【摘要】：隨著我國(guó)國(guó)民經(jīng)濟(jì)和社會(huì)的快速發(fā)展,人均可支配收入不斷增加,恩格爾系數(shù)持續(xù)下降,居民消費(fèi)結(jié)構(gòu)出現(xiàn)轉(zhuǎn)變升級(jí)。此外,隨著我國(guó)2.5天小長(zhǎng)假新規(guī)的出臺(tái),居民投入休閑活動(dòng)尤其是短途旅游的時(shí)間更充足,在這一背景下民宿旅游成為越來越多人休閑放松的首選,民宿旅游研究也受到越來越多學(xué)者的關(guān)注。但是已有文獻(xiàn)多基于宏觀視角進(jìn)行民宿旅游的研究,少數(shù)從微觀消費(fèi)者角度出發(fā)研究民宿旅游的,也多基于消費(fèi)者需求狀況這一單一視角,尚未有學(xué)者從民宿消費(fèi)者整個(gè)行為的視角出發(fā)對(duì)民宿旅游進(jìn)行調(diào)查研究。為此,論文選擇基于消費(fèi)者行為,以自然和人文資源豐富且城鄉(xiāng)兼?zhèn)涞膶幉ǘ际泻诵膮^(qū)——寧波江北區(qū)的民宿旅游為研究對(duì)象,對(duì)其進(jìn)行調(diào)查研究。論文首先對(duì)研究背景和意義作了簡(jiǎn)要介紹,對(duì)國(guó)內(nèi)外民宿旅游、消費(fèi)者行為的研究動(dòng)態(tài)進(jìn)行梳理與評(píng)述。接著對(duì)民宿旅游、民宿旅游消費(fèi)者行為作了內(nèi)涵界定,并在文獻(xiàn)研究的基礎(chǔ)上選擇國(guó)外相對(duì)成熟的消費(fèi)者行為理論——EBK模型,結(jié)合民宿旅游內(nèi)涵,做相應(yīng)修正,提出民宿旅游消費(fèi)者行為模型,以此作為論文的理論框架。再接著從寧波市江北區(qū)民宿旅游開發(fā)狀況、發(fā)展的有利條件、面臨的機(jī)遇與挑戰(zhàn)等方面進(jìn)行寧波江北民宿旅游現(xiàn)狀的分析。接著進(jìn)行基于消費(fèi)者行為的寧波市江北區(qū)民宿旅游調(diào)研分析和實(shí)證分析,其中調(diào)研分析通過問卷調(diào)查與實(shí)地走訪相結(jié)合的方式,問卷調(diào)查以寧波江北區(qū)區(qū)內(nèi)的現(xiàn)有游客群體及潛在客源所在地的消費(fèi)群體為調(diào)查對(duì)象,對(duì)其民宿旅游需求認(rèn)知、信息獲取、出游頻率、出游時(shí)間、出游方式、消費(fèi)反饋等消費(fèi)行為進(jìn)行描述性統(tǒng)計(jì)分析;實(shí)地走訪以寧波江北區(qū)民宿旅游示范村落毛岙村和鞍山村為走訪對(duì)象,從消費(fèi)者行為的角度對(duì)經(jīng)營(yíng)者和民宿游客進(jìn)行訪談,總結(jié)出寧波江北區(qū)民宿旅游消費(fèi)者行為特征及民宿旅游存在的問題。實(shí)證分析基于問卷調(diào)查的數(shù)據(jù),利用方差分析、因子分析、回歸分析的方法分析消費(fèi)者內(nèi)在個(gè)人屬性因素對(duì)民宿旅游決策的影響和消費(fèi)者外部環(huán)境評(píng)估因素對(duì)民宿旅游決策的影響,發(fā)現(xiàn)消費(fèi)者年齡、教育程度、收入等內(nèi)在個(gè)人屬性因素及配套環(huán)境、體驗(yàn)產(chǎn)品、文化環(huán)境、田園風(fēng)情和特色服務(wù)等外部環(huán)境評(píng)估因子對(duì)寧波江北民宿旅游決策均有不同情況的顯著影響。最后在總結(jié)調(diào)查分析和實(shí)證分析結(jié)果的基礎(chǔ)上,結(jié)合寧波江北區(qū)民宿發(fā)展現(xiàn)狀,提出發(fā)展寧波江北區(qū)民宿旅游的對(duì)策建議。
[Abstract]:With the rapid development of China's national economy and society, the per capita disposable income is increasing, the Engel's coefficient continues to decline, and the consumption structure of the residents is changing and upgrading. In addition, with the introduction of the new 2.5 days small vacation rule in China, residents have more time to devote themselves to leisure activities, especially short trips. In this context, residential tourism has become the first choice for more and more people to relax. More and more scholars pay attention to the study of residential tourism. However, there are many literatures based on macro perspective to study residential tourism, a few from the perspective of micro-consumers to study residential tourism, but also based on the consumer demand status of a single perspective, No scholars have investigated the residential tourism from the perspective of the whole behavior of residential consumers. Therefore, based on consumer behavior, this paper chooses the residential tourism of Ningbo Jiangbei District, which is rich in natural and human resources and has both urban and rural resources, as the research object, and makes an investigation and research on it. Firstly, the research background and significance are briefly introduced, and the research trends of residential tourism and consumer behavior at home and abroad are reviewed and reviewed. Then the connotation of residential tourism, residential tourism consumer behavior is defined, and on the basis of literature studies, the relatively mature foreign consumer behavior theory-EBK model is selected, combined with the connotation of residential tourism, to make a corresponding revision. This paper puts forward a model of residential tourism consumer behavior, which is the theoretical framework of the paper. Then it analyzes the present situation of residential tourism in Jiangbei District of Ningbo City from the aspects of the development situation, favorable conditions, opportunities and challenges faced by the development of residential tourism in Jiangbei District of Ningbo City. Then, the research and empirical analysis of residential tourism in Jiangbei District of Ningbo City based on consumer behavior is carried out, in which the survey and analysis are combined with questionnaires and field visits. Taking the existing tourist groups in Ningbo Jiangbei District and the consumer groups in the places of potential tourist sources as the objects of investigation, the author makes a survey of their residential tourism needs, information acquisition, travel frequency, travel time, travel mode, etc. Consumer feedback and other consumer behaviors were analyzed by descriptive statistics, and field visits were conducted to interview operators and residential tourists from the perspective of consumer behavior, taking Luomao Village and Anshan Village, a demonstration village of residential tourism in Ningbo Jiangbei District, as the visiting objects. This paper summarizes the behavior characteristics of residential tourism consumers and the problems in residential tourism in Jiangbei District of Ningbo. Empirical analysis based on questionnaire data, using variance analysis, factor analysis, The method of regression analysis analyzes the influence of the consumer's intrinsic personal attribute factor on the residential tourism decision and the influence of the consumer's external environment evaluation factor on the residential tourism decision, and finds out that the consumer's age, education level, etc. The external environmental evaluation factors, such as income, internal personal attribute factors and supporting environment, experience products, cultural environment, pastoral customs and special services, all have significant effects on the tourism decision of Ningbo Jiangbei lodging. Finally, on the basis of summing up the results of investigation and empirical analysis, combined with the present situation of the development of residential accommodation in Jiangbei District of Ningbo, the author puts forward some countermeasures and suggestions for the development of residential tourism in Jiangbei District of Ningbo.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592.7;F719.2;F713.55

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本文編號(hào)：2205754