【作者】 刘芬；

【导师】 周发明；

【作者基本信息】 湖南农业大学 ， 企业管理， 2009， 硕士

【摘要】 随着社会经济的发展,被喻为“黄金产业”的旅游业,保持着持续增长的势头,在城市经济发展中的产业地位、经济作用逐步增强,旅游业对城市经济的拉动性、社会就业的带动力、以及对文化与环境的促进作用日益显现。随着城市化水平的提高,人们热衷于到大自然、农区、牧区、林区去呼吸清新的空气,观赏自然景色,陶冶情操,松弛神经,以回归乡野自然为主题的乡村旅游应运而生,并且在全国迅猛发展。于是乡村旅游吸引了越来越多开发者和研究者的关注,目前在其发展过程中凸现的问题是由于各方对游客需求都没有进行系统、量化的研究和分析,导致乡村旅游经营者的非理性开发和低水平经营,游客消费总体处于初级化阶段。旅游消费的初级化不但限制了乡村旅游社区整体经济和社会效益的提升,也影响了乡村旅游向更高层次的发展,成为当前我国乡村旅游发展的症结所在。纵观国内外乡村旅游的研究趋势,定性分析居多,跨学科、相邻学科的研究不多,定量研究不够,也缺少针对某一细分市场或产品类型的细致、深入研究。文章研究了消费者行为的理论结构模式,采用问卷调查实证研究的论证方法,有针对性的提出了消费者行为的乡村旅游营销策略和创新思维。从全新的角度对乡村旅游的研究起了抛砖引玉的作用。更多还原

【Abstract】 With the development of social and economy, the tourism industry called "golden industry" maintains sustained growth, industrial status and economic role of which are strengthened, the role of which to momentum of economic development in urban and the driving force of social employment and the promotion of culture and the environment become increasingly obvious. With the increase in the level of urbanization, people interested in the natural, agricultural areas, pastoral, forest to breathe fresh air, watch the natural scenery, and character cultivation, relax, so the rural tourism returning to the natural have emerged, and developed rapidly in the whole country. The rural tourism attracts the attention of a growing number of developers and researchers , its problem in development process is that the parties haven’t researched and analyzed systematically and quantitatively the demands of the visitors on the current, so the overall tourist spending is in the initial phase, the development of non-rational and low-level operation of the rural tourism operators. The primary tourism consumption not only limited the upgrading of the overall economic and social benefits in rural communities, but also affected the development to a higher level of rural tourism, which is the crux of rural tourism development in China. Looking at the research trend of the rural tourism at home and abroad, most are qualitative analysis, a little of them is the research of interdisciplinary and adjacent disciplines, quantitative research is not enough, the detailed and in-depth research on market segments or product type is lack.This paper studies the theory structural model of consumer behavior, using the methods of empirical research and questionnaires, and puts up Targeted the rural tourism marketing strategy and innovation of consumer behavior, which plays a role in attracting valuable opinions to the rural tourism from a new perspective.更多还原