發(fā)布時(shí)間：2018-08-05 14:13

【摘要】：鄉(xiāng)村旅游對(duì)社會(huì)主義新農(nóng)村建設(shè)、構(gòu)建和諧社會(huì)、統(tǒng)籌城鄉(xiāng)發(fā)展意義重大。本文主要從旅游產(chǎn)品供給、游客需求特征和營(yíng)銷(xiāo)策略等3個(gè)層面開(kāi)展對(duì)福州市鄉(xiāng)村旅游市場(chǎng)特征的研究，可為理性地發(fā)展鄉(xiāng)村旅游提供導(dǎo)向，為鄉(xiāng)村旅游開(kāi)發(fā)實(shí)踐提供所需要的理論支撐。 首先系統(tǒng)分析了鄉(xiāng)村旅游的起源、定義、分類(lèi)和特點(diǎn)，并總結(jié)歸納了鄉(xiāng)村旅游的國(guó)內(nèi)外研究現(xiàn)狀。 介紹了福州市鄉(xiāng)村旅游產(chǎn)品的開(kāi)發(fā)現(xiàn)狀，分析了福州市發(fā)展鄉(xiāng)村旅游的優(yōu)勢(shì)、劣勢(shì)以及面臨的機(jī)遇和挑戰(zhàn)，最后從鄉(xiāng)村旅游規(guī)劃與管理、基礎(chǔ)設(shè)施建設(shè)、鄉(xiāng)土民俗文化特色項(xiàng)目開(kāi)發(fā)和市場(chǎng)營(yíng)銷(xiāo)策劃四個(gè)方面提出了福州鄉(xiāng)村旅游發(fā)展的策略。 通過(guò)對(duì)問(wèn)卷調(diào)查所收集基礎(chǔ)數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析，，分別從游客人口學(xué)特征、出行特征、偏好特征、環(huán)境認(rèn)知特征對(duì)福州市鄉(xiāng)村旅游市場(chǎng)的需求特征進(jìn)行了分析，并提出應(yīng)加強(qiáng)鄉(xiāng)村旅游規(guī)劃與管理、加強(qiáng)鄉(xiāng)村旅游基礎(chǔ)設(shè)施建設(shè)、加強(qiáng)鄉(xiāng)土民俗文化特色項(xiàng)目開(kāi)發(fā)、加強(qiáng)鄉(xiāng)村旅游市場(chǎng)營(yíng)銷(xiāo)策劃等四個(gè)方面的建議。 對(duì)福州市鄉(xiāng)村旅游市場(chǎng)問(wèn)卷調(diào)查統(tǒng)計(jì)數(shù)據(jù)進(jìn)行交叉分析，對(duì)鄉(xiāng)村旅游游客的出行特征和偏好特征在性別、年齡、受教育程度、職業(yè)、個(gè)人收入等方面的差異性進(jìn)行比較分析，并從產(chǎn)品設(shè)計(jì)、產(chǎn)品營(yíng)銷(xiāo)、旅游設(shè)施等方面提出了發(fā)展福州市鄉(xiāng)村旅游的建議。 最后，從鄉(xiāng)村旅游產(chǎn)品定價(jià)策略、市場(chǎng)細(xì)分策略和鄉(xiāng)村旅游產(chǎn)品促銷(xiāo)策略三個(gè)方面提出了福州市鄉(xiāng)村旅游市場(chǎng)營(yíng)銷(xiāo)的建議。
[Abstract]:Rural tourism is of great significance to the construction of new socialist countryside, the construction of harmonious society and the overall development of urban and rural areas. This paper mainly studies the characteristics of rural tourism market in Fuzhou from three aspects: the supply of tourism products, the characteristics of tourist demand and the marketing strategy, which can provide guidance for the rational development of rural tourism. To provide theoretical support for rural tourism development practice. Firstly, the origin, definition, classification and characteristics of rural tourism are systematically analyzed, and the current research situation of rural tourism at home and abroad is summarized. This paper introduces the present situation of the development of rural tourism products in Fuzhou, analyzes the advantages, disadvantages, opportunities and challenges faced by the development of rural tourism in Fuzhou, and finally analyzes the planning and management of rural tourism and the construction of infrastructure. This paper puts forward the development strategies of Fuzhou rural tourism from four aspects: the development of local folk culture and the marketing planning. Through the statistical analysis of the basic data collected by the questionnaire, this paper analyzes the demand characteristics of rural tourism market in Fuzhou from the characteristics of tourist demography, travel, preference and environmental cognition. It also puts forward four suggestions: strengthening rural tourism planning and management, strengthening rural tourism infrastructure construction, strengthening the development of rural folk cultural characteristics, and strengthening the marketing planning of rural tourism. This paper makes a cross-analysis of the statistical data of rural tourism market survey in Fuzhou, and compares the differences of travel characteristics and preference characteristics of rural tourism tourists in gender, age, education, occupation, personal income, etc. The suggestions of developing Fuzhou rural tourism are put forward from the aspects of product design, product marketing, tourism facilities and so on. Finally, the paper puts forward some suggestions on rural tourism marketing in Fuzhou from three aspects: pricing strategy of rural tourism products, market segmentation strategy and promotion strategy of rural tourism products.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F592.7;F327

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李建峰;沈紹嶺;楊軍;;鄉(xiāng)村旅游景區(qū)市場(chǎng)營(yíng)銷(xiāo)模式研究[J];安徽農(nóng)業(yè)科學(xué);2008年23期

2 魏敏;;鄉(xiāng)村旅游研究綜述[J];安徽商貿(mào)職業(yè)技術(shù)學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2010年01期

3 廖濤;;四川旅游客源市場(chǎng)及消費(fèi)結(jié)構(gòu)分析[J];成都大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2010年04期

4 余娟;;成都鄉(xiāng)村旅游資源特色及客源市場(chǎng)分析[J];當(dāng)代經(jīng)濟(jì)(下半月);2008年02期

5 稅偉,陳烈,王山河;城市化與城市近郊鄉(xiāng)村旅游開(kāi)發(fā)研究——以成都邛崍市鶴鳴村為例[J];地理與地理信息科學(xué);2005年03期

6 吳必虎,唐俊雅,黃安民,趙榮,邱扶東,方芳;中國(guó)城市居民旅游目的地選擇行為研究[J];地理學(xué)報(bào);1997年02期

7 萬(wàn)緒才;;基于客源市場(chǎng)的鄉(xiāng)村旅游產(chǎn)品開(kāi)發(fā)研究——兼論南京市江心洲鄉(xiāng)村旅游產(chǎn)品開(kāi)發(fā)的問(wèn)題與對(duì)策[J];東南大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2007年05期

8 潘秋玲;現(xiàn)階段我國(guó)鄉(xiāng)村旅游產(chǎn)品的供需特征及開(kāi)發(fā)[J];地域研究與開(kāi)發(fā);1999年02期

9 呂連琴,劉愛(ài)榮;我國(guó)鄉(xiāng)村旅游高級(jí)化的產(chǎn)品設(shè)計(jì)導(dǎo)向[J];地域研究與開(kāi)發(fā);2002年04期

10 李偉;鄉(xiāng)村旅游開(kāi)發(fā)規(guī)劃研究[J];地域研究與開(kāi)發(fā);2003年06期

本文編號(hào)：2166035