农民旅游消费行为研究--企业管理.pdfVIP

要 旅游业已成为我国，乃至世界发展最快、极具潜力的新兴产业之一。但是， 在我国旅游业的蓬勃发展的背后，一方面，我国旅游企业在城市旅游市场的价格 战、旅游产品的同质化和城市旅游市场趋于成熟化，旅游业竞争白热化。另一方 面，农民旅游不被旅游市场所看好，业内人士对这个潜在的巨大市场鲜有人认识 和涉足。一个占国家人口绝对多数的农民旅游需求缺位的旅游产业，城乡旅游发 展不平衡的旅游产业，是旅游业发展不够健康的表现，是全面建设社会主义和谐 社会和 十一五”期间旅游业发展进程中一个急需解决的问题。 本文在大量文献检索前提下，根据旅游学、消费者行为学、市场营销学和服 务市场营销学等相关理论，设计了农民旅游消费行为的问卷调查，开展了对江西 省赣州市等13 地 （市）农民旅游消费行为调查，并对调查结果进行定性和定量分 析，分别形成了以年龄、收入和受教育层次在旅游消费水平、旅游目的、目的地 吸引力因素、出游阻碍因素、信息获取渠道等方面的农民旅游消费行为特征总结， 提出了由远及近、逐步发展的产品策略，低价位、推拉结合的价格策略，建设农 民旅游服务网络的渠道策略，巧用先发效应、突出重点的促销策略，有别于服务 城市旅游者的人员策略，采用公共关系营销策略、售后服务策略，并提出要发挥 政府在基础设施建设、市场环境整治、统筹协调等方面的作用，促进农民旅游需 求的实现和消费能力的提高，为旅游企事业单位拓展农民旅游市场提供实证数据 支持和决策参考。 关键词：农民旅游，消费者行为，营销策略 1 Abstract Recent years, with the continuously and steadily development of economy in China, the tourism industry steps into its golden era. Tourism industry has become the most flourishing and potential infant industry in our country, even in the world. Tourism industry is getting more and more important for our economic and social development. It is predicted that China will become one of the traveling centers in 21st century. However, on one hand, urban people take the majority of tour consumption amount in domestic tourism market. That is, urban people go to the country, or go to other cities. Price cutting strategy, homogeneous products, ripe market have waged a fierce competition. On the other hand, peasant tourists’ consumers are far from being noticed and utilized. Peasant tourists ’ market have not been discovered and developed. There are 80 million peasants in our country. Peasants take the greatest majority of China ’s population. It is unhealthy for the tourism industry which pays little attention to peasants’ travel requirements ，and its an problem that needs quick solution for building a harmonious socialist country and f