基于消费者行为的乡村旅游营销策略研究
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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。
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.
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.
引文
[1]Gilbert D.,Tung L..Public organization and rural marketing planning in England and Wales.Applied Geography,2001,(21):331-345.
[2]Bill Bramwell,Bernard Lane.Rural Tourism and sustainable rural development.UK:channel View Publications,1994.
[3]Busy G.,Rendle S..The Transition from Tourism on Farms to Farm Tourism.Tourism Management,2000,21(6):635-642.
[4]何景明.国外乡村旅游研究述评[J].旅游学刊,2003,18(1):76-80
[5]Sharpley R..Rural tourism and the challenge of tourism diversification:the case of Cyprus.Tourism Management,2002,23(3):233-244.
[6]Walford N..Patterns of development in tourism accommodation enterprises on farms in England and Wales.Applied Geography,2001,21(4):331-345.
[7]Hall D.R..Tourism development and sustainability issues in central and southern-eastern Europe.Tourism Management,1998,19(5):423-431.
[8]陆宝富.乡村旅游的文化功能解读[J].广西教育学院学报,2004,(6):96-98.
[9]杨晓云.乡村旅游研究综述[J].北京第二外国语学院学报,2006,(1):115-120.
[10]何景明,李立华.关于“乡村旅游”概念的探讨[J].西南师范大学学报(人文社会科学版),2002.
[11]赵立增.乡村旅游市场营销模式建构策略研究[J].商场现代化,2006,(4):100.
[12]尹少华,邓德胜,文建林.乡村旅游及其发展对策的探讨[J].林业经济问题,2002,22(5):264-267.
[13]何景明,马泽忠,李春霞.乡村旅游发展中存在问题的调查与思考[J].农村经济,2004,(7):36-38.
[14]程遂营.中国乡村旅游现状热点与薄弱环节[J].旅游学刊,2006,21(4):10-11.
[15]何婉,吴杰.我国乡村社区与乡村旅游开发关系之探讨[J].市场周刊·研究版,2005,(5):74-76.
[16]戴斌,周晓歌,梁壮平.中国与国外乡村旅游发展模式比较研究[J].江西科技师范学院学报,2006,(1):16-23.
[17]刘承良,吕军.中外乡村旅游地开发研究比较分析——兼论中国乡村旅游地开发的问题与对策[J].湖北大学学报(社会科学版),2006,28(1):91-96.
[18]J.保罗·彼德,杰里·c.奥尔森.韩德昌(主译).消费者行为与营销战略第四版(中译本)[M].大连:东北财经大学出版社,2000.
[19]杨晓燕.中国消费者行为研究综述经济经纬2003(1)
[20]王宁.消费社会学一个分析的视角[M].北京:社会科学文献出版社,2001
[21]方霞成人英语培训市场消费者心理和行为模式的调查与研究2004
[22]Engel,J.F.,R,D.Blaekwell & P.W.Miniard.Consumer Behavior[M.6thEdition.NewYork:theDrydenPress,1990
[23]朱蜻.智能手机消费者行为研究.西南财经大学硕士学位论文.2004:
[24]B·约瑟夫·派恩 詹姆斯·H·吉尔摩著 夏业良 鲁炜等译 体验经济 机械工业出版社 2002年5月
[25]唐·约翰逊著 张凌云 马晓秋译 旅游业市场营销 电子工业出版社2004年1月,20
[26]孙延红 基于旅游消费者行为的旅游营销引导 商业视角 2008 2 61-62
[27]Nulty PM Rural toursmin Europe:experienee,development and perspeetives [M].UNWTO,2004)
[28]杨达源等.乡村旅游开发理论与实践[F].凤凰出版传媒集团江苏科学技术出版社,2005年出版:4
[29]王莉,王万同,粱留科.中国乡村旅游客源市场研究,[J].资源开发与市场,2007,23(2)
[30]佟玉权.科学发展观与我国乡村旅游发展战略[J].大连海事大学学报(社会科学版),2006,5(1):42-45.
[31]王兵,罗振鹏,郝四平.对北京郊区乡村旅游发展现状的调查研究[J].旅游学刊,2006,21(10):63-69.
[32]朱华.乡村旅游利益主体研究—以成都市三圣乡红砂村观光旅游为例[J].旅游学刊,2006,21(5):22-27.
[33]发展农业旅游是建设新农村的一条有效路径—贵州、江苏两省农业旅游与新农村建设考察报告[EB/OL]。中国旅游网:http://www.cnta.com/news-detail/newsshow.asp.
[34]梁宁,邵荣昭,蔺林.消费者行为的心理因素研究[J].商业现代化,2007,501(4):158-159.
[35]保继刚.旅游地理学[M].北京:高等教育出版社,2000:28-29.
[36]张国胜.县镇域乡村旅游发展现状及思考[J],旅游调研,2006年第7期.
[37]赵登华.乡村旅游要巧打“特色牌”[N],经济日报,2007年05月28日.
[38]李慧.湖南娄底市乡村旅游步入规范化管理轨道http://www.100ye.com/webnews/616914.html
[39]刘建才.《论梅山文化的旅游开发价值》,商场现代化,2006(8).
[40]张海鹰.《民俗旅游可持续发展策略研究》,高师理科学刊,2004(2).
[41]www.mei-shan.com,中国第四届梅山文化研讨会.
[42]罗艳玲.《河南省文化旅游市场营销策略研究》,现代商贸工业,2008(5):109-110.
[43]陈南江、吴月照.《略述民俗文化的旅游开发》,特区理论与实践,1998(5).
[44]李丹.乡村旅游开发中的营销行为[J].发展研究,2006(9):80-81.
[45]高谋洲,李红岩.我国乡村旅游存在的主要问题及对策[J].商业研究,2006(21):158-160.
[46]赵立增.乡村旅游市场营销模式建构策略研究[J].商场现代化,2006(4):100.
[47]熊元斌,邹蓉.乡村旅游市场开发与营销策略浅析[J].商业经济与管理,2001(10):46-48.
[2]Bill Bramwell,Bernard Lane.Rural Tourism and sustainable rural development.UK:channel View Publications,1994.
[3]Busy G.,Rendle S..The Transition from Tourism on Farms to Farm Tourism.Tourism Management,2000,21(6):635-642.
[4]何景明.国外乡村旅游研究述评[J].旅游学刊,2003,18(1):76-80
[5]Sharpley R..Rural tourism and the challenge of tourism diversification:the case of Cyprus.Tourism Management,2002,23(3):233-244.
[6]Walford N..Patterns of development in tourism accommodation enterprises on farms in England and Wales.Applied Geography,2001,21(4):331-345.
[7]Hall D.R..Tourism development and sustainability issues in central and southern-eastern Europe.Tourism Management,1998,19(5):423-431.
[8]陆宝富.乡村旅游的文化功能解读[J].广西教育学院学报,2004,(6):96-98.
[9]杨晓云.乡村旅游研究综述[J].北京第二外国语学院学报,2006,(1):115-120.
[10]何景明,李立华.关于“乡村旅游”概念的探讨[J].西南师范大学学报(人文社会科学版),2002.
[11]赵立增.乡村旅游市场营销模式建构策略研究[J].商场现代化,2006,(4):100.
[12]尹少华,邓德胜,文建林.乡村旅游及其发展对策的探讨[J].林业经济问题,2002,22(5):264-267.
[13]何景明,马泽忠,李春霞.乡村旅游发展中存在问题的调查与思考[J].农村经济,2004,(7):36-38.
[14]程遂营.中国乡村旅游现状热点与薄弱环节[J].旅游学刊,2006,21(4):10-11.
[15]何婉,吴杰.我国乡村社区与乡村旅游开发关系之探讨[J].市场周刊·研究版,2005,(5):74-76.
[16]戴斌,周晓歌,梁壮平.中国与国外乡村旅游发展模式比较研究[J].江西科技师范学院学报,2006,(1):16-23.
[17]刘承良,吕军.中外乡村旅游地开发研究比较分析——兼论中国乡村旅游地开发的问题与对策[J].湖北大学学报(社会科学版),2006,28(1):91-96.
[18]J.保罗·彼德,杰里·c.奥尔森.韩德昌(主译).消费者行为与营销战略第四版(中译本)[M].大连:东北财经大学出版社,2000.
[19]杨晓燕.中国消费者行为研究综述经济经纬2003(1)
[20]王宁.消费社会学一个分析的视角[M].北京:社会科学文献出版社,2001
[21]方霞成人英语培训市场消费者心理和行为模式的调查与研究2004
[22]Engel,J.F.,R,D.Blaekwell & P.W.Miniard.Consumer Behavior[M.6thEdition.NewYork:theDrydenPress,1990
[23]朱蜻.智能手机消费者行为研究.西南财经大学硕士学位论文.2004:
[24]B·约瑟夫·派恩 詹姆斯·H·吉尔摩著 夏业良 鲁炜等译 体验经济 机械工业出版社 2002年5月
[25]唐·约翰逊著 张凌云 马晓秋译 旅游业市场营销 电子工业出版社2004年1月,20
[26]孙延红 基于旅游消费者行为的旅游营销引导 商业视角 2008 2 61-62
[27]Nulty PM Rural toursmin Europe:experienee,development and perspeetives [M].UNWTO,2004)
[28]杨达源等.乡村旅游开发理论与实践[F].凤凰出版传媒集团江苏科学技术出版社,2005年出版:4
[29]王莉,王万同,粱留科.中国乡村旅游客源市场研究,[J].资源开发与市场,2007,23(2)
[30]佟玉权.科学发展观与我国乡村旅游发展战略[J].大连海事大学学报(社会科学版),2006,5(1):42-45.
[31]王兵,罗振鹏,郝四平.对北京郊区乡村旅游发展现状的调查研究[J].旅游学刊,2006,21(10):63-69.
[32]朱华.乡村旅游利益主体研究—以成都市三圣乡红砂村观光旅游为例[J].旅游学刊,2006,21(5):22-27.
[33]发展农业旅游是建设新农村的一条有效路径—贵州、江苏两省农业旅游与新农村建设考察报告[EB/OL]。中国旅游网:http://www.cnta.com/news-detail/newsshow.asp.
[34]梁宁,邵荣昭,蔺林.消费者行为的心理因素研究[J].商业现代化,2007,501(4):158-159.
[35]保继刚.旅游地理学[M].北京:高等教育出版社,2000:28-29.
[36]张国胜.县镇域乡村旅游发展现状及思考[J],旅游调研,2006年第7期.
[37]赵登华.乡村旅游要巧打“特色牌”[N],经济日报,2007年05月28日.
[38]李慧.湖南娄底市乡村旅游步入规范化管理轨道http://www.100ye.com/webnews/616914.html
[39]刘建才.《论梅山文化的旅游开发价值》,商场现代化,2006(8).
[40]张海鹰.《民俗旅游可持续发展策略研究》,高师理科学刊,2004(2).
[41]www.mei-shan.com,中国第四届梅山文化研讨会.
[42]罗艳玲.《河南省文化旅游市场营销策略研究》,现代商贸工业,2008(5):109-110.
[43]陈南江、吴月照.《略述民俗文化的旅游开发》,特区理论与实践,1998(5).
[44]李丹.乡村旅游开发中的营销行为[J].发展研究,2006(9):80-81.
[45]高谋洲,李红岩.我国乡村旅游存在的主要问题及对策[J].商业研究,2006(21):158-160.
[46]赵立增.乡村旅游市场营销模式建构策略研究[J].商场现代化,2006(4):100.
[47]熊元斌,邹蓉.乡村旅游市场开发与营销策略浅析[J].商业经济与管理,2001(10):46-48.
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