经济新常态下中部地区农村居民旅游影响因素及营销对策研究——以湖南农村为例  

Marketing Strategy and Influencing Factors of Rural Residents' Tourism Consumption in the Central Region under the New Normal—A Case Study of Rural Areas in Hunan Province

作　　者：张贵华 石青辉[2] ZHANG Gui - huaI SHI Qing - hui(Beijin College, Hunan University of Commerce, Changsha, Hunan 410205 College of Administration, Hunan University of Commerce, Changsha, Hunan 410205)

机构地区：[1]湖南商学院北津学院,湖南长沙410205 [2]湖南商学院工商管理学院,湖南长沙410205

出　　处：《商学研究》2017年第5期19-25,共7页Commercial Science Research

基　　金：湖南省哲学社科基金项目(项目编号:14YBB047);湖南省教育厅科学研究项目(项目编号:15C0767)的阶段成果

摘　　要：经济新常态下,农村居民消费率越来越高,消费结构发生明显变化,旅游消费支出在农村居民消费支出中的比重逐渐加大,旅游逐渐成为农村居民的消费新常态。文章以湖南为例,通过田野调查获取数据,运用偏回归方程模型,对中部地区农村居民旅游意愿的影响变量及其权重进行分析,并根据其结果提出了相应的对策与建议。Under the influence of economic ＂New Normal＂, the consumption rate of rural residents is increasing, which leads to a significant consumption strueture revolution. In terms of the growing proportion of tourism expenditure within the rural residents＇ con- sumption expenditure, tourism industry has gradually become the ＂New Normal＂ of rural residents＇ consumption. This paper takes Hunan Province as an example to analyze the influencing variables and their weights for willingness of travel of the rural residents in the central region. Based on the data obtained through field investigation and prediction of partial regression equation model, this paper puts forward suggestions and specific countermeasures according to the results.

关 键 词：经济新常态 中部地区 农村居民 旅游 影响因素 

分 类 号：F592.68[经济管理—旅游管理]