消费者行为视角下浙江丽水乡村民宿发展分析

发布时间：2018-03-10 11:33

本文选题：消费者行为　切入点：浙江丽水　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着社会经济的发展和城市化进程的加快,旅游城市的需求已经从传统的“大而全”求量不求质的旅游过渡到拥有更多的自我选择方式体验,人们对游乐休闲度假旅游体验和心理感受的深度要求不断提高。因此,放生到野外,舒缓、恢复原本纯朴而田园生活的乡村旅游,无疑成为满足新的市场需求的有效途径。民宿旅游作为乡村旅游的重要环节和载体,发挥着越来越突出的作用。本文通过对民宿消费者行为进行分析研究,提出有针对性的发展建议,将对促进乡村旅游的发展起到有益的作用。由于我国农村旅游民宿的起步晚、发展和理论的研究和实践不多,其市场发展仍处于探索阶段,存在一定的缺陷。本文首先对乡村旅游中的民宿研究进行了介绍,结合研究背景和意义加以阐述。继而在消费者行为理论的基础上,针对浙江丽水乡村民宿的发展现状,进行问卷调查分析,提出了在消费者行为影响因素下的发展对策。本文一共分为五个部分:第一部分是绪论。主要是对研究背景、研究目的意义、国内外研究现状进行简单的阐述,为下文作简单的铺垫。第二部分是相关理论概述,从消费者行为理论、乡村旅游、民宿、乡村民宿相关概念、进行概述。第三部分是浙江丽水乡村民宿的发展现状分析。首先是对浙江丽水及其旅游资源进行简介。然后对丽水乡村民宿数量、分布及类型情况展开介绍,并且分析浙江丽水乡村民宿的主要特色与存在的问题;通过问卷调查的形式,对研究对象、调查方法、调查具体内容从旅游者人口特征、“动机—消费行为—服务品质”进行分析。第四部分是消费者行为视角下浙江丽水乡村民宿发展的对策。提出丰富民宿消费者旅游前体验、升级民宿消费者旅游中的服务、提升民宿消费者旅游后的评价影响力的发展策略等措施。第五部分是结论与展望。对全文的一个总结以及不足点分析以及对未来的展望。
[Abstract]:In recent years, with the development of social economy and the acceleration of urbanization, the demand of tourist cities has changed from the traditional "large and complete" to the tourism with more choices. The depth of people's experience and psychological experience of recreation, leisure and vacation is constantly increasing. Therefore, people release themselves to the wild to ease and restore the rural tourism, which used to be simple and idyllic. It is undoubtedly an effective way to meet the new market demand. As an important link and carrier of rural tourism, residential tourism is playing a more and more prominent role. It will be helpful to promote the development of rural tourism. Due to the late start of rural tourism and the lack of theoretical research and practice, the market development of rural tourism is still in the stage of exploration. There are some defects. Firstly, this paper introduces the study of residential houses in rural tourism, combined with the background and significance of the study. Then, on the basis of consumer behavior theory, the paper aims at the development of rural residential houses in Lishui, Zhejiang Province. This paper is divided into five parts: the first part is the introduction. The second part is an overview of the relevant theories, from the consumer behavior theory, rural tourism, residential, rural housing related concepts, The third part is the analysis of the present situation of the development of the rural houses in Lishui, Zhejiang Province. Firstly, it introduces the situation of Lishui and its tourist resources in Zhejiang Province. Then, it introduces the quantity, distribution and type of the houses in the rural areas of Lishui, Zhejiang Province. It also analyzes the main characteristics and existing problems of the rural houses in Lishui, Zhejiang Province, through the form of questionnaire, the research object, the investigation method, The specific contents of the investigation are analyzed from the characteristics of tourist population, "motive-consumption behavior-service quality". The 4th part is the countermeasures for the development of rural lodging in Lishui, Zhejiang Province, from the perspective of consumer behavior. The 5th part is the conclusion and outlook, a summary of the full text and an analysis of the deficiencies and prospects for the future.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F592.7;F713.55

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