基于大学生群体的乡村旅游市场开发研究

Research on the Development of Rural Tourism Market Based on Undergraduates

在乡村旅游逐渐成为人们外出旅游休闲的重要组成部分,并迅速成长为旅游新亮点的背景下,以南京农业大学在校本科生为研究对象,以问卷调查的方式,采用多阶段随机抽样方法,分别就旅游认知、旅游偏好、参与意愿、参与动机、出游方式,对调查结果进行分析,在此基础上对大学生旅游市场的特征进行总结,有针对性地提出了开拓大学生乡村旅游市场的相关建议。

Rural tourism, as an important component of tourism and leisure, has had a rapid growth in recent years and gradually become an outstanding point in tourism industry. Questionnaire survey was carried out among undergraduates at the Nanjing Agricultural University by ap- plying multistage random sampling, on the basis of which undergraduates＇ perception of travelling, tourism inclination, motivation and ways of travelling were analyzed. Characteristics of undergraduate tourism market were summarized, and corresponding suggestions were given to broaden the rural tourism market of undergraduates.