基于移动端可视化叙述性偏好法的长三角乡村旅游偏好研究

Study on Rural Tourism Preference in Yangtze River Delta Region Based on Stated Preference Method

游客意愿偏好是乡村旅游的重要研究方向。以获取大样本为目标,本研究开发了基于移动端的可视化叙述性偏好(SP)法,从“游、娱、吃、住、行”五方面模拟长三角乡村旅游目的地选择行为,通过问卷调查,结合离散选择模型拟合结果,总结不同人群的乡村旅游要素偏好及时间支付意愿。研究发现:(1)游客最喜爱的乡村旅游要素依次为“自然景观”“星级民宿”和“农活体验”;(2)亲子家庭对长距离车程的接受度最高,对“农家饭店”和“规范住宿”的需求较高。研究结果可为乡村旅游规划提供自下而上的量化依据。

The research on tourist preference is an important research direction in rural tourism and provides basis for rural planning.Taking residents in the Yangtze River Delta region as research objects,this paper analyzes tourists'rural tourism preference and time payment willingness based on the stated preference method.Through the Wenjuanxing platform,the choice behavior of rural tourism destinations is simulated from five aspects of'scenery,activity,meal,accommodation,journey'.Distinguish multiple tourist groups,summarize the rural tourism preference,and time payment willingness according to the model fitting results.The results show as follow:(1)For tourists in the Yangtze River Delta region,the most prominent positive effects of rural tourism elements are in the order of'natural landscape','star-level homestay'and'farm work experience'.(2)The main group of rural tourism is parent-child families,who have a good acceptance of driving,and have a high demand for'farmhouse restaurant'and'standard accommodation'.The research results can provide design ideas and suggestions for rural tourism planning from the perspective of tourist needs.