长沙市乡村旅游消费者行为调研

借鉴5W 2H模型,采取分层抽样和简单随机抽样相结合的方式,对长沙市乡村旅游消费者行为特征进行了调研。调研结果显示,与家人和朋友一起出游为该地区乡村旅游的主要动机,消费群体呈现年轻化与知识化特征,主要在周末或法定假日、租车或自驾车出游。说明长沙市休闲农业主要以亲友市场、私人消费为特征,消费者具有较强的求廉、求便动机。结合长沙市乡村旅游的资源基础条件和消费者行为特征,本研究提出了相应的营销建议。

Market Research on the Customer Behaviors of Leisure Agricultural Industry in Changsha City

In spite of the case that residents in Changsha City have a strong desire to spend in leisure industry,up to now,those who spend on countryside sightseeing and traveling account only 10% in the whole urban residents.So how to promote those potential needs into real demands,plays a key role in the healthy development of Changsha leisure agriculture.Under such circumstances,this thesis employed a market research on the customer behaviors and resources foundation of leisure agriculture in Changsha City and provided some practical suggestions on how to improve it.