对农村居民旅游动机和行为偏好的实证研究——以湖北省嘉鱼、孝感为例

Empirical Research of Tourism Motivation and Behavior Preference about Rural Residents——Taking Jiayu and Xiaogan （Hubei Province） as example

农村居民旅游日益活跃，但出游动机及行为偏好产生较大差异，以湖北嘉鱼、孝感两地为例进行实证分析发现，两地农村居民出游特质日益凸显。通过在产品、价格、促销和政策等多方面的思考及发掘，在乡村旅游科学发展指导下，农村居民旅游将逐渐兴盏。

Rural residents＇ travel is becoming more and more active, but the travel motivation and behavior preference are different, Take Jiayu and Xiaogan as cases for empirical analysis ,We found that the travel traits of these two rural residents has become increasingly prominent. Through thinking and exploring in product, price, promotion and policy in many aspects, in guiding the development of rural tourism science, tourism in rural residents will gradually flourish.