourism participation type leisure agriculture tourism destination, while male tourists are more willing to choose popular science education type leisure agriculture tourism destination. The consumption of women in tourism is higher than that of men; The higher the monthly income of consumers, the more they spend. (5) the 5th chapters of this paper put forward the corresponding suggestions for smart and leisure farms, including clear market positioning, focus on product development, multiple price strategies. Widen marketing channel and increase promotion dynamics and so on.
【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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