乡村旅游消费行为的职业分异研究——以长沙市周边乡村旅游为例

乡村旅游对社会主义新农村建设、构建和谐社会、统筹城乡发展等意义巨大。乡村旅游消费行为在不同职业群体中的分异状况，是一个值得特别关注的问题。以抽样调查方法获取基础数据，调查时间为2006年3月至7月，代表了春夏两季，获得了工作日、周末、五一黄金周等代表性时段内的样本。采用EXCEL软件，用职业与乡村旅游消费行为变量进行交叉分析，得出乡村旅游消费行为的职业分异特征。研究发现乡村旅游在信息渠道、交通方式、花费水平、出游频次、住宿选择上表现出明显的职业分异色彩;在出游方式、停留时间、出游距离上表现出一定的职业同一性。

A Study on the Professional Differentiation in Terms of Consumptive Behavior in Rural Tourism--A Case Study of peripheral Rural Tourism in Changsha City

Rural tourism is of great significance to the construction of a new countryside, creating harmonious society and planning the development of cities and countries as a whole. The professional differentiation in terms of consumptive behavior in rural tourism is a problem that deserves the special concern. The basic data are collected by random sampling. The survey is conducted among typical rural tourist sites, such the five regions, and three counties which are located in Changsha City Furong, Kaifu, Tianxin, Yuelu, Yuhua, Changsha, Ningxiang and Wangcheng and all the typical rural tourist sites in Liuyang City. These rural tourist sites respectively represent the types of natural scene, cultural heritage, rural life, leisure activities and ecological tourist destination. The results show that occupational differentials are significant in the aspect of information channels. More specifically, farmers and workers are inclined to obtain the information from the familiar＇s introduction, the re- tirees from papers and magazines, professional technical personnel from the internet, and the travel agency has a great impact upon tourist behavior. The outing way has a certain professional identity. The majority choose the ＂familiar together＂ and ＂family together＂ modes. The occupational differentials are significant in the aspect of traffic mode. Workers, students and atten- dants mainly choose land cruisers and buses, farmers prefer motorcycle, public cars are the choice of administrative staff and civil servants, and private cars are the first choice of professional technical personnel and administrative staff. The residence time has a certain professional identity. The majority merely stay for one day. The occupational differentials are obvious in consumptive levels with the lower level of students, farmers and retirees but a high level of professional technical personnel and adminis- trative staff. The occupational differentials are obvious in outing frequency with the low frequency of students arid the highe