上海城市居民乡村旅游市场需求实证研究

An Empirical Study on the Market Demand towards Rural Tourism of Shanghai Urban Residents

乡村旅游对社会主义新农村建设、构建和谐社会、统筹城乡发展意义巨大。通过采用问卷调查的方法收集基础数据,利用spss12.0软件进行分析,得出上海乡村旅游市场需求的总体特征和显著的人文因素分异特征,分析发现乡村旅游需求特征的性别、年龄和学历分异显著,基于以上分析,从形象塑造、理念更新、交通完善、宣传提升等方面提出了针对性建议。

Rural tourism is of vital significance to constructing new socialist country, creating harmonious society and planning the development of cities and countries as a whole. The paper, through questionnaire survey and the analysis way of Spss12.0, obtains the general features and differentiation characteristics based on humanistic factors. This paper explores the fact that the differentiations among gender, age and the educational background are obvious. Based on these analyses, this paper puts forward targeted suggestions through image - building, concept - renovation traffic - perfection and propaganda - pro- motion.