农村居民旅游消费意愿的影响因素研究——基于西部6省的微观数据

Analysis on the factors influencing the rural residents' tourism consumption intention: Based on the data from 6 provinces in West China

利用西部6省450个农户的有效调查数据,从消费能力、消费保障、消费视野、消费观念和关联消费五个维度中共选取13个解释变量,构建关于西部农村居民旅游消费意愿影响因素的logistic回归模型。实证结果表明:(1)购买汽车已经超越人均收入,成为影响西部农村居民旅游消费意愿的首要因素;(2)西部农村居民旅游消费行为以家庭决策为特征,并且在消费时呈现出较强的谨慎性;(3)与互联网的影响效果相比,旅游消费意识更依赖于生活观念和教育程度。

We established a tourism consumption intention＇s logistic regression model composed by five dimensions,which included consumption capacity,consumption insurance,consumption horizon,consumption conception and consumption relevancy be applying 450 valid data from peasant households in the west region and 13 explanatory variables from five dimensions. It demonstrated that： 1） Consumption relevancy,whose influence coefficient exceeded income per capita＇s,was the key factor to explain the reason to tourism consumption intention of rural residents in west region. 2） Tourism consumption behavior of rural residents in west region was characterized by family decision making,and the tourism consumption intention of rural residents manifested much more cautiousness. 3） Life conception and education were the other important factors to promote the intention of tourism consumption for these rural residents.