基于消费者行为的宁波江北区民宿旅游调查研究

发布时间：2018-08-26 18:17

【摘要】：随着我国国民经济和社会的快速发展,人均可支配收入不断增加,恩格尔系数持续下降,居民消费结构出现转变升级。此外,随着我国2.5天小长假新规的出台,居民投入休闲活动尤其是短途旅游的时间更充足,在这一背景下民宿旅游成为越来越多人休闲放松的首选,民宿旅游研究也受到越来越多学者的关注。但是已有文献多基于宏观视角进行民宿旅游的研究,少数从微观消费者角度出发研究民宿旅游的,也多基于消费者需求状况这一单一视角,尚未有学者从民宿消费者整个行为的视角出发对民宿旅游进行调查研究。为此,论文选择基于消费者行为,以自然和人文资源丰富且城乡兼备的宁波都市核心区——宁波江北区的民宿旅游为研究对象,对其进行调查研究。论文首先对研究背景和意义作了简要介绍,对国内外民宿旅游、消费者行为的研究动态进行梳理与评述。接着对民宿旅游、民宿旅游消费者行为作了内涵界定,并在文献研究的基础上选择国外相对成熟的消费者行为理论——EBK模型,结合民宿旅游内涵,做相应修正,提出民宿旅游消费者行为模型,以此作为论文的理论框架。再接着从宁波市江北区民宿旅游开发状况、发展的有利条件、面临的机遇与挑战等方面进行宁波江北民宿旅游现状的分析。接着进行基于消费者行为的宁波市江北区民宿旅游调研分析和实证分析,其中调研分析通过问卷调查与实地走访相结合的方式,问卷调查以宁波江北区区内的现有游客群体及潜在客源所在地的消费群体为调查对象,对其民宿旅游需求认知、信息获取、出游频率、出游时间、出游方式、消费反馈等消费行为进行描述性统计分析;实地走访以宁波江北区民宿旅游示范村落毛岙村和鞍山村为走访对象,从消费者行为的角度对经营者和民宿游客进行访谈,总结出宁波江北区民宿旅游消费者行为特征及民宿旅游存在的问题。实证分析基于问卷调查的数据,利用方差分析、因子分析、回归分析的方法分析消费者内在个人属性因素对民宿旅游决策的影响和消费者外部环境评估因素对民宿旅游决策的影响,发现消费者年龄、教育程度、收入等内在个人属性因素及配套环境、体验产品、文化环境、田园风情和特色服务等外部环境评估因子对宁波江北民宿旅游决策均有不同情况的显著影响。最后在总结调查分析和实证分析结果的基础上,结合宁波江北区民宿发展现状,提出发展宁波江北区民宿旅游的对策建议。
[Abstract]:With the rapid development of China's national economy and society, the per capita disposable income is increasing, the Engel's coefficient continues to decline, and the consumption structure of the residents is changing and upgrading. In addition, with the introduction of the new 2.5 days small vacation rule in China, residents have more time to devote themselves to leisure activities, especially short trips. In this context, residential tourism has become the first choice for more and more people to relax. More and more scholars pay attention to the study of residential tourism. However, there are many literatures based on macro perspective to study residential tourism, a few from the perspective of micro-consumers to study residential tourism, but also based on the consumer demand status of a single perspective, No scholars have investigated the residential tourism from the perspective of the whole behavior of residential consumers. Therefore, based on consumer behavior, this paper chooses the residential tourism of Ningbo Jiangbei District, which is rich in natural and human resources and has both urban and rural resources, as the research object, and makes an investigation and research on it. Firstly, the research background and significance are briefly introduced, and the research trends of residential tourism and consumer behavior at home and abroad are reviewed and reviewed. Then the connotation of residential tourism, residential tourism consumer behavior is defined, and on the basis of literature studies, the relatively mature foreign consumer behavior theory-EBK model is selected, combined with the connotation of residential tourism, to make a corresponding revision. This paper puts forward a model of residential tourism consumer behavior, which is the theoretical framework of the paper. Then it analyzes the present situation of residential tourism in Jiangbei District of Ningbo City from the aspects of the development situation, favorable conditions, opportunities and challenges faced by the development of residential tourism in Jiangbei District of Ningbo City. Then, the research and empirical analysis of residential tourism in Jiangbei District of Ningbo City based on consumer behavior is carried out, in which the survey and analysis are combined with questionnaires and field visits. Taking the existing tourist groups in Ningbo Jiangbei District and the consumer groups in the places of potential tourist sources as the objects of investigation, the author makes a survey of their residential tourism needs, information acquisition, travel frequency, travel time, travel mode, etc. Consumer feedback and other consumer behaviors were analyzed by descriptive statistics, and field visits were conducted to interview operators and residential tourists from the perspective of consumer behavior, taking Luomao Village and Anshan Village, a demonstration village of residential tourism in Ningbo Jiangbei District, as the visiting objects. This paper summarizes the behavior characteristics of residential tourism consumers and the problems in residential tourism in Jiangbei District of Ningbo. Empirical analysis based on questionnaire data, using variance analysis, factor analysis, The method of regression analysis analyzes the influence of the consumer's intrinsic personal attribute factor on the residential tourism decision and the influence of the consumer's external environment evaluation factor on the residential tourism decision, and finds out that the consumer's age, education level, etc. The external environmental evaluation factors, such as income, internal personal attribute factors and supporting environment, experience products, cultural environment, pastoral customs and special services, all have significant effects on the tourism decision of Ningbo Jiangbei lodging. Finally, on the basis of summing up the results of investigation and empirical analysis, combined with the present situation of the development of residential accommodation in Jiangbei District of Ningbo, the author puts forward some countermeasures and suggestions for the development of residential tourism in Jiangbei District of Ningbo.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F719.2;F713.55

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