基于旅游消费者行为视角探析微旅游发展

Study on Development of Micro Tourism from View of Travel Consumer Behavior Perspective

伴随着互联网络信息的迅速发展，微旅游作为一种现代休闲旅游衍生出的新旅游方式，已渐渐地被旅游者所熟知并成为旅游界关注的焦点。基于当前传统旅游向休闲度假旅游转变的时机，文章重点从旅游消费行为视角出发，结合“需求一动机一行为”模式分析近年来旅游消费行为中旅游需要、旅游动机及旅游消费行为的变化，以此来探析当前微旅游发展的可行性，并有针对性的对未来微旅游发展提出合理可行的对策，以期促进微旅游的可持续发展。

In the Web2.0 era, with the rapid development of network information, micro- tourism, as a new way of tourism derived in the leisure tourism development, has been well known by tourists gradually and become the focus of attention of the tourism. This article ,from the perspective of tourism consumer behavior, combined with ＂demand-motive- behavior＂ mode to analyze tourism demand, tourism motivation and the needs of tourism consumption behavior changes in recent years travel consumer behavior, in order to explore the feasibility of micro tourism development. And we can put forward the relatively reasonable and feasible countermeasures in order to promote the sustainable development of micro tourism development.