本文選題：鄉(xiāng)村旅游　切入點：消費者行為　出處：《上海師范大學》2014年碩士論文

【摘要】：隨著我國國民經(jīng)濟的快速發(fā)展，人民生活水平和城市化水平得以不斷提高，由此加深了城市居民對鄉(xiāng)村田園風光生活的向往，鄉(xiāng)村旅游業(yè)便應運而生，經(jīng)過近20多年的發(fā)展，鄉(xiāng)村旅游已成為國內旅游主戰(zhàn)場和居民消費的重要領域。 鄉(xiāng)村旅游作為上海市旅游業(yè)發(fā)展的重點，在促進城鄉(xiāng)一體化、緩解城市就業(yè)壓力、改善鄉(xiāng)村產(chǎn)業(yè)結構、增加農民收入等方面發(fā)揮著不可替代的作用。上海鄉(xiāng)村旅游業(yè)如何更好的滿足消費市場的需求，不僅關系到自身的可持續(xù)發(fā)展，而且對其他都市地區(qū)鄉(xiāng)村旅游的發(fā)展也有一定的借鑒意義。 本文以上海市鄉(xiāng)村旅游消費者為研究對象，依據(jù)消費者市場調查資料和相關統(tǒng)計資料，采用空間分析和市場分析相結合的手段，首先對上海市鄉(xiāng)村旅游產(chǎn)品類型和空間分布進行分析，其次從人口學特征、消費者行為特征等方面綜合分析上海市鄉(xiāng)村旅游客源市場的總體特征，進而從人口統(tǒng)計的角度具體分析影響其消費行為的主要因素，最后基于上述研究成果針對性地提出上海市鄉(xiāng)村旅游可持續(xù)發(fā)展的相關對策與建議。 本研究主要結論有：（1）在產(chǎn)品類型上，上海鄉(xiāng)村旅游產(chǎn)品分為觀光游覽類、消遣娛樂類、歷史文化類和休閑度假類；在空間分布上，上海鄉(xiāng)村旅游景區(qū)（點）基本呈不均衡分布，其中休閑度假類和消遣娛樂類較觀光游覽類和歷史文化類相對更為集中。（2）在上海鄉(xiāng)村旅游消費者人口統(tǒng)計特征方面，在居住地上，以上海市居民為主，同時其它省（區(qū)）、市也占有一定比重；游客在性別上數(shù)量大致相當；在年齡上以中青年為主，且多數(shù)人受過高等教育；消費者的職業(yè)較為分散；在收入上，目前仍以中低等收入人群為主，但高收入人群也不容忽視。（3）在上海鄉(xiāng)村旅游消費者行為特征及其影響因素方面，放松身心/緩解壓力和領略鄉(xiāng)村田園風光是游客出游的最主要動機，且不同群體表現(xiàn)出的旅游動機具有差異性；網(wǎng)絡和親友推薦是游客獲取旅游信息的最主要途徑，不同居住地、職業(yè)、年齡和月收入對出游信息的選擇有所區(qū)別；在決策行為中，鄉(xiāng)村旅游具有明顯的季節(jié)性差異，景點知名度/豐富度、距離及交通條件對游客出游決策影響較大，自駕車旅游成為消費者鐘愛的一種交通方式，同時，公交車出游也占有較大比重，在交通時間上，，消費者可接受的單程旅游距離以1-2小時為主；在體驗行為中，消費者多數(shù)為不過夜游客，農家、民俗接待戶成為過夜游客的首選，在用餐上，自帶食品的消費者占有一定比重，在旅游商品的購買上，40.8%的消費者表示不會購買，旅游花費呈中低水平，總體而言，收入越高，消費者在旅游中的花費就越多；在評價行為中，消費者對上海鄉(xiāng)村旅游的滿意度呈中等偏上水平，并隨著滿意度的增加，推薦度也會相應提高，游客重游此地的比例就越大。（4）基于上述分析，對上海鄉(xiāng)村旅游發(fā)展提出針對性建議，包括進行產(chǎn)品開發(fā)與組合、拓寬營銷渠道、加強基礎設施建設、提高經(jīng)濟效益等。
[Abstract]:With the rapid development of China's national economy, people's living level and city level is continuously improved, thus deepening the city residents yearning for rural idyllic life, rural tourism has emerged, after nearly 20 years of development, rural tourism has become an important area of the main battlefield of domestic tourism and consumption.
Rural tourism as the focus of the development of tourism in the city of Shanghai, in promoting the integration of urban and rural areas, alleviate the employment pressure in city, improve the rural industrial structure, plays an irreplaceable role in increasing farmers' income. The demand of Shanghai rural tourism, how to better meet the consumer market, not only related to the sustainable development of itself, but also the reference value for development of rural tourism in other urban areas.
This paper takes the Shanghai city rural tourism consumers as the research object, based on the consumer market survey data and related statistical data, using spatial analysis and market analysis combining means, first of all types of rural tourism products and spatial distribution in Shanghai city are analyzed, followed by demographic characteristics, general characteristics of rural tourism market in Shanghai city comprehensive analysis the characteristics of consumer behavior, and then from the demographic point of view to analyze the main factors affecting the consumer behavior based on the above research results, finally puts forward relevant countermeasures and suggestions for sustainable development of rural tourism in Shanghai.
The main conclusions of this study are: (1) in the type of product, the product of rural tourism in Shanghai to visit for sightseeing, entertainment, history and culture and leisure class; the spatial distribution of rural tourism scenic area, Shanghai (point) is not evenly distributed, the leisure class and entertainment more sightseeing and cultural history are relatively concentrated. (2) in the Shanghai rural tourism consumer demographic characteristics, in the place of residence, to the residents of the city of Shanghai, and other provinces (regions), the city also has a certain proportion; tourists in gender on roughly the same number; mainly to young in age, and most people receive higher education; consumer occupation is more dispersed; in income, the low income crowd, but high-income groups can not be ignored. (3) the characteristics of rural tourism consumer behavior factors in Shanghai and its influence Relax, relieve pressure / and enjoy the rural scenery, is the main motivation of tourists, and the different groups showed the tourism motivation have differences; network and recommendation is the main route, visitors get travel information in different place of residence, occupation, age and income difference of travel information; in the decision-making behavior, rural tourism has obvious seasonal difference, attractions visibility / richness, distance and traffic conditions on the tourist decision-making influence, self driving tour has become a consumer favorite means of transportation, at the same time, bus travel also accounted for a large proportion, in the traffic time, one-way travel distance consumers can accept in 1-2 hours; in the experience of behavior, the majority of consumers are not overnight tourists, farmers, folk households become the first choice for tourists reception overnight, at the table, take food Consumers occupy a certain proportion, in the tourism commodity purchase, 40.8% of consumers said they would not buy tourist spending was in the low level, in general, the higher the income, consumers in the tourism in the more cost; in the evaluation of behavior, consumer satisfaction of rural tourism in Shanghai is on the middle level, and with satisfaction increase the recommendation will increase, the proportion of tourists return is. (4) based on the above analysis, the development of rural tourism in Shanghai and put forward some suggestions, including product development and combination, expand marketing channels, strengthen infrastructure construction, improve economic efficiency.

【學位授予單位】：上海師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F327;F592.7

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