乡村旅游消费需求影响因素的多元顺序Logistics回归分析

Multivariate Sequential Logistic Regression Analysis on Influence Factors of Rural Tourism Consumption Demand

随着国家乡村振兴战略的深入实施,乡村旅游作为带动乡村产业发展、推进精准扶贫和美丽乡村建设等工作的突破口,迎来了新的政策机遇与发展契机。然而,乡村旅游还远不能达到消费者预期的消费需求。以乡村旅游消费者为主要研究对象,运用问卷调查法,以消费者平均每年乡村旅游的次数为因变量,建立多元顺序logistics回归模型,对影响消费者乡村旅游消费需求的主要因素展开实证分析。结果显示,女性和受教育水平越高的消费者的乡村旅游意愿度更高;不了解乡村旅游模式、迫切想要去乡村旅游和日常运动量较少的消费者是主要潜在消费群体;乡村旅游的最佳时长是2~3 d,消费者更愿意结伴而行;消费者获取信息的方式主要是通过亲人、朋友宣传或在社交平台的相互交流。最后,基于分析结论,有针对性地提出了促进乡村旅游发展的建议。

With the in-depth implementation of the national rural revitalization strategy,rural tourism,as a breakthrough of driving the development of rural industry,promoting targeted poverty alleviation and beautiful rural construction,has ushered in new policy opportunities and development opportunities.However,rural tourism is far from meeting the consumer's expected demand.Taking the rural tourism consumers as the main research object,using the questionnaire survey method,taking the average number of times that consumers go to rural tourism every year as the dependent variable,a multiple sequential logistic regression model was established,and an empirical analysis was carried out on the main factors that affect the consumer demand for rural tourism.The results showed that women and consumers with higher education level were more willing to go to rural tourism;consumers who did not understand the rural tourism model were eager to go to rural tourism and had less daily exercise were the main potential consumers;the best duration of rural tourism was 2 to 3 days,and consumers were more willing to go together;the way consumers obtain information was mainly through the promotion of relatives and friends or mutual communication on social platforms.Finally,based on the analysis conclusions,some suggestions for promoting the development of rural tourism were made.