基于层次分析的京郊乡村旅游游客忠诚度探析

Analysis on the loyalty of rural tourists in Beijing suburbs based on AHP

乡村旅游是全面建成小康社会的重要一环,已成为推动农业结构调整、农村经济发展、农民增收致富的有效途径。针对京郊乡村旅游热,但同质化严重的现状,应用层次分析法构建京郊乡村旅游游客忠诚度指标体系,计算排序影响因子在京郊乡村旅游游客忠诚度综合评价中的权重,并对主要影响因子进行评价分析,提出定位与宣传京郊乡村旅游品牌;提升与增强京郊乡村旅游性价比;完善与提高京郊乡村旅游软件等相应的对策建议。

Rural tourism is an important part of building a well-off society in an all-round way,and it has become an effective way to promote the adjustment of agricultural structure,the development of rural economy and the increase of farmers'income.It’s popular of tourism in the suburbs of Beijing,but there are serious homogenization problems.For this situation,the paper applies AHP to construct the loyalty index system of rural tourists in Beijing suburbs,calculates the weight of ranking influence factors in the comprehensive evaluation of rural tourists'loyalty in Beijing suburbs,evaluates main influencing factors,and proposes corresponding countermeasures.