浙江农村居民旅游消费及其影响因素分析——基于2003—2018年浙江农村固定观察点数据

An Analysis on the Rural Households’Tourism Expenditure in Zhejiang Province and the Influencing Factors:Based on the Data of Fixed Observation Points from 2003 to 2018

旅游能够提升农民幸福感,旅游消费也是扩大农村居民消费的着力点。2003—2018年浙江农村固定观察点数据表明:16年间浙江农村居民人均旅游支出呈上升趋势,旅游普及面越来越广,旅游消费的主体是中年人;纯收入、保险支出、过去的消费习惯和汽车的普及度是影响出游率和旅游消费水平的重要因素;旅游行为的发生使得家庭经营主业向更高层级转变。因此,增强社会保障、加快汽车普及等有利于农村旅游市场的发展。

Tourism can improve the rural residents’sense of happiness.Tourism expenditure is also the focus of expanding the consumption of rural households.The fixed observation point data in the rural areas of Zhejiang province from 2003 to 2018 suggest that over the sixteen years,the per capita tourism expenditure of rural households in Zhejiang has been on the rise;tourism has become more and more popular;the main body of tourism consumption is middle-aged people.Net income,insurance expenditures,consumption habits and the popularity of private cars are important factors that affect tour rate and the level of tourism consumption.Tourism has promoted the main business of rural household management to a higher level.Therefore,enhancing social security and accelerating the popularity of cars are conducive to the development of the rural tourism market.