老年乡村度假市场分析——以浙江省为例

Analysis of Senior Rural Resort Market——A Case Study of Zhejiang Province

文章针对老年人的乡村度假行为偏好对浙江11个地市50岁以上的老年群体进行调研分析,结果发现,浙江老年人农村熟悉度高、乡村养老度假意愿强烈;收入来源主要依靠养老金和子女赡养,对于价格相对敏感,乡村度假产品可接受的住宿价格在人均50元左右;浙江老年群体在乡村度假地的选择上更在意乡村的自然和社会环境,普遍认为乡村度假中安全、医疗、环境、卫生、食品、氛围六大方面最为重要;"细分产品、精准营销"可能是未来获得乡村养老度假项目成功的关键,包括推出周包价/月包价产品,营销中对60岁以下老年人突出住宿和服务品质,对70岁以上人群突出医疗设施等策略。

This paper conducts a survey of senior groups aged over fifty in 11 cities in Zhejiang in terms of their preferences for rural tourism resorts. The findings suggest that senior citizens in Zhejiang province are familiar with countryside lifestyles and in high demand for tourism activities that involve traveling to rural areas. Their main sources of income are from their pension and children, and are therefore comparatively sensitive to pr/ces. The average acceptable accommodation price per night is around 50 RMB. They pay more attention to natural and social environment and less attention to quality facilities and standard services. They deem as the most important factors the following six aspects： safety, medical service, environment, cleanliness, food, and atmosphere. More detailed product categorizations and precision marketing could be the key to successful pro- jects of senior rural tourism destinations, including but not limited to weekly and monthly package deals, and the promotion of accommodation and service quality to the seniors below 60 years old, and medical facilities to those over 70 years old.