基于游客感知的乡村休闲旅游实证研究——以鄢陵为例

EMPIRICAL RESEARCH ON RURAL TOURISM BASED ON TOURIST PERCEPTION——A CASE STUDY OF YANLING

关键词:  游客感知 乡村休闲旅游 鄢陵 信息对称 实证研究

Key words:  tourist perception  rural  tourism  Yanling  information symmetry

摘要:

随着我国经济的高速发展以及城市化水平的提高，乡村休闲旅游在全国范围内得到迅猛发展。文章从乡村休闲旅游产生的原因、推动力及存在的问题对我国乡村休闲旅游的现状进行了研究，发现乡村环境及民族文化是乡村休闲旅游大规模发展的根本原因，而经济的快速发展、政府的大力支持以及城乡统筹的高度重视推动了乡村休闲旅游的发展。为促进乡村休闲旅游的发展，文章对游客感知理论进行了分析，旨在从游客的视角出发，指导乡村休闲旅游的开发，运用感知价值的理论对游客的需求进行多维度的具体化分析。以此为基础，文章对鄢陵县休闲旅游进行了分析，从樱桃观光采摘游、花都赏花踏青游、花乡农家游和品陈化店茶游4方面进行了研究。研究发现，对于乡村休闲旅游而言，游客感知价值、游客满意度是保持较高回头率的关键因素。从鄢陵县各版块旅游现状来看，游客从乡村景观、产品服务、基础条件和成本认知等各方面都表现得相当满意，游客回头率高，对外推荐度高，推动了鄢陵县乡村休闲旅游产业的高速发展。此外，文章还对鄢陵县乡村休闲旅游提出了建议，鄢陵县还需深入挖掘乡村休闲旅游资源的潜力和特色，努力改善乡村旅游地的环境条件以及开发新的旅游路线。

Abstract:

With the rapid development of China's economy and increasing levels of urbanization, to return to the countryside nature-themed rapid development of rural tourism in the country. Cause From rural tourism generated impetus and problems on Current rural tourism were studied and found that the rural environment and national culture is the root cause of large-scale development of rural tourism, and economic development, government support and urban and rural areas to promote the development of rural tourism. To promote the development of rural tourism, this paper analyzes tourist perception theory, designed to analyze specific perspective of tourists for the center to guide the development of rural tourism, the use of the perceived value of the theory of tourist demand for multi-dimensional. On this basis, the paper YanLingXian leisure travel were analyzed from cherry picking sightseeing tours, Huadu tour outing flowers, Huaxiang farm tours and travel goods aging tea shop four areas studied. The study found that for rural tourism, the perceived value of their products is a key factor in maintaining high retention rates of tourists. Yanling County tourism situation from the point of view of each area, visitors from all aspects of rural landscape, products and services, and other basic conditions and cost awareness are quite satisfied with the performance, visitors high retention rates, foreign recommend high YanLing Xian promote rural tourism the rapid development of the industry. In addition, the paper also Yanling County, rural tourism proposals, Yanling County needs further tap the potential and characteristics of rural tourism resources, efforts to improve environmental conditions of rural tourism as well as the development of new tourist routes.