乡村自驾游市场开发策略.docVIP

乡村自驾车游市场开发策略研究 Market Development Strategy Study Of Rural Self-driving Tour 摘要 随着人们生活水平和生活压力的不断提高，都市人对口然、清新、舒缓的乡村生活 越发向往，自驾车游成为都市屮高收入人群乡村旅游的主要形式。都市屮高收入人群成 为乡村口驾车游市场的主要市场，针对乡村口驾车游市场特定群体，消费力较强；旅游 活动注重感情；出游动机多样化，凸显休闲度假；区域性强、出游时间较集中；对配套 设施要求较高等特点，提出乡村自驾车游市场开发的策略：完善自驾车旅游信息系统, 开发特色、多样化的旅游产品，做好节前准备工作，走可持续发展道路等一系列措施。 通过这些措施进一步开发和完善乡村t驾车旅游市场。 关键词：乡村旅游；乡村口驾车游；市场特征；市场开发策略 Abstract As the continuous improvement of peoples living standards and living pressures, urbanite increasingly long for the natural, fresh, relaxing rural life. Self-driving tour became the major form of rural tourism to the high-income city groups. High-income people from city are the major market groups of village self-driving tour, which for the following characteristics of the specific groups to the rural Self-driving tour market, stronger consumption, tourism-oriented feelings, diversified trip motives, highlights leisure, regional stronger, time focused, require higher supporting facilities, we proposed some market development strategies of rural self-driving tour as below: Improve the self-driving tour information system, develop characteristics, diverse tourism products, prepare well before the holidays, keep sustainable development and so on. It can make a further development and improvement of the rural self-drive travel market through these measures. Key words： rural tourism; rural self-driving tour; market characteristics; market development strategy TOC \o 1-5 \h \z 中文摘要 (I) 英文摘要 (II) HYPERLINK \l bookmark4一、 绪论 (1) (-)研究的目的和意义 (1) HYPERLINK \l bookmark8(-)乡村自驾车游相关理论研究综述 (1) HYPERLINK \l bookmark10二、 乡村自驾车游的需求特征分析 (3) HYPERLINK \l bookmark12(-)特定群体、消费力较强 (3) HYPERLINK \l bookmark14旅游活动注重感情 (3) 出游动机多样化、凸显休闲 (4) 区域性强、出游吋间较集屮 (4) 对配套设施要求高 (4) HYPERLINK \l bookmark22岀游频率高、选择具冇一定的盲目性 (4) HYPERLINK \l bookmark24三、 乡村自驾车游市场存在的问题 (5) HYPERLINK \l bookmark26(-)配套设施滞后 (5) HYPERLINK \l bookmark28(-)管理理念和服务水平有待提高 (6) 安全问题 (7) HYPERLINK \l bookmark32对环境的破坏 (7) HYPERLINK \l b