环城市乡村旅游市场细分及特征——以北京高校学生为例  

Segmentation and Characteristics of Rural Tourism Market around City—Taking College Students in Beijing as an Example

作　　者：高璟 GAO Jing(College of Architecture Urban Planning,Beijing University of Technology,Beijing 100124)

机构地区：[1]北京工业大学建筑与城市规划学院

出　　处：《安徽农业科学》2019年第19期143-147,155,共6页Journal of Anhui Agricultural Sciences

摘　　要：我国乡村旅游从20世纪90年代起步,目前已进入了需求与供应同时推助的新型发展阶段。该研究运用随机抽样的结构化问卷调查、因子分析、聚类分析、方差分析等方法,研究了教育资源密集型大城市高校学生群体环城市乡村旅游的人口学、心理学、行为学等方面特征,探索了其家庭背景对设定的心理、行为等变量的影响并对其进行了市场细分,确定了期望所有型、自然—文化型、自然—乡村型、被动型4类游客。建议北京市乡村旅游发展要重视高校学生群体这一细分市场,进行分类营销,促进北京市乡村旅游转型升级。China’s rural tourism started in the 1990s and has entered a new stage of development,which is boosted by both demand and supply.In this study,the demographic,psychological and behavioral characteristics of rural tourism around urban areas among university students in large cities with intensive educational resources were studied by means of random sampling structured questionnaire,factor analysis,cluster analysis and variance analysis,and the psychological and behavioral changes of their family background to the setting were explored.Quantity influence and market segmentation were carried out,and four types of tourists were identified,namely,all-type tourists,natural-cultural tourists,natural-rural tourists and passive tourists.It is suggested that the development of rural tourism in Beijing should attach importance to the subdivision market of college students,carry out classified marketing,and promote the transformation and upgrading of rural tourism in Beijing.

关 键 词：家庭背景 市场细分 乡村旅游 学生 北京 

分 类 号：F304.1[经济管理—产业经济]