大连市乡村旅游者消费行为研究

Study on Consumption Behavior of Rural Tourists in Dalian

大连市乡村旅游每年都接待大量的旅游者,研究乡村旅游者的消费行为,对于提高乡村旅游的发展水平和盈利能力,促进社会主义新农村建设具有重要的意义。通过网络与实地问卷调查及访谈所获得的数据,对大连市乡村旅游者的消费行为进行了实证研究,得出大连市乡村旅游者以在职人员为主,旅游动机主要是观光和康体,消费水平低、停留时间短等结论,并提出多层次开发旅游产品,加大旅游营销宣传力度、开发特色旅游购物品等合理化建议。

Dalian receives a large number of rural tourists every year. Studying the consumer behavior in rural travel and tourism is of great significance for improving the development level and profitability of rural tourism and promoting the construction of new socialist countryside. This paper is an empirical study of the consumer behavior in rural tourism of Dalian. The data are obtained by the network,questionnaire survey and interview. The study found that the Dalian rural tourist dominated by incumbents,tourism motivation is mainly for sightseeing and recreation,consumption level is low,the length of stay is short. Some rationalization proposals are put forward based on the conclusions in this paper,including the multi-level development of tourism products,the step up tourism marketing publicity efforts,and the development of characteristic tourism purchases.