云南省乡村旅游市场特征研究

Research on Characteristics of Rural Tourism Market in Yunnan

乡村旅游是云南省旅游"二次创业"和云南省社会主义新农村建设的亮点。在问卷调查和相关资料查阅的基础上,利用Excel软件和SPSS软件相关统计软件,对云南省乡村旅游人口特征、出游行为特征、消费偏好及消费结构、云南省乡村游客感知进行了详细的分析,并得出相关结论:市场面宽泛,市场潜力大;重游率较高,逗留时间相对较短;旅游目的凸显休闲度假旅游;"乡村特色"和"民族特色"备受青睐;乡村旅游消费总量较高;游客满意度高;季节差异性不大。

Rural tourism was a bright spot of Yunnan tourism＇s Second Pioneering and the building of new socialist rural areas. On the basis of a questionnaire survey and related information, making use of Excel software and SPSS statistical software, this paper made analysis of demographic characteristics, travel behavior, consumer preferences and consumption structure, rural tourists apperceive. Finally, it drew relevant conclusions as follows： the market was broad and potential, the rate of second-tourism was higher, staying in a relatively short period of time, tourism highlighted the purpose of leisure trav- el; Village Character and National Characteristics was popular, total consumption of rural tourism was higher, visitor＇s higher satisfaction, little season difference.