乡村自驾游目的地选择偏好影响因素研究

Influencing Factors of Self-driving Tourists’ Preference for Rural Tourism Destinations: Perspective from Targeted Poverty Alleviation and Rural Revitalization

当前自驾游客在乡村旅游目的地选择中,“旅途因素”已超越“目的地因素”,成为影响自驾群体对目的地选择决策的首要因素,其中,“旅途体验”和“旅途环境”所包含的多项因素的影响力强劲。在“目的地因素”中,“乡村知名度”不再产生关键作用,而“地域特色”“游客密度”等新因素开始呈现出显著影响。“旅游动机”“信息刺激”“个人特征”所包含的各项因素的影响作用发生新变化,“亲朋推荐”等因素的影响力超过传统媒体,“情感需求”“游伴结构”等因素对自驾群体选择乡村旅游目的地也产生重要影响。我国许多脱贫的乡村可抓住发展机遇和时间窗口,对标打造契合自驾群体偏好的乡村旅游目的地。

At present, "tour factor" has gone beyond "destination factor" and become the primary factor influencing self-driving tourists’ preference of rural tourism destinations.Many factors contained in "tour experience" and "tour environment" have strong influence.In the "destination factor" "rural popularity" no longer plays a key role, while new factors such as "regional characteristics" "tourist density" begin to show a significant impact.In addition, new changes have taken place in the influence of various factors contained in "tourism motivation" "information stimulation" and "personal characteristics",and the influencing factors such as "recommendation of relatives and friends" exceed that of traditional media. "Emotional needs", "partner structure" and other factors also have an important impact on self-driving tourists’ choice of rural tourism destinations.In the transition period from targeted poverty alleviation to rural revitalization, many villages in China can seize the development opportunity and time window to create rural tourism destinations that meet the preferences of self-driving tourists.