基于问卷调查的烟台葡萄酒文化旅游消费影响因素分析

Analysis of Factors Influencing Wine Culture Tourism Consumption in Yantai Based on Questionnaire Survey

烟台市是全国著名的酿酒葡萄产区,葡萄酒历史源远流长,具有良好的产业发展基础。"烟台葡萄酒文化旅游消费影响因素调查与分析"项目的核心目的是调查研究烟台葡萄酒文化旅游消费影响因素,为不同类型葡萄酒旅游文化的发展,提供准确的定位。本研究主要运用问卷调查和访谈等方法,通过调查发现,大众对葡萄酒认知度不够充分广泛,但对于葡萄酒有关的相关旅游资源十分感兴趣。随着收入水平提高,对葡萄酒旅游的需求越强烈;且随着年龄的增长,群众对葡萄酒的了解程度不断增强。在消费动机方面,从年龄、收入、对葡萄酒相关知识的了解程度等层面,对葡萄酒旅游的消费需求动机和需求做出分析。

Yantai is a famous wine grape-producing place in China.Its wine-making history is quite long and it has a good foundation for the development of wine industry.The core purpose of our project was to explore the factors influencing wine culture tourism consumption in Yantai and further position accurately the development of different types of wine tourism culture.We mainly adopted questionnaire survey and interview in the project.Based on questionnaire survey,it was found that,people’s awareness of wine was not extensive,but most of them were quite interested in wine-related tourism resources;with the increase of their income,their demand for wine tourism became stronger;people’s awareness of grape wine got improved with the age.Besides,the consumption motivation and the consumption demands of wine-related tourism were analyzed in terms of age,income,and understanding levels of wine-related knowledge etc.