安徽省乡村旅游体验特征与精准营销路径研究

CHARACTERISTICS OF EXPERIENCE AND PRECISION MARKETING PATH OF RURAL TOURISM EXPERIENCE IN ANHUI PROVINCE

关键词:  乡村旅游体验特征精准营销IPA分析最优尺度分析

Key words:  rural tourism  characteristics of experience  precision marketing  IPA method  Optimal Scaling Method

摘要:

［目的］全面探究乡村旅游体验，厘清其重点改进与优势巩固之处是提升乡村旅游的重要抓手。［方法］在对安徽乡村旅游体验调查的基础上，运用IPA分析方法识别乡村旅游体验的优势巩固与重点改进项目，并借助最优尺度分析方法探究优势巩固项目与重点改进项目的市场特征。［结果］（1）自然风光与社会治安属于优势巩固项目，而卫生条件、基础设施、交通便捷程度以及服务人员态度属于重点改进项目； （2）优势巩固与重点改进项目具有明显的市场特征。对优势巩固项目表示非常满意的人群主要年龄为18~35岁，以学生、教师、退休人员为主，文化水平在本科及以上，收入主要在1 999元及以下和5 000元以上，其居住地为城区，出游时间为春季且乡村旅游的停留时间为2~3d。对重点改进项目表示非常不满意的人群主要年龄为18~35岁，职业主要为学生、教师、退休人员，文化水平较高为本科及本科以上，其居住地主要为城区，出游季节主要为春季及秋季，停留时间较短为1d。［结论］乡村旅游体验的优势巩固项目与重点改进项目具有明显的市场特征，可从保持乡村特色、加强基础设施建设和提高服务质量等方面进行针对性营销推广。

Abstract:

In the past few years, rural tourism has got wide attention from all walks of life as an important path of rural revitalization. There is great significance to comprehensively study rural tourism experience to make clear its key improvement projects and advantage consolidation projects to promote further development of rural tourism. Based on the experience of tourists on rural tourism in Anhui province, this study employed IPA analysis method to identify the advantage consolidation projects and key improvement projects of rural tourism experience. In addition, the paper explored the market characteristics of the advantage consolidation projects and key improvement projects with the help of the Optimal Scaling Method. The results showed that: natural scenery and social security werre advantage consolidation projects, while health conditions, infrastructure, traffic convenience and service personnel attitude were the key improvement projects; advantages consolidation projects and key improvement projects had obvious market characteristics. The people who were very satisfied with the advantage consolidation projects were mainly students, teachers and retirees. In general, these occupations had more leisure time. In terms of ages, these people were usually between the ages of 18 and 35, at the same time, with regard to education, they usually had a high educational level of bachelor′s degree or above. Their income was generally less than 1999 or more than 5000. Most of them live in urban areas which were far from countryside. In terms of travel season, they usually went out for travel in spring. And they didn′t stay long or short in the countryside, generally two or three days. The people who are very dissatisfied with the key improvement projects are mainly aged 18-35, in terms of occupation; they are mainly students, teachers and retirees. To some extent, these occupations were more sensitive to tourism factors than others. They also had a high level of education of bachelor′s degree or above, as far as the information goes, they live mainly in urban areas. In terms of travel season, they go to travel mainly in spring and autumn, and they only stay out for a short time just one day. On the basis of this research information, this paper proposes a few corresponding strategies for rural tourism in Anhui province in order to improve rural tourism experience. On the one hand, the rural tourism enterprises should strengthen the construction of rural tourism characteristics on the basis of original feature to realize the sustainable development. On the other hand, rural tourism government would strengthen rural infrastructure construction to bring a great tourism environment for tourist. Last but not least, rural tourism enterprise should pay attention to organizing regular training to improve the quality of service. Only in this way can leave a good impression on the tourists and attract more overnight tourists and get a bigger profit.