转型时期苏南地区农村家庭旅游消费特征及影响因素研究

A Study on the Characteristics and Influencing Factors of Rural Residents’ Tourism Consumption in Southern Jiangsu Area during the Transition Period

在乡村城镇化快速推进和农村居民旅游消费需求日益旺盛的背景下,研究农村居民旅游消费行为具有凸显的理论价值和现实诉求。本文以苏南农村地区为例,运用多分类Logit回归等方法,探讨转型时期发达地区农村居民旅游消费特征及其影响因素。研究表明:农村家庭旅游消费水平相对较低,旅游消费结构有待完善;农村居民旅游消费在家庭形态、经济结构和地理环境等方面存在显著差异;农村居民旅游消费是乡村转型背景下心理、经济、文化和乡村城镇化等多重因素综合作用的结果,家庭收入、教育程度与家庭乡村性对旅游消费有着显著影响,感知旅游行为控制与旅游消费认同是影响旅游消费的心理因素,农村居民旅游消费存在不同强度与方向的棘轮效应、示范效应、敏感效应和预防效应。

With the rapidly advancing rural urbanization and increasing tourism consumption demand,rural residents y tourism consumption behavior studies have become of prominent theoretical value and practical demands. Taking Southern Jiangsu countryside as a case in point,this paper applied multinomial Logit model to discuss the characteristics and influencing factors of rural households J tourism consumption in this region. The results show :(1) rural households' tourism consumption level is relatively low ￡ind the structure remains to be improved;(2) tourism consumption significantly differs in family form,economic structure and geographical environment;(3 ) with the perceived tourism behavior control and tourism consumption identification as psychological influential factors,rural households' tourism consumption is influenced by multiple factors such as psychology,economy,culture and rural urbanization,with family income,education level and family rurality significantly influencing tourism consumption,and there are different extents and directions of ratcheting effect,demonstrative effect,sensitive effect,and preventive effect.