广东省农村居民旅游认知与出游偏好分析

An analysis of the tourism cognition and tourism preference of the rural residents in Guangdong province

论文通过对广东省6个城市12个区891个农村居民进行抽样调查,分析了农村居民的旅游认知、出游偏好及出游选择的影响因素。研究表明,广东省农村居民的旅游认知程度较高,且区域差异明显;农村居民旅游偏好受人口统计因素的影响明显,目的地选择前三位依次为风景名胜区、历史建筑古迹区和大城市,出游时间基本不受农时节气的影响;随着距离的递增,出游频率和出游愿望不断递减;多数农村居民将安全性视为出游的首要影响因素。文章指出,广东省农村旅游市场值得大力开发与培育。旅游企业应根据农村居民出游特征与偏好进行市场拓展,而政府应规范旅游企业的市场行为。

Based on the sampling surveys of 891 valid samples with questionnaires in six cities and twelve districts of Guangdong province, this paper analyzes the tourism cognition and tourism preference of the rural residents. Some conclusions are drawn as follows ： it shows a high level of tourism cognition and evident regional variations ; tourism preference of rural residents is impacted by demographic factors obviously, the top three destination choices are scenic attractions, historic buildings and monuments dis- tricts and big cities, and the travel times are not affected by the farming solar term; with the distance increasing, travel frequency and travel intention are diminishing; most rural residents take security as the first important influence factor when they make a choice. Finally, the author points out that the rural tourism market of Guangdong province is worth developing and cultivating, tourism enterprises should expand the market according to the characteristics and tourism preferences of the rural residents, and the government should regulate the market behavior of tourism enterprises.