游客行为导向的乡村旅游产品转型升级对策研究——以桂林荔浦县乡村旅游为例

A Study on the Ural Tourism Products' Transformation and Upgrading Based on Tourists Behavior——The Example of Lipu County

在乡村旅游迅速发展的形势下,乡村旅游产品开发应以游客需求为中心,依据游客消费行为规律和乡土文化特色促进乡村旅游产品转型升级。文章以荔浦县乡村旅游为案例,采用问卷调查和访谈形式,就潜在游客对乡村旅游地的出游行为、消费偏好、决策因素等进行了分析,深入剖析不同人群对乡村旅游地的期望值和阻碍因素差异,在乡村旅游产品形式、产品结构、产业融合、特色商品、智慧运营管理模式、服务管理等方面提出荔浦县乡村旅游产品转型升级的若干对策。

With the rural tourism rapidly developing, the rural tourism products development should focus on the needs of tourists, according to tourists＇ consuming behavior rules and local cultural features promote transformation and upgrading of the rural tourism products.This thesis study on Lipu County as a case, in the form of questionnaire and interview, the potential tourists to the rural tourist destination choice behavior, consuming behavior and preferences are analyzed, and different people＇ s expectations of the rural tourist destination and deep insight into obstacles difference. This thesis come to some suggestions for the form of rural tourism products, cultural taste, industrial integration, special goods, ＂Internet ＋＂ operation mode and standard management ,promote the transformation and upgrading of Lipu coun- ty rural tourism products.