门头沟新型乡村旅游市场研究.pdf

中国农学通报 2014,30(17):314-320 Chinese Agricultural Science Bulletin 门头沟新型乡村旅游市场研究 白凌子，桂 琳，何忠伟 （北京农学院经管学院，北京102206） 摘 要：近年来，随着收入、闲暇时间的增多，城市生活节奏的加快以及竞争的日益激烈，人们渴望能从优 美的环境中放松、休闲。于是，回归自然的乡村旅游就成为了人们最好的选择。采用市场调研的方法， 选取门头沟各乡镇的乡村旅游作为研究对象，重点对门头沟乡村旅游市场进行了调研和分析。经过对 门头沟乡村旅游经营方和消费者的实地调研，SPSS 分析的结果显示，尽管随着近几年乡村旅游的发展 和游客不断成熟和个性化，门头沟乡村旅游也得到了一定的发展，但是，门头沟乡村旅游基础设施和道 路交通条件差、乡村旅游产品单一、宣传力度不够、筹集资金渠道狭窄、游客满意度有待提高等因素，致 使门头沟乡村旅游发展还不完善。针对制约门头沟乡村旅游发展的因素，从文化创意的角度研究门头 沟乡村旅游，旨在把门头沟乡村旅游的资源优势转变为经济优势，促进门头沟乡村旅游的转型升级。 关键词：乡村旅游；调研；制约因素；转型升级 中图分类号：F719.2 文献标志码：A 论文编号：2014-0457 MarketResearchandAnalysisonRuralTourisminMentougou BaiLingzi,GuiLin,HeZhongwei (CollegeofEconomicsandManagement,BeijingUniversityofAgriculture,Beijing102206) Abstract:Inrecentyears,withtheincreaseofincomeandleisuretime,thefastrhythmofurbanlifeandfierce competition,peopleareeagertorelaxandtakealeisurelifeinthebeautifulenvironment.Asaresult,rural tourismhasbecomethebestchoiceforpeople.Weadoptedthemethodofmarketresearch,selectedthe villagesandtownsofruraltourismastheresearchobject,andfocusedonthemarketofMentougourural tourismforresearchandanalysis.ThroughthefieldsurveysofoperatorsandconsumersofMentougourural tourism,SPSSanalysisresultsshowedthatalthoughwiththedevelopmentofruraltourismandtouristsmature andindividuationinrecentyears,Mentougoururaltourismhasalsogotcertaindevelopment.However,the developmentofMentougoururaltourismwasalsoimperfectduetosomefactors,suchaspoorinfrastructure andtrafficconditions,singleproductsofruraltourismandreceptionenvironment,etc.Weaimedatrestraint factorsofthedevelopmentofMentougoururaltourismandstudiedfromtheperspectiveofculturecreativityof Mentougoururaltourisminordertotranslatingtheresourcesadvantagesof