基于调查分析的舟山乡村民宿旅游发展研究

RESEARCH ON THE DEVELOPMENT OF RURAL HOMESTAY TOURISM IN ZHOUSHAN BASED ON INVESTIGATION AND ANALYSIS

[目的]民宿旅游是利用私人住宅,依托优美的当地环境,以特色住宿为基础产品,附带特色餐饮、休闲娱乐、旅游活动等产品的休闲旅游形式。舟山乡村民宿旅游的发展具有一定的典型性,通过调查对舟山民宿旅游发展情况进行客观评价,为进一步深入的理论研究和相关实践提供参考。[方法]文章采用在舟山实地调研和发放调查问卷的方式,运用SPSS工具对调查问卷收集到的数据进行探索性因子分析、相关分析。[结果]舟山发展乡村民宿旅游的条件较好。同时发现舟山民宿旅游市场需求大,细分明显,但存在缺乏特色,民宿产品单一,满意度低等方面的问题。[结论]舟山民宿旅游应采取以下措施:规划引领,推进舟山民宿旅游的集聚发展;注重挖掘地方文化,推进海岛特色民宿建设;丰富民宿旅游产品,注重主客交流,深化旅游者体验;实施品牌化建设,提升舟山民宿旅游知名度;实施信息化建设,加强网络营销;全景打造,美化环境,改善交通;加强培训,提升民宿的服务水平;统一管理,加强政府引导。

The homestay tourism is a form of leisure tourism that uses private house,relies on the beautiful local environment,takes featured homestay as the basic product with special catering,recreation and entertainment,tourism activities. As the development of the rural homestay tourism in Zhoushan is typical,this research is intended to evaluate the development situation of the rural homestay tourism in Zhoushan by the investigation,so as to provide reference for further theoretical research and related practice. Taking the method of investigating and distributing questionnaires in Zhoushan,and it used the SPSS tool to analyze and explore the correlative factors of the data collected by the questionnaire survey. The conditions for the development of rural homestay tourism in Zhoushan are better. At the same time,it is found that the tourist market demand of Zhoushan is big,the subdivision is obvious,but there are some problems such as the lack of characteristics,the single homestay products and the low degree of satisfaction. The following measures should be taken in Zhoushan homestay tourism: take the planning as a lead,promote the agglomeration development of Zhoushan homestay tourism;pay attention to excavating the local culture,promote the island characteristics of the homestay building;enrich the products of homestay tourism,pay attention to the interaction between the host and the guest,deepen the tourist experience;implement brand construction to raise awareness of Zhoushan homestay tourism;implement information construction to strengthen internet marketing;build a panorama,beautify the environment,improve the traffic;strengthen training,upgrade the service level of the homestay,unify the management and strengthen the government guidance.