基于游客偏好的农家乐竞争因素研究

Competitive Factors of Farm Tourism on the Preference of Tourists

文章在回顾农家乐旅游竞争力研究的基础上进一步明确农家乐游客的出游动机和产品需求因素构成。通过对在大圩参与农家乐旅游的游客进行抽样调查,运用因子分析的统计方法,发现游客出游动机的五大因素构成,即出游便捷因子、乡村体验因子、休闲放松因子、户外活动因子和社交活动因子;以及游客产品重视因素的四大构成,即基础接待因子、内外环境因子、娱乐活动因子和配套服务因子。根据本研究的结果提出了增强农家乐旅游项目竞争力的建议。

This paper further clarifies the agritainment tourist＇s motivation and the composition of the product demand fac- tors based on the research of the agritainment tourist competitiveness. After sampling the tourists of DaWei County＇s ag- ritainment tourist survey, using statistical methods of factor analysis, found the tourist motivation consists of five factors： the travel convenience factor, the rural experience factor, relaxing factor, outdoor activity factor and social factor. The paper also analysis the four tourist product value factors： basic reception factor, internal and external environment factor, entertainment factor and service factor. According to the results of this study the paper puts forward to enhance the com- petitiveness of farm tourism project proposal.