苏州乡村旅游游客偏好与行为特征研究

基于490份苏州市乡村旅游调查问卷,运用社会统计方法,研究乡村旅游游客的满意度偏好、行为特征以及影响因素,发现:游客偏爱的乡村旅游景点类型为乡村生态环境、森林公园、古村落等;乡村旅游主要以一日游为主,受欢迎的一日游景点包括三山岛、旺山生态农庄和未来农林大世界等,多日游最受欢迎的景点包括三山岛、西山国家现代农业示范园区和旺山生态农庄等;游客对苏州乡村旅游整体评价一般;乡村旅游游客出游频率通常为一年1~3次,相对出游次数无明显变化,且偶尔购买商品;本科学历、年薪4元万以上的中老年男性出游距离相对较远;初中及以下学历的离退休中老年男性的年出游频率与相对出游频率均比较高;从事企事业管理、年薪6万元以上的已婚青年女性购买商品的频率较高。据此探讨苏州乡村旅游现状、分析未来发展趋势,并提出相应的发展对策和建议。

Research on Tourism Preference and Behavior of Rural Tourists in Suzhou City

Based on 490 questionnaires survey of Suzhou rural tourism from four aspects,the preference of rural tourism attractions,tourists＇ satisfaction of rural tourism attractions,tourist behavior and the correlation between tourist behavior and demographic characteristics,the rural tourism visitor satisfaction preferences,behavioral characteristics and influencing factors are analyzed and summarized by means of social statistical methods.Some conclusions can be drawn as follows：Tourists＇ favorite types of rural tourism are rural ecological environment,forest parks and ancient villages.One-Day rural tour is more popular than multiday tours.The One-Day Tour attractions include Sanshandao,Wangshan ecological farm and future forestry world.Multi-day tours attractions include Sanshandao,Western hills modern agriculture demonstration state garden and Wangshan ecological farms.Rural tourists often travel to a frequency of one to three times once a year.Middle-aged men who own undergraduate degree and with annual salary over RMB40,000 travel further than others.Retired men with junior and lower school education travel more frequently than others.Married young women who are engaged in the management of enterprises and earn the annual salary over RMB60,000 are more likely to buy goods during their trip.Based on the above findings,the paper analyzes current situation,and then puts forward future trends and some countermeasures for the development of rural tourism in Suzhou.