游客乡村旅游意愿及其影响因素分析——以甘肃省会宁县为例

Analysis on Tourists’ Willingness in Rural Tourism and Its Influencing Factors——Taking Huining County,Gansu Province as an Example

当前我国乡村旅游处于快速发展阶段但同质化发展问题明显。以甘肃会宁县乡村旅游为例,在对乡村旅游发展情况调查的基础上,运用Logistic多元回归分析,对游客的乡村旅游意愿及其影响因素进行分析。结果表明:有67. 4%的游客愿意去会宁县乡村旅游。教育程度、旅游频率、可支配收入、网络信息、亲朋好友、企业宣传、餐饮服务、住宿服务、交通条件、卫生条件和景点环境与游客乡村旅游意愿呈正相关;旅游经验、产品价格与游客乡村旅游意愿呈负相关。在问卷调查和相关统计分析的基础上,提出了促进乡村旅游差异化发展的建议。

At present,China’s rural tourism was in the stage of rapid development but the problem of homogenization development was obvious. This paper took the rural tourism in Huining County as an example,and used logistic multivariate regression analysis on the basis of the actual investigation of rural tourism to analyze the tourists’ willingness to travel in rural areas and the influencing factors. The results showed that 67. 4% of tourists were willing to go to rural villages in Huining County. It was the positive correlation between tourists’ willingness to travel in rural areas and educational level,frequency of travel,disposable income,internet information,friends and family,corporate propaganda,catering services,accommodation services,traffic conditions,hygiene conditions,and attractions and environments. It was the negative correlation between tourists’ willingness to travel in rural areas and tourism experience and product prices. Based on the questionnaire survey and relevant statistical analysis,the countermeasures and suggestions were made to promote the development of rural tourism.