长沙市岳麓区老年人乡村旅游市场需求研究

发布时间：2018-06-03 06:07

本文选题：老年人旅游 + 乡村旅游　；参考：《中南林业科技大学》2013年硕士论文

【摘要】：目前针对老年人乡村旅游需求和市场开发的研究几乎空白,老年人乡村旅游项目开发不足。本文以居住在湖南省长沙市岳麓区老年人为研究对象,分析老年旅游者对乡村旅游的市场需求。本文除了结合国内外关于乡村旅游方面的研究文献外,还从旅游市场营销基本理论上出发,采用文献研究法、问卷调查法、访谈法和定量分析法对居住在长沙市岳麓区的老年旅游市场需求进行了较完整的研究,具体内容为：首先对本文中涉及的相关概念进行界定：如旅游市场、旅游需求、乡村旅游、老年人旅游等；第二分析了老年旅游者的行为特征和心理特征；本文的重点是对岳麓区老年人进行抽样调查,根据调查所得的数据分析,得到以下结论：第一,在调查中,居住在岳麓区老年人的每日闲暇时间较多,而利用闲暇时间进行的最多的休闲活动是打牌或打麻将。老年人每年出门旅游(包括乡村旅游、农家乐等)的次数以1次的居多,制约出游次数的最主要因素是普遍认为没有适合老年人的旅游产品,旅游宣传册和亲朋推荐是老年人获取旅游信息的主要渠道,配偶对老年人出游决策影响最大。第二,居住在岳麓区老年人对乡村旅游的出游认知越多则出游意向越高,旅游地“口碑效应”是老年人的出游时考虑的主要因素。因为长沙气候的原因老年人愿意在春秋两季参加旅游活动,旅游动机以休闲娱乐和康体保健为主,最感兴趣的是度假型的旅游地,在出游交通方式、出游的距离和出游方式等方面,更愿意在双休日与家人和子女一起自驾车到近距离的乡村景区进行旅游活动,到达乡村旅游目的地后由于景区娱乐项目少的原因停留的时间不超过一天的居多。第三,居住岳麓区老年人对乡村旅游需求的偏好表现为,偏好干净卫生的饮食,如在乡村旅游景区住宿主要选择宾馆酒店住宿,喜好当地的土特产品,钓鱼、散步和泡温泉是最受老年人欢迎的休闲项目。第四,居住在岳麓区老年人在对乡村旅游目的地类型、餐饮、休闲娱乐、旅游动机、消费水平、交通方式的选择方面因人口学特征的不同而有差异。具体来说：女性多动,男性多静,度假型需求受到各年龄段老年人喜欢,随着年龄的增长需求由动到静转换,受教育水平越高越注重休闲和保健,收入水平越高对餐饮的营养价值需求也越高,同时可自由支配收入越高能接受的消费水平也越高,身体状况良好的老年人所参与的娱乐项目多是动态的,身体状况一般或较差的老年人更喜静态的项目。针对以上结论,本文提出以下建议：到社区或老年人聚集地进行旅游宣传来加强乡村旅游的推广,提高老年人对乡村旅游的认知和出游意向；针对老年人的闲暇时间和出游交通方式的因素,一方面开发乡村旅游公交线路,另一方面乡村旅游景区可与社区或旅行社联合开发为老年人提供可接送的乡村旅游交通服务；设计出更多的度假型和疗养型的产品,树立品牌,延长老年人在乡村的停留时间。
[Abstract]:At present, the research on the needs and market development of rural tourism for the elderly is almost blank, and the development of rural tourism projects for the elderly is insufficient. This paper analyzes the market demand of the elderly tourists to rural tourism based on the old people living in Yuelu District, Changsha, Hunan.
In addition to the research literature on rural tourism at home and abroad, this paper, starting from the basic theory of tourism marketing, uses literature research method, questionnaire survey method, interview method and quantitative analysis method to carry out a more complete study on the demand for the elderly tourism market in Yuelu District, Changsha. The specific content is as follows:
First, the relevant concepts involved in this paper are defined, such as tourism market, tourism demand, rural tourism, elderly tourism, and so on. Second analysis of the behavioral characteristics and psychological characteristics of the elderly tourists; the focus of this paper is the sampling survey of the elderly in Yuelu District, according to the data analysis obtained from the investigation, get the following conclusions:
First, in the survey, the daily leisure time of the elderly living in Yuelu District is more, and the most leisure activities used in leisure time are playing cards or playing mahjong. The number of the elderly people traveling (including rural tourism, farm family music, etc.) is mostly 1 times. The most important factor restricting the number of trips is that it is generally considered not suitable. Tourism products, travel brochures, and family recommendation are the main channels for the elderly to obtain travel information. Spouses have the greatest impact on the elderly's travel decisions.
Second, the more the old people living in Yuelu District have a higher awareness of traveling in the countryside, the higher the travel intention is. The "word of mouth effect" is the main factor for the elderly to travel. Because of the climate of Changsha, the elderly are willing to take part in the tourism activities in the spring and Autumn period and the two quarter. The motivation of tourism is mainly leisure and recreation and health care. The interest is holiday type tourist destination. In the way of traveling, distance and way of traveling, it is more willing to travel with family and children from driving to the near village in the double holiday. The time of staying after the destination of the tourist destination is not more than one day.
Third, the preference of the elderly people living in Yuelu District for rural tourism demand is that they prefer a clean and hygienic diet, such as accommodation in the Gaestgiveriet Hotel in the rural tourist attractions, local native products, fishing, walking and hot springs are the most popular leisure events for the elderly.
Fourth, the old people living in Yuelu District are different in the types of rural tourism destination, catering, leisure and entertainment, tourism motivation, consumption level, and the choice of transportation methods are different due to different demographic characteristics. Specifically, women are more active, men are more quiet, holiday demand is liked by all age groups, with the increasing demand of age. The higher the level of education is, the higher the level of education is, the higher the level of education is concerned with leisure and health care. The higher the income level is, the higher the demand for the nutritive value of the food and beverage, the higher the higher the consumption level is, the higher the higher the higher the higher the income is. More like static projects.
In view of the above conclusions, the following suggestions are put forward: to promote the promotion of rural tourism, promote the promotion of rural tourism, improve the cognition and intention of the rural tourism by the community or the old people gathering place, and improve the leisure time and the transportation mode of the old people, develop the rural tourism bus line on one side, and on the other hand. The village tourist attractions can jointly develop with the community or travel agency for the elderly to provide available rural tourism transportation services, design more holiday and convalescent products, set up the brand, prolong the residence time of the elderly in the countryside.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

【参考文献】