中小城市乡村旅游行为轨迹机理比较研究——以莆田市滨海与森林公园所在乡(镇)为例

Comparative study on behavior mechanisms of rural tourists from towns and medium-sized cities——Taking the rural tourism of villages and towns in the seashore and forest park in Putian City,Fujian Province as an example

在实地问卷调研和专家访谈的基础上,以福建省莆田市滨海乡(镇)、森林公园为研究区域,对调查样本人口学特征进行对比分析后,从旅游信息的收集与处理、旅游动机的激发、旅游目的地的选择、旅游消费水平与偏好、出游方式和频率、游客亲疏度和客源地等方面比较中小城市乡村旅游的游客行为轨迹机理,为乡村旅游深度开发、目标定位、旅游营销等提供决策依据。

Based on the interviews with specialists and on-the-spot questionnaire survey,taking the oceanfront township and forest parks in Putian,Fujian Province as the areas for study,the article makes a comparative analysis on the demographic characteristics of tourist samples.Thereafter,the behavior mechanisms of rural tourists from towns and medium-sized cities are compared in terms of the channels accessing to tourism information,tourism motivation,selection of tourism destinations,means and frequency of traveling,tourism consumption level and tendency,tourists′ degrees of kinship and source markets,etc,so as to offer scientific reference to further development,target positioning and marketing of rural tourism.