门头沟新型乡村旅游市场研究

Market Research and Analysison Rural Tourism in Mentougou

近年来,随着收入、闲暇时间的增多,城市生活节奏的加快以及竞争的日益激烈,人们渴望能从优美的环境中放松、休闲。于是,回归自然的乡村旅游就成为了人们最好的选择。采用市场调研的方法,选取门头沟各乡镇的乡村旅游作为研究对象,重点对门头沟乡村旅游市场进行了调研和分析。经过对门头沟乡村旅游经营方和消费者的实地调研,SPSS分析的结果显示,尽管随着近几年乡村旅游的发展和游客不断成熟和个性化,门头沟乡村旅游也得到了一定的发展,但是,门头沟乡村旅游基础设施和道路交通条件差、乡村旅游产品单一、宣传力度不够、筹集资金渠道狭窄、游客满意度有待提高等因素,致使门头沟乡村旅游发展还不完善。针对制约门头沟乡村旅游发展的因素,从文化创意的角度研究门头沟乡村旅游,旨在把门头沟乡村旅游的资源优势转变为经济优势,促进门头沟乡村旅游的转型升级。

In recent years, with the increase of income and leisure time, the fast rhythm of urban life and fierce competition, people are eager to relax and take a leisure life in the beautiful environment. As a result, rural tourism has become the best choice for people. We adopted the method of market research, selected the villages and towns of rural tourism as the research object, and focused on the market of Mentougou rural tourism for research and analysis. Through the field surveys of operators and consumers of Mentougou rural tourism, SPSS analysis results showed that although with the development of rural tourism and tourists mature and individuation in recent years, Mentougou rural tourism has also got certain development. However, the development of Mentougou rural tourism was also imperfect due to some factors, such as poor infrastructure and traffic conditions, single products of rural tourism and reception environment, etc. We aimed at restraint factors of the development of Mentougou rural tourism and studied from the perspective of culture creativity of Mentougou rural tourism in order to translating the resources advantages of Mentougou rural tourism into economic advantages, and promoted the transformation and upgrading of Mentougou rural tourism.