摘要
以SPSS和Excel软件,通过描述性统计、列联表、AVONA等方法分析温州市民乡村旅游的意愿与行为特征及其分异。发现温州市民对乡村旅游的了解程度比较高;乡村旅游信息的获取渠道主要是电视、亲友介绍、网络、报纸;出游的主要目的是放松心情、欣赏田园风光、乡村美食和休闲度假;主要选择与家人和朋友出游;自驾车是首先的旅游方式,其次是随团旅游;乡村旅游消费意愿强烈,人均消费主要集中在200-300元及300元以上,出游主要目的地为资源丰富、交通便利地区。除旅游目的地选择外,其他行为分异明显。
Taking Wenzhou urban residents as a survey sample, this article conducts a case study on their rural tourism intention and behavior characteristic as well as the differentiation through descriptive statistics, contingency table, AVONA and so on by adopting SPSS and the Excel software. The result shows that Wenzhou residents know the rural tourism well; the tourism information is mainly obtained from via television, the recommendation of relatives and friends, network, as well as newspaper; the main travelling purpose is to relax, appreciate the rural scenery, enjoy rural food and take vacations; the main tourism company are family and friends; the most popular tourism means is self-driving, and the next is joining a tourism group; the rural tourism consumption intention is strong with per capita consumption mainly concentrating on 200-300 Yuan and over 300 Yuan; the main tourism destinations are the areas with rich resources and good transportation. Except for the destination selecting, the differentiation of other behaviors is quite obvious.
出处
《浙江工贸职业技术学院学报》
2012年第1期54-60,共7页
Journal of Zhejiang Industry & Trade Vocational College
基金
浙江商业经济学会项目<扩大浙江省旅游消费需求的对策研究>(2010SJYB05)
关键词
乡村旅游
消费行为
分异
rural tourism
consumption behavior
differentiation
