游客对乡村旅游形象的重视因素分析——以宁德地区乡村旅游为例

Analysis of the factors of rural tourism image attached the importance by tourists——Taking rural tourism in Ningde District as a case

为拟定宁德地区未来乡村旅游形象的塑造策略,从休闲旅游体验、增加知识见闻、服务设施环境、现代附属功能、儿时农村生活、丰富主题活动等6个游客所重视的乡村旅游形象的因素出发,采用因素分析法,针对15岁以上的游客以结构式问卷进行随机抽样调查。研究表明,游客对乡村旅游形象的重视因素具有显著性差异,同时游客最注重的形象是关于服务设施环境方面的提升。

To work out a strategy for building a rural tourism image in Ningde District,factor analysis method was used to conduct a randomized survey on tourists above 15 years old by structural questionnaires in terms of leisure recreation,increasing knowledge and information,service facilities,additional modern functions,childhood in the countryside,and abundant themes for activities,which were the factors of rural tourism image attached the importance by tourists.Significant differences have been proved in the importance of the factors of rural tourism image among different opinions of various tourists,while the image attached the most importance by tourists is the upgrade of service facilities.