【摘要】：在我國(guó),現(xiàn)代鄉(xiāng)村旅游是20世紀(jì)80年代開(kāi)始出現(xiàn)的一種新型旅游形式,20世紀(jì)90年代以后發(fā)展尤為迅速,鄉(xiāng)村旅游已成為發(fā)展農(nóng)村經(jīng)濟(jì)的有效手段。然而,目前國(guó)內(nèi)學(xué)者的研究領(lǐng)域主要側(cè)重于對(duì)鄉(xiāng)村旅游目的地的開(kāi)發(fā)、規(guī)劃與管理等方面,對(duì)旅游消費(fèi)者行為的研究尚未成為旅游研究的主流方向,研究程度不夠深入,研究成果多呈碎片化,理論上沒(méi)有顯著突破。因此,全面、科學(xué)地研究鄉(xiāng)村旅游中的游客消費(fèi)行為,詳細(xì)了解游客消費(fèi)市場(chǎng),使之更好地促進(jìn)農(nóng)業(yè)、旅游業(yè)的發(fā)展,具有重要的理論和實(shí)踐意義。 本文在研究前人理論和實(shí)踐成果的基礎(chǔ)上,采用文獻(xiàn)研究法、問(wèn)卷調(diào)查法和SPSS17.0軟件統(tǒng)計(jì)分析等方法,對(duì)湘鄉(xiāng)市郊鄉(xiāng)村旅游地的游客消費(fèi)行為特征進(jìn)行了探索性研究。 首先,理論研究,對(duì)鄉(xiāng)村旅游、游客消費(fèi)行為等相關(guān)概念進(jìn)行界定,然后分別對(duì)國(guó)內(nèi)外有關(guān)鄉(xiāng)村旅游以及游客消費(fèi)行為的研究進(jìn)展進(jìn)行綜述,最后簡(jiǎn)要地對(duì)國(guó)內(nèi)外鄉(xiāng)村旅游以及游客消費(fèi)行為的研究進(jìn)行了述評(píng)。 其次,實(shí)證研究,在搜集、整理湘鄉(xiāng)市郊鄉(xiāng)村旅游游客消費(fèi)行為原始數(shù)據(jù)的基礎(chǔ)上,對(duì)游客的人口學(xué)特征、游客活動(dòng)資料、消費(fèi)行為資料以及游客整體評(píng)價(jià)資料進(jìn)行統(tǒng)計(jì)分析,得出：湘鄉(xiāng)市郊鄉(xiāng)村旅游消費(fèi)者多為本地居民的一日游；消費(fèi)群體的年齡構(gòu)成以16-44歲為主：旅游形式多為家庭團(tuán)和朋友團(tuán)；口碑傳送是主要的信息來(lái)源渠道；自助游居多；旅游目的多為觀光游覽、放松心情；消費(fèi)項(xiàng)目仍然是以餐飲消費(fèi)為主。 再次,在理論研究和實(shí)證研究的基礎(chǔ)上,針對(duì)湘鄉(xiāng)市郊鄉(xiāng)村旅游地游客消費(fèi)行為的特征嘗試性地提出了完善產(chǎn)業(yè)發(fā)展規(guī)劃、完善基礎(chǔ)設(shè)施條件、打造鄉(xiāng)村旅游品牌、采取立體營(yíng)銷模式的對(duì)策建議。 最后,回顧、總結(jié)全文,指出本文的研究結(jié)論與不足之處,并對(duì)本課題的進(jìn)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.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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