摘要
基于259份消费者问卷调查数据研究乡村旅游顾客重游意愿受哪些因素影响以及改进策略。研究结果表明乡村旅游以短途旅游为主,旅游动机主要是放松心情和陪伴家人。消费者对旅游产品、旅游自然环境、基础设施和营销传播的正面评价会显著提升重游意愿。最后提出促进乡村旅游重游意愿的对策建议。
Using the consumer survey data of 259 samples,this paper investigated the factors affecting the consumption intention to rural tourism.It found that rural tourism was mainly short-distance travel and the main motivation was to relax and spend time with family.It thought that consumers,positive comments on tourism products,tourism natural environment,infrastructure and marketing communication would significantly increase their intention to revisit.It put forward suggestions to promote the revisit intention of rural tourism.
作者
杨娅娅
张贞(指导)
YANG Ya-ya(College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)
出处
《中国林业经济》
2021年第4期94-97,共4页
China Forestry Economics
基金
江苏省教育厅高校哲学社会科学研究资助项目“我国食品企业产业链纵向一体化战略动因与经营绩效研究”(2016SJB630012)。
关键词
乡村旅游
服务营销
重游意愿
rural tourism
service marketing
revisit intention
