福州市乡村旅游市场特征研究

发布时间：2018-08-05 14:13

【摘要】：乡村旅游对社会主义新农村建设、构建和谐社会、统筹城乡发展意义重大。本文主要从旅游产品供给、游客需求特征和营销策略等3个层面开展对福州市乡村旅游市场特征的研究，可为理性地发展乡村旅游提供导向，为乡村旅游开发实践提供所需要的理论支撑。 首先系统分析了乡村旅游的起源、定义、分类和特点，并总结归纳了乡村旅游的国内外研究现状。 介绍了福州市乡村旅游产品的开发现状，分析了福州市发展乡村旅游的优势、劣势以及面临的机遇和挑战，最后从乡村旅游规划与管理、基础设施建设、乡土民俗文化特色项目开发和市场营销策划四个方面提出了福州乡村旅游发展的策略。 通过对问卷调查所收集基础数据进行统计分析，，分别从游客人口学特征、出行特征、偏好特征、环境认知特征对福州市乡村旅游市场的需求特征进行了分析，并提出应加强乡村旅游规划与管理、加强乡村旅游基础设施建设、加强乡土民俗文化特色项目开发、加强乡村旅游市场营销策划等四个方面的建议。 对福州市乡村旅游市场问卷调查统计数据进行交叉分析，对乡村旅游游客的出行特征和偏好特征在性别、年龄、受教育程度、职业、个人收入等方面的差异性进行比较分析，并从产品设计、产品营销、旅游设施等方面提出了发展福州市乡村旅游的建议。 最后，从乡村旅游产品定价策略、市场细分策略和乡村旅游产品促销策略三个方面提出了福州市乡村旅游市场营销的建议。
[Abstract]:Rural tourism is of great significance to the construction of new socialist countryside, the construction of harmonious society and the overall development of urban and rural areas. This paper mainly studies the characteristics of rural tourism market in Fuzhou from three aspects: the supply of tourism products, the characteristics of tourist demand and the marketing strategy, which can provide guidance for the rational development of rural tourism. To provide theoretical support for rural tourism development practice. Firstly, the origin, definition, classification and characteristics of rural tourism are systematically analyzed, and the current research situation of rural tourism at home and abroad is summarized. This paper introduces the present situation of the development of rural tourism products in Fuzhou, analyzes the advantages, disadvantages, opportunities and challenges faced by the development of rural tourism in Fuzhou, and finally analyzes the planning and management of rural tourism and the construction of infrastructure. This paper puts forward the development strategies of Fuzhou rural tourism from four aspects: the development of local folk culture and the marketing planning. Through the statistical analysis of the basic data collected by the questionnaire, this paper analyzes the demand characteristics of rural tourism market in Fuzhou from the characteristics of tourist demography, travel, preference and environmental cognition. It also puts forward four suggestions: strengthening rural tourism planning and management, strengthening rural tourism infrastructure construction, strengthening the development of rural folk cultural characteristics, and strengthening the marketing planning of rural tourism. This paper makes a cross-analysis of the statistical data of rural tourism market survey in Fuzhou, and compares the differences of travel characteristics and preference characteristics of rural tourism tourists in gender, age, education, occupation, personal income, etc. The suggestions of developing Fuzhou rural tourism are put forward from the aspects of product design, product marketing, tourism facilities and so on. Finally, the paper puts forward some suggestions on rural tourism marketing in Fuzhou from three aspects: pricing strategy of rural tourism products, market segmentation strategy and promotion strategy of rural tourism products.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F327

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