运用隐喻抽取技术构建大学生对乡村旅游的共识地图

Adopting ZMET to Construct Consensus Map of Undergraduates toward Rural tourism

目前我国乡村旅游发展得如火如荼，各方学者对乡村旅游方面的研究也可谓成果显著。而对乡村自助旅游者的深层期望研究却较为缺乏，但旅游者的期望又在很大程度上影响了旅游者的决策行为。本文采用新一代消费者倾听工具中的隐喻抽取技术（ZMET）结合方法-目的链（MEC）调查乡村自助旅行者中的大学生群体发展乡村旅游之观点，通过构建受访者的心智地图与共识地图，得以了解乡村自助旅游者的深层期望。研究发现，乡村自助旅游者的最终期望集中在休闲、体验、情感、生态、产业五个方面。本研究亦根据研究结果为旅游从业者提供相关建议，作为其在产品设计策略、规划管理等方面的参考。

Rural tourism in China has been developing vividly in recent years and has already accumulated a great many academic papers.However,there still exists improvement in research into the inner expectations of rural independent tourists.But tourists’expectations can have profound consequences on their decision-making.This research adopts Zaltman Metaphor Elicitation Technique,referred to as ZMET hereinafter,a new tool for listening to consumers,and Mean-end Chain,referred to as MEC hereinafter to examine the viewpoints from a group of undergraduates in the rural independent tourist on rural tourism development.By means of mental maps and consensus map,we can observe the inner expectations of rural independent tourists.The research found that final expectations of rural independent tourists are mainly about leisure,experience,emotion,ecology and industry.Finally,according to the research results,some propositions were put forward as references of Tourism products design strategy and planning and management for tour operators.