基于修订饮食生活型态量表的乡村旅游餐饮消费群体类型划分

A Study on the Consumer Groups of Food and Beverage in Rural Tourism Based on the Revised Food-related Lifestyle Scale

我国乡村旅游市场正从传统的观光游向深度体验游转变,乡村旅游餐饮消费再次走红,并呈现出群体分化、体验升级等新特征。本文基于文献和网评梳理了我国乡村旅游餐饮消费的基本特征,以此为基础从就餐方式、品质取向、烹饪乐趣、消费情景和就餐动机五个维度,修订了乡村旅游饮食生活型态量表,利用北京游客调查问卷验证了新量表的有效性。通过探索性因子分析和聚类分析,本文将乡村旅游餐饮消费划分为健康优先型、味道猎奇型和传统消费型三类群体。其中,健康优先型喜欢参与烹饪过程,对菜品的健康和新鲜非常关注;而味道猎奇型则在意就餐享受和菜品价格。在此基础上,本文提出了打造特色菜、开发多种烹饪活动、提升菜品性价比等营销策略。

China’s rural tourism market is changing from traditional sightseeing to in-depth experience,and the consumption of food and beverage in rural tourism becomes popular again and presents new features,such as group differentiation and experience upgrading.Based on literature review and online comments,the author compares the basic characteristics of the consumption of food and beverage in rural tourism in China.Furthermore,we revises the related scale in five dimensions:dining style,quality orientation,cooking pleasure,consumption scenario and dining motivation,verifying the validity of the new scale by doing a Beijing tourist survey.Through exploratory factor analysis and cluster analysis,this paper classifies rural tourism food consumption into three groups:health-first type,taste-hunting type and traditional consumption type.Among them,the health-first type likes participating in cooking process and is very concerned about the health and freshness of the dishes,while the taste-hunting type cares more about dining enjoyment and the price of the dishes.Finally,this paper proposes marketing strategies,such as creating special dishes,developing various cooking activities and improving the cost performance of dishes.