Marketing Strategies Based on Tourists' Satisfaction on Rural Tourism in Suzhou City of China

To further promote rural tourism brand of Suzhou and enhance its competitiveness,tourist source market of rural tourism in Suzhou City was analyzed through questionnaire survey from the perspectives of demographic features and behavioral characteristics of tourists.Moreover,significance of service items and tourists' satisfaction on these items were investigated from the perspectives of scenic area management,traffic conditions,accommodation services,hygienic conditions,commodity price,infrastructure,guide services,food and recreational activities.Through sorting out statistics obtained in the investigation,corresponding marketing strategies were proposed.First,orientation of rural tourism market should be defined,local tourist source market taken as the principal one,especially tourists from the middle-class and upper-class.Second,rural cultural connotations should be further explored to build villages of dominant cultures and bring new ideas to traditional festivals.Third,integrated marketing should be introduced to the promotion of rural tourism,marketing channels further integrated,and online marketing of rural tourism enhanced.

Analysis of Factors that Tourists Attach Importance to Rural Tourism Image——Taking Rural Tourism in Ningde Region as Example

Rural tourism was formed with traditional characteristics of the countryside industry naturally.It combined with human ecology,production,and ecological environment.In order to prepare the image of the future shape of rural tourism strategy in Ningde regions.This study classified visitors’importance of image of rural tourism into 6 categories:“leisure recreation”,“improving knowledge”,“service facilities”,“modern function”,“childhood in the countryside”,and“rich theme activities”by using factor analysis and structured questionnaires to a random sample survey for the visitors over 15 years old.The major result was summarized as follows:the research shows that there are significant differences in tourists’views on the importance of rural tourism image at all levels,and the most importance image of visitors to rural tourism was“service facilities”.

Study on Planning of Yunnan Shilin Rural Tourism

Yunnan Province had abundant national cultures,complicated terrains,diversified climates,plentiful biological species,and rich tourist resources.Shilin Yi Autonomous County was located at the central tourist area of Yunnan,was one of the important supporting areas in Central Yunnan tourist region,with large source market.Shilin tourist resources had some advantages,like rich agricultural resources,unique geomorphic feature,and brilliant national culture.There also existed some problems,such as scattered distribution of scenic spots,disordered spatial layout;misuse of spatial resources;representational manifestation of cultural connotation;and monotonous tourist mode.Based on advantages of Shilin tourist resources,the paper had proposed corresponding strategies for tourist planning,that is,① identifying the development thought of self-producing development,national culture driving development,dislocation development and policy linkage,and making rural tourist products with unique style;② adjusting planning layout,integrating tourist resources,forming tourist spatial structure of "one loop and four zones","one loop" referring to tourist loop constituted by shilin Avenue,Jiushi'a travel line and other roads,"four zones" referred to suburb experience zone of "leisure farmhouse",vacation leisure recreational zone,national culture experience zone and outdoor leisure sports zone;③ expanding cultural connotation of rural tourism and creating experience environment for tourists;④ developing multiple tourist modes and meeting diversified needs of source market.It hoped to explore tourist planning more suitable for local tourism development and improve competiveness of local tourist products through perfecting stone forest tourist resources planning.

Analysis of Resource Endowments and Characteristics of Rural Tourism in Wuyuan County

Endowments of rural tourist resources in Wuyuan County were analyzed from the perspective of natural and cultural tourist resources,picturesque natural ecoenvironment and profound cultural background of the local area were highlighted,and characteristics of its tourist resources were summarized as diversified and high-quality.Moreover,it was proposed that spatial distribution of its tourist resources was not even,and this study suggested promoting local tourist economy by fully utilizing its advantaged conditions for rural tourism development.

Development Strategy of Soundscape in Rural Tourism Based on Tourist Perception:A Case Study of Some Villages in Jiangxi Province

In the context of the development of rural tourism,through the field investigation of several rural tourism destinations in Jiangxi,and from the perspective of tourist perception,this paper discusses the development strategy of soundscape in rural tourism,so as to promote the inheritance and development of rural soundscape design.

中国山区旅游地农户生计韧性评价指标体系的构建与实证——以湖北省恩施州为例

山区旅游地兼具旅游资源丰富、生态环境脆弱、贫困人口集聚等多重特性,对中国山区旅游地农户生计韧性的科学评价有助于守护脱贫攻坚成果.本研究在农户生计韧性理论认知的基础上,结合区域特征构建了中国山区旅游地农户生计韧性评价指标体系,采用均值法对恩施州18个旅游村进行实证分析.研究结果表明:①以Speranza为代表的生计韧性评价指标体系较好地表达了农户应对冲击、实现更好结果的特性,但存在评价对象不明晰、指标选取不够严谨、评价体系构建不完整及本土适应性不够等问题;②结合中国山区旅游地特性对Speranza的评价指标进行了在地优化,通过Ω系数检验发现优化后的评价指标体系具有合理性;③恩施州旅游地农户的生计韧性总体处于低水平.从3大维度来看,除缓冲能力处于中等水平之外,学习能力和自组织能力均处于低水平,自组织能力水平最低.从地域分布来看,农户的生计韧性水平在不同地区或者同一地区的不同村落间都存在较大差异,其中宣恩县的农户生计韧性水平整体最低.

广东省文旅特色村空间分异及其影响因素

乡村旅游地是乡村旅游发展的空间载体,研究其空间分布格局有利于优化乡村旅游供给,助推乡村振兴战略。以广东省259个文旅特色村为研究样本,运用最邻近指数、缓冲区分析、地理探测器等空间分析方法探究广东省文旅特色村空间分布特征及其影响因素。结果表明:(1)广东省文旅特色村的空间分布类型为集聚型,在市域范围内分布不均衡;(2)广东省文旅特色村呈多核心集聚发展态势,可分为珠三角双核心区与粤东单核心区,3大集聚区均形成明显的“中心-外围”结构,珠三角双核心区已形成连绵发展态势;(3)在地形、水文、交通、人口密度等自然地理与社会经济因素综合作用下,广东省文旅特色村呈现出南密北疏的空间分布格局。

基于游记大数据的环巢湖地区乡村旅游客源市场时空结构分析

以环巢湖地区作为研究对象,基于2016—2021年旅游网站的乡村旅游游记数据,结合统计分析以及ArcGIS空间分析法研究环巢湖地区乡村旅游客源市场的结构特征以及影响因素。结果表明:乡村旅游客源市场季节性明显,节假日及周末效应突出,其中4至10月为旅游旺季,11至3月为旅游淡季;乡村旅游客源市场的地理集中指数总体较高,客源呈集中分布特征,合肥市为主要客源地,客源吸引半径均值为219.59 km,属于近程客源市场,空间使用曲线是基本型曲线、“U”型曲线和Maxwell-Boltzman曲线3种曲线的复合,客源核心逐渐从长三角地区、京津冀地区向内陆地区、珠三角地区扩散。乡村旅游客源市场的时空结构是多种因素相互作用的结果,主要是由乡村旅游目的地的特殊性决定的,同时闲暇时间、气候舒适度、交通、客源地经济发展水平等也是重要影响因素。

新阶段乡村体育旅游综合体构建的逻辑理路与推进策略——基于旅游景区消费升级的视角

乡村体育旅游综合体的构建有益于促进区域产业空间再生产,扩大体育消费优质供给,助力乡村全面振兴。立足新发展阶段,以旅游景区消费升级为视角,运用文献资料、实地调查等研究方法,对乡村体育旅游综合体构建的逻辑理路与推进策略进行系统研究,并对乡村体育旅游综合体的概念进行界定,借助旅游景区消费升级的理论视角与驱动因素厘定后认为:旅游景区升级乡村体育旅游综合体过程中存在管理壁垒、同质化竞争、动力不足、安全桎梏等问题。并针对上述问题提出策略:革新管理职能,协同组织多元治理;融入特色赛事,创新景区发展品牌;精准群体营销,引导居民体育消费;强化风险管理,健全户外安全防范。

基于网络评价的乡村红色旅游地公共空间形象感知研究

文章以四个主流旅游网站爬取的网络评价文本为研究数据,运用网络文本分析法中高频词、语义网络和情感分析功能对西柏坡红色景区、陕甘边照金革命根据地和井冈山红色旅游系列景区的公共空间形象感知进行分析。结果表明:游客对红色旅游地形象认知都有相似的心理感受和理解;但不同景区红色文化和自然环境具有差异,游客对红色旅游地形成不同的核心公共空间形象感知;游客形象认知评价主要以积极情感为主,中性和消极情感较低;优良的红色文化公共空间及其特色自然景观、科学的景点布局和组织、具有地域特色的空间形式、体验感强的活动内容和周全的景区配套服务设施是红色旅游地公共空间形象认知的具体因素。

近郊乡村旅游恢复性体验对城市上班族游客主观幸福感的影响——以长三角地区为例

旅游作为衡量国民福祉及生活品质的重要指标,目前从旅游本体认知及宏观层面探索与游客满意度、幸福感关系的研究较多,但针对某类旅游体验对特定旅游群体心理感受影响的专项研究较少。以探究近郊乡村旅游恢复性体验对城市上班族游客主观幸福感的内在影响为目的,以便指导乡村旅游高质量发展和合理开发管理。针对旅游恢复性体验和主观幸福感的关系提出4种假设,结合长三角地区的相关调研进行样本统计分析,并构建结构方程模型,最后验证假设。结果表明长三角地区近郊乡村旅游恢复性体验的4个维度与城市上班游客主观幸福感的两个维度均呈显著正向关系。研究虽需细化影响主观幸福感的旅游因素,深化不同城市上班族间存在的差异性,但可预期该研究将丰富不同类型旅游体验与游客幸福感关系的理论研究。

乡村旅游场域非对称权力关系下的东道主凝视

凝视理论自其诞生之初便伴随着权力的审视与规训,旅游凝视也同样如此。在旅游主客之间的权力关系中,游客通常被视为优势权力者,然而在现实中所表现出来的是东道主同样具有凝视游客的权力。文章从东道主凝视的角度出发,选取雄安新区W村作为案例地,揭示游客与东道主之间权力关系及其转变过程,发现东道主为制衡游客权力、保护自身利益而采取的4种方案:隐晦抵抗、公开抵抗、合作和消极一致。研究发现,通常被认为处于权力低位的东道主也具有使游客按照其预期方式行事的手段,从而促进主客平衡和良性互动的实现,还创造性地提出游客凝视与东道主凝视相互影响的理论框架。为最大限度保护主客双方利益,应自上而下调整乡村旅游场域中的权力分配,以促进乡村旅游可持续发展。

基于IPA模型的张北县乡村旅游游客满意度提升研究

利用重要性-表现分析(importance-performance analysis,IPA)模型对张北县乡村旅游游客满意度进行研究,发现游客对当地气候和空气予以好评,但对张北县乡村文化游的整体满意度较低。这主要是因为基础设施差、娱乐项目缺乏特色且服务意识较差。据此,张北县应以游客需求为导向,加强基础设施建设,增加体验项目和打造特色旅游产品等,以提升游客的满意度。

基于网络评论的乡村游客关注内容分析

为清晰了解游客乡村旅游关注要素及喜爱的活动项目,基于苏南地区乡村旅游网络评论大数据,从疫情发生前后游客人数、评价差异、关注的重点要素等多维度进行比较分析。结果表明:疫情对乡村旅游产生一定冲击,但疫情期间乡村由于远离喧嚣、空气清新、人流量较少的特点成为游客的更优选;游客对乡村旅游景点的评价并未因为疫情而大幅度下降,疫情发生前后游客对乡村旅游均抱有积极态度;疫情发生前后游客重点关注的乡村旅游要素大部分重合,包括风景环境、特色活动、时效性、票价和消费等。人们喜爱的乡村旅游项目大类为特色文化展出、特色娱乐项目、美景衍生活动、舒适环境下的休闲活动。

文旅融合背景下禄丰市黑井古镇建设路径

在文旅深度融合的背景下,特色小镇作为城乡联动的重要接口,其建设具有重要意义。该文选取禄丰市黑井旅游特色小镇作为研究对象,当地拥有丰富的盐文化、民族文化等多种文化资源,具备打造文化旅游特色小镇的优越条件。目前,黑井古镇建设过程中的问题集中在资源优势挖掘深度不足、旅游品牌效应较低、基础设施薄弱和旅游收益辐射面小等方面。通过深入发掘黑井古镇发展特点,制定长远发展规划,以旅游业带动当地的经济和文化发展,助推云南省乡村振兴。

基于IPA分析的乡村旅游游客满意度研究——以榆中县为例

通过问卷调查,从20个指标评价乡村旅游游客满意度,利用IPA模型绘制“满意度-重要性”的分析图。研究发现榆中县的餐饮、景观、娱乐3方面获得了游客的认可,但整体满意度不高,原因在于榆中县的交通及整体基础设施服务没有达到游客预期。因此,榆中县应改善交通环境、提升服务质量,提升游客整体满意度。

乡村文化振兴视域下天府旅游名县与地方文化的互动研究

近年来,随着乡村振兴战略的不断深入,乡村文化振兴也紧密相随,有力地推进着,持续为乡村发展助力赋能,激发内生动力。“天府旅游名县”建设作为四川文旅融合发展的独特抓手,不仅为四川旅游业的蓬勃发展注入了新活力,更在保护和传承地方文化方面取得了卓越成果。这一举措有力地推动了四川乡村文化振兴和繁荣,为全省乃至全国提供了宝贵的经验和示范。该文研究天府旅游名县与地方文化传播的互动现象,对于深入理解乡村文化振兴与旅游业发展的内在联系,推动四川省乃至全国乡村旅游业的可持续发展,以及保护和传承地方文化,具有重大的理论价值和实践意义。揭示两者之间的互动规律,可以为相关政策的制定和实施提供科学依据,进而促进乡村文化振兴与旅游业的良性互动和协同发展。

主客共享视角下城乡旅游地发展的空间演化路径——以滨州惠民县为例

城市和乡村之间存在一定区域的过渡地带——县域,这块区域是城乡发展的薄弱区,同样也是当前实施乡村振兴战略不可或缺的一部分,借助乡村旅游发展能够推动该区域成功转型为中国式现代化“城乡旅游地发展样板”。县域城乡旅游地受到城市化进程和旅游化发展的双重推动作用,其空间演化路径相对复杂。本研究以旅游地生命周期和空间生产理论等旅游学科理论为基础,综合采用非参与式观察、政策文本研究以及内容分析法等对典型的县域城乡旅游地惠民县的空间演化过程和机制展开实证讨论与分析。

基于耦合协调度与灰色关联分析模型的河南省茶旅融合发展研究

为探讨乡村振兴中河南省茶旅融合发展现状、问题及其对策,采用河南省2009—2021年茶产业与旅游业相关数据通过熵值法确定各指标权重,建立耦合协调度模型与灰色关联度模型进行实证分析。结果表明,河南省茶产业与旅游业的耦合协调程度逐年上升,2012年后由不协调到协调发展,其中,关联度较大的为茶产业规模,以及住宿企业数。因此提出了促进河南省茶旅融合发展的策略和措施。

Evaluation of Rural Tourism Resources based on the Tourists Perspective: A Case Study of Lanzhou City, China

Rural tourism has become a hot spot in China’s tourism development. Based on the AHP model and the comprehensive evaluation method of fuzzy cognition, this paper builds an evaluation system for the evaluation of rural tourism resources, including resource value, environmental factors, reception conditions with three criterion layers, and 25 evaluation factors. We recovered 574 valid questionnaires through two online forms and field research in Lanzhou city, and then used them to complete the empirical analysis. The results show four main aspects of the tourists’ perspective on rural tourism resources. Firstly, rural tourists are concerned about higher service facilities. The evaluation of rural tourism resources pays more attention to the reception conditions, and tourists pay more attention to the facilities of the reception conditions. In addition, the reception condition value accounts for a more concentrated 8–10 points(61.4%), which is higher than environmental elements(58.87%) and the value of the resource itself(54.26%). Secondly, tourists’ attention to rural tourism resources mainly focuses on the pleasurable(0.1152), tour line design(0.1014), experience(0.0765), ornamental(0.0747) and other aspects. Thirdly, the degree of cognition mainly focuses on nature(4508), environmental safety(4469), pleasantness(4387), accommodation conditions(4367), tour line design(4363) and other aspects of the rural tourism resources. Fourthly, the cognition of rural tourism resources is basically given priority with 6–9 points, and environmental factors accounted for the highest portion. However, rural tourists have higher expectations for the popularization and education of rural tourism resources, but the sense of acquisition is relatively low. Through the further improvement and improvement of the naturalness of environmental resources, environmental safety of reception conditions, and the enjoyment of external traffic and resource value, the overall benefit of rural tourism resources is maximized. The results of this study can provide reference for the theoretical foundation of rural tourism resources.