摘要
为促进烟台葡萄酒庄园旅游产业健康快速发展,满足日益增长的消费需求,提供令消费者心动的产品和服务,在新媒体时代背景下,探究应用新媒体在旅游开发中的重要性和必要性,指导酒庄合理充分地运用新媒体,助力酒庄旅游的发展。通过问卷调查法和实地调研法收集数据,利用SPSS等统计学软件对消费者获取旅游信息的渠道、影响消费者旅游意愿的相关因素等进行分析。结果表明,新媒体是游客获取信息的主要渠道,微博、微信、抖音、旅游APP等新媒体的应用与游客旅游意愿显著相关,在酒庄旅游的开发中,新媒体成为必不可少的一部分。
In order to promote the healthy and rapid development of Yantai winery tourism industry,to meet the growing consumer demand,and to provide products and services that appeal to consumers,we explored the importance and necessity of applying new media in tourism development,hoping to help wineries to make full use of new media to develop winery tourism.The data were collected by questionnaire and field survey,and SPSS and other statistical software were used to analyze the channels of consumers’access to tourism information and the factors affecting consumers’willingness to travel.The results show that new media is the main channel for tourists to obtain information.The application of new media such as Weibo,WeChat,TikTok and tourism apps is significantly related to tourists’willingness to travel.In the development of winery tourism,new media has become an essential part.
作者
盖宇姮
李慧
张玉玲
徐静
刘昊
GE Yuheng;LI Hui;ZHANG Yuling;XU Jing;LIU Hao(School of Humanities and Economics Management,Yantai Research Institute,China Agricultural University,Yantai,Shandong 264670;Xi'an Conservatory of Music,Xi'an,Shaanxi 710065,China)
出处
《酿酒科技》
2020年第7期110-113,共4页
Liquor-Making Science & Technology
基金
中国农业大学烟台研究院URP项目(U20183060)。
