苏州乡村旅游客源市场特征及开发对策

Study on Structure Characters and Exploitive Strategy of Suzhou Rural Tourism Market

通过市场抽样调查方法,分析了苏州市乡村旅游客源市场结构特征、乡村旅游者出游行为特征和乡村旅游者需求偏好特征。研究结果表明,苏州市乡村旅游客源市场以近距离为主,苏州本市居民和上海构成一级客源市场,社会中上层群体、家庭、城市学生和城市离退休人员是苏州乡村旅游四类重点细分市场,苏州乡村旅游客源市场需求表现出由初级化向高级化发展的趋势,并提出相应的开发对策。

This paper conducted a sampling survey, and analyzed the characteristics of market structure, tourist behavior and tourist preference for Suzhou rural tourism. It was found that close quarters tourist market was the main market for Suzhou rural tourism,and Suzhou and Shanghai citizens were No. 1 market. Upper level of society, families, urban students and urban retirees were important marketing segmentations for Suzhou rural tourism,and the demands for Suzhou rural tourism tended to develop from junior phase to senior phase.