浙江省农村居民旅游消费偏好及市场拓展对策研究
发布时间：2018-10-15 11:27
【摘要】：随着农业生产结构调整和生产效率的提高、农村居民休闲时间与可支配收入的增加、以及消费观念的转变,我国农村居民的旅游意识及旅游需求不断提高,农村居民旅游研究已经成为国家旅游发展的重要战略之一,同时也备受学术界关注。浙江省作为我国沿海地区的经济强省和旅游大省,其农村居民收入快速增长,旅游市场正处于消费扩张时期,具有极大的发展潜力。研究关注浙江省农村居民的旅游消费偏好,并依据其市场特征提出相应举措,具有一定的现实价值意义。 本文借鉴行为学、心理学、营销学等学科的理论与方法,在理论阐述与相关概念界定的基础上,选取浙江省11个地市124个行政村的农村居民作为实证研究对象,采用问卷调查和入户访谈的方式获取第一手数据资料,分析了浙江省农村居民在出游意向、旅游行为、旅游时空、旅游消费等方面的偏好特征以及旅游消费偏好的影响因素,并得出以下几点研究结论： 第一,运用描述性统计分析,得出浙江省农村居民的出游意向及各项旅游消费偏好特征,包括旅游态度积极、出游欲望强烈、旅游动机以增长见闻为主、出游主要受时间与收入限制、偏好自助结伴出游、信息来源多样、出游半径较短、消费层次居中等特征。 第二,利用李克特五点量表的形式对影响农村居民旅游消费偏好的因素进行因子分析,共萃取出四项公因子F1～F4,并分别命名为“景观设施”、“形象吸引”、“消费成本”和“体验氛围”；同时运用方差分析的方法对不同个人背景变量的农村居民在消费偏好影响因子上的差异进行探索,得到“景观设施”因子对农村居民的旅游消费偏好影响程度较大,“体验氛围”因子影响程度较小的总体影响特征,且在不同个人背景变量下,农村居民受各项因子的影响程度不同,相关分析证明人口统计学特征与旅游消费偏好影响因子之间具有一定的弱相关关系。 第三,在特征分析研究的基础上,从政府部门和旅游企业两个角度针对性提出拓展浙江省农村居民旅游市场的相应对策,如加大旅游政策扶持、拓宽农民增收渠道、增设农村服务网点、实施差异个性服务等。
[Abstract]:With the adjustment of agricultural production structure and the improvement of production efficiency, the increase of leisure time and disposable income of rural residents, as well as the change of consumption concept, the tourism consciousness and tourism demand of rural residents in China have been increasing. The study of rural residents' tourism has become one of the important strategies for the development of national tourism. As a strong economic province and a big tourist province in the coastal areas of China, Zhejiang Province has a rapid increase in rural residents' income, and the tourism market is in the period of consumption expansion, which has great potential for development. It is of practical significance to study the tourism consumption preference of rural residents in Zhejiang province and put forward corresponding measures according to their market characteristics. Based on the theories and methods of behavioral science, psychology, marketing and other disciplines, this paper selects the rural residents of 124 administrative villages in 11 cities of Zhejiang Province as the empirical research objects, on the basis of theoretical elaboration and definition of related concepts. By means of questionnaire survey and household interview, the author analyzed the preference characteristics of rural residents in Zhejiang Province in terms of travel intention, travel behavior, travel time and space, tourism consumption, and the influencing factors of tourism consumption preference, and analyzed the characteristics of rural residents' preference in the aspects of travel intention, travel behavior, tourism time and space, tourism consumption and so on. The main conclusions are as follows: first, by using descriptive statistical analysis, the author draws the conclusion that the rural residents in Zhejiang Province have the characteristics of travel intention and consumption preference, including positive tourism attitude and strong desire to travel. Tourism motivation is mainly growth, travel is mainly limited by time and income, preference is self-help group travel, information sources are diverse, travel radius is short, consumption level is in the middle, and so on. Secondly, using the form of Likert five-point scale to analyze the factors influencing rural residents' tourism consumption preference, four common factors F1F4 were extracted and named "landscape facilities" and "image attraction" respectively. "consumption cost" and "experience atmosphere"; at the same time, using the method of variance analysis to explore the difference of the influence factors of consumption preference of rural residents with different personal background variables. The overall influence characteristics of "landscape facility" factor on rural residents' tourism consumption preference and "experience atmosphere" factor are obtained, and under different personal background variables, the overall influence characteristics of "landscape facility" factor are obtained, and the influence of "experience atmosphere" factor on rural residents' tourism consumption preference is also analyzed. The correlation analysis showed that there was a weak correlation between the demographic characteristics and the influencing factors of tourism consumption preference. Thirdly, on the basis of characteristic analysis and research, this paper puts forward corresponding countermeasures to expand the tourism market of rural residents in Zhejiang Province from the two angles of government departments and tourism enterprises, such as increasing the support of tourism policy and widening the channels of increasing farmers' income. Add rural service network, implement differential personality service and so on.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7;F224
本文编号：2272404
[Abstract]:With the adjustment of agricultural production structure and the improvement of production efficiency, the increase of leisure time and disposable income of rural residents, as well as the change of consumption concept, the tourism consciousness and tourism demand of rural residents in China have been increasing. The study of rural residents' tourism has become one of the important strategies for the development of national tourism. As a strong economic province and a big tourist province in the coastal areas of China, Zhejiang Province has a rapid increase in rural residents' income, and the tourism market is in the period of consumption expansion, which has great potential for development. It is of practical significance to study the tourism consumption preference of rural residents in Zhejiang province and put forward corresponding measures according to their market characteristics. Based on the theories and methods of behavioral science, psychology, marketing and other disciplines, this paper selects the rural residents of 124 administrative villages in 11 cities of Zhejiang Province as the empirical research objects, on the basis of theoretical elaboration and definition of related concepts. By means of questionnaire survey and household interview, the author analyzed the preference characteristics of rural residents in Zhejiang Province in terms of travel intention, travel behavior, travel time and space, tourism consumption, and the influencing factors of tourism consumption preference, and analyzed the characteristics of rural residents' preference in the aspects of travel intention, travel behavior, tourism time and space, tourism consumption and so on. The main conclusions are as follows: first, by using descriptive statistical analysis, the author draws the conclusion that the rural residents in Zhejiang Province have the characteristics of travel intention and consumption preference, including positive tourism attitude and strong desire to travel. Tourism motivation is mainly growth, travel is mainly limited by time and income, preference is self-help group travel, information sources are diverse, travel radius is short, consumption level is in the middle, and so on. Secondly, using the form of Likert five-point scale to analyze the factors influencing rural residents' tourism consumption preference, four common factors F1F4 were extracted and named "landscape facilities" and "image attraction" respectively. "consumption cost" and "experience atmosphere"; at the same time, using the method of variance analysis to explore the difference of the influence factors of consumption preference of rural residents with different personal background variables. The overall influence characteristics of "landscape facility" factor on rural residents' tourism consumption preference and "experience atmosphere" factor are obtained, and under different personal background variables, the overall influence characteristics of "landscape facility" factor are obtained, and the influence of "experience atmosphere" factor on rural residents' tourism consumption preference is also analyzed. The correlation analysis showed that there was a weak correlation between the demographic characteristics and the influencing factors of tourism consumption preference. Thirdly, on the basis of characteristic analysis and research, this paper puts forward corresponding countermeasures to expand the tourism market of rural residents in Zhejiang Province from the two angles of government departments and tourism enterprises, such as increasing the support of tourism policy and widening the channels of increasing farmers' income. Add rural service network, implement differential personality service and so on.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7;F224
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