基于旅游动机的乡村旅游发展对策研究--以南京市江宁区乡村旅游区为例

Research on Rural Tourism Development Countermeasures Based on Tourism Motivation:Taking Rural Tourism Area of Jiangning District of Nanjing City as an Example

近年来乡村旅游发展越来越火热,旅游市场不断壮大,但乡村旅游区在发展与管理的过程中依然缺乏对游客的深入理解,缺少对旅游市场的细致分析。本文以南京市江宁区乡村旅游区为例,分析乡村旅游区游客的旅游动机,主要包括领略田园风光、缓解压力、远离城市喧嚣、体验当地文化等,基于游客的主要出游动机从旅游环境、旅游产品、旅游服务等3个方面提出可行性发展建议,以期为乡村旅游区发展提供指导。

In recent years,the development of rural tourism is more and more hot,and the tourism market is growing.However,in the process of development and management of rural tourism areas,there is still a lack of in-depth understanding of tourists and a detailed analysis of the tourism market.Taking Jiangning District of Nanjing City as an example,this paper analyzed the tourism motivations of tourists in rural tourism areas,which mainly included enjoying the rural scenery,reducing stress,staying away from the hustle and bustle of the city,and experiencing local culture.Based on the main motivation of tourists,this paper put forward feasible development suggestions from three aspects of tourism environment,tourism products and tourism services,in order to provide guidance for the development of rural tourism areas.