青年旅游者乡村旅游意向研究

On Rural Tourism Intention of Youth Tourists

在乡村振兴战略背景下,旅游业的可持续发展引起了各界关注,成为近年来学者们研究的热点问题。文章基于计划行为理论和问卷调查数据分析,探讨了青年旅游者乡村旅游意向及其影响因素。研究表明,计划行为、乡村环境、政策制度、网络媒体等因素是影响青年旅游者乡村旅游意向的重要因素。为了有效提升青年旅游者乡村旅游意愿,各地政府及相关部门需要加大乡村资讯网络宣传力度、加大对乡村旅游的支持力度、保护乡村自然风光、设计多样化游玩项目,以满足青年旅游者的乡村旅游需求,实现乡村旅游市场的深度开发。

The sustainable development of tourism under the strategy of rural revitalization has attracted attention from all sectors of society and is also a hot topic in recent years.Based on the theory of planned behavior and the data analysis of questionnaire survey,this paper discusses the rural tourism intention of youth tourists and its influence factors.The research shows that the planned behavior factor,rural environment factor,policy system factor and network media factor are the important factors influencing the rural tourism intention of youth tourists.In order to effectively enhance the willingness of young tourists to travel in rural areas,measures should be taken to meet the needs of youth tourists by increasing the publicity of rural information network,strengthening government support for rural tourism,protecting natural scenery of the countryside,designing diversified tourism projects and so on,so as to realize the in-depth development of rural tourism market.