湘乡市郊乡村旅游游客消费行为研究

发布时间：2019-05-07 09:53

【摘要】：在我国,现代乡村旅游是20世纪80年代开始出现的一种新型旅游形式,20世纪90年代以后发展尤为迅速,乡村旅游已成为发展农村经济的有效手段。然而,目前国内学者的研究领域主要侧重于对乡村旅游目的地的开发、规划与管理等方面,对旅游消费者行为的研究尚未成为旅游研究的主流方向,研究程度不够深入,研究成果多呈碎片化,理论上没有显著突破。因此,全面、科学地研究乡村旅游中的游客消费行为,详细了解游客消费市场,使之更好地促进农业、旅游业的发展,具有重要的理论和实践意义。本文在研究前人理论和实践成果的基础上,采用文献研究法、问卷调查法和SPSS17.0软件统计分析等方法,对湘乡市郊乡村旅游地的游客消费行为特征进行了探索性研究。首先,理论研究,对乡村旅游、游客消费行为等相关概念进行界定,然后分别对国内外有关乡村旅游以及游客消费行为的研究进展进行综述,最后简要地对国内外乡村旅游以及游客消费行为的研究进行了述评。其次,实证研究,在搜集、整理湘乡市郊乡村旅游游客消费行为原始数据的基础上,对游客的人口学特征、游客活动资料、消费行为资料以及游客整体评价资料进行统计分析,得出：湘乡市郊乡村旅游消费者多为本地居民的一日游；消费群体的年龄构成以16-44岁为主：旅游形式多为家庭团和朋友团；口碑传送是主要的信息来源渠道；自助游居多；旅游目的多为观光游览、放松心情；消费项目仍然是以餐饮消费为主。再次,在理论研究和实证研究的基础上,针对湘乡市郊乡村旅游地游客消费行为的特征尝试性地提出了完善产业发展规划、完善基础设施条件、打造乡村旅游品牌、采取立体营销模式的对策建议。最后,回顾、总结全文,指出本文的研究结论与不足之处,并对本课题的进一步研究提出展望。
[Abstract]:In China, modern rural tourism is a new form of tourism which began to appear in 1980's, especially after the 1990s. Rural tourism has become an effective means to develop rural economy. However, at present, the research field of domestic scholars mainly focuses on the development, planning and management of rural tourism destinations. The research on tourism consumer behavior has not yet become the mainstream direction of tourism research, and the degree of research is not deep enough. Most of the research results are fragmentation, and there is no significant breakthrough in theory. Therefore, it is of great theoretical and practical significance to study comprehensively and scientifically the consumption behavior of tourists in rural tourism and to understand the tourist consumption market in detail so as to promote the development of agriculture and tourism. Based on the theoretical and practical achievements of predecessors, this paper uses the methods of literature research, questionnaire survey and SPSS17.0 software statistical analysis to make an exploratory study on the characteristics of tourist consumption behavior in rural tourist destinations in the suburbs of Xiangxiang. First of all, the theoretical research, the definition of rural tourism, tourist consumption behavior and other related concepts, and then the domestic and international research progress on rural tourism and tourist consumption behavior are summarized. Finally, the research on rural tourism and tourists' consumption behavior at home and abroad is briefly reviewed. Secondly, the empirical study, on the basis of collecting and sorting out the original data of rural tourists' consumption behavior in the suburbs of Xiangxiang, makes a statistical analysis on the demographic characteristics of tourists, the information of tourists' activities, the data of consumption behaviors and the data of tourists' overall evaluation. It is concluded that the rural tourism consumers in the suburbs of Xiangxiang are mostly a one-day tour of the local residents; The age composition of the consumer group is mainly 16-44 years old: family groups and friends groups are the main forms of tourism; word-of-mouth transmission is the main source of information; self-help tours are the main sources of information; the purpose of tourism is mostly sightseeing and relaxing the mood; Consumption items are still mainly food and beverage consumption. Thirdly, on the basis of theoretical research and empirical research, aiming at the characteristics of tourists' consumption behavior in rural tourist areas in the suburbs of Xiangxiang, this paper tries to put forward to perfect the industrial development plan, perfect the infrastructure conditions, and build the rural tourism brand. Take the three-dimensional marketing model of countermeasures and suggestions. Finally, the paper reviews, summarizes the full text, points out the conclusions and shortcomings of this paper, and puts forward the prospect of further research on this subject.
【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】