城市居民对乡村旅游产品需求趋势研究——以宁波市民为例

以问卷调查为手段以宁波市民为例,对城市居民乡村旅游的消费状况和需求趋势进行了初步研究。结果表明,城市居民乡村旅游的消费动机主要为回归自然的身心需要、求新求知的需要、怀旧的需要和复合需要;影响因素为对乡村旅游产品的认知和满意度较低。这一结果表明,我国乡村旅游发展中存在的主要问题为产品雷同、文化内涵缺乏、参与项目不足、同行恶性竞争等。

The Analysis on the Trend of Urban Residents Demanding Countryside Tourist Products

The paper takes Ningbo as an example to analyzes the trend of consumption and demand of city residents for country side tourist products.The questionnaire survey indicates the status of rural tourism as follows:the main consumers are usually the well-educated city residents at the age of 19 to 50 who have fixed income and certain knowledge of country side tourism;the main motivation involves lower satisfaction and cognition of the products;the existing problems include the duplicated products and insufficient cultural intension and less participatory projects and malignant competition among the counterparts,etc.