乡村旅游目的地游客淡季出游行为研究——以婺源为例  

On Off-Season Travel Behavior of Rural Tourism Destination Tourists--A Case Study of Wuyuan

作　　者：万田户 鲍瑜 颜吉林 周敏 Wan Tianhu;Bao Yu;Yan Jilin;Zhou Min(School of History,Geography and Tourism,Shangrao Normal University,Shangrao,Jiangxi 334000,China)

机构地区：[1]上饶师范学院历史地理与旅游学院,江西上饶334001

出　　处：《西部经济管理论坛》2021年第4期68-76,86,共10页West Forum on Economy and Management

基　　金：江西省社会科学规划项目(20SH12);江西省教育厅人文社会科学项目(LS18205);江西省高校人文社会科学项目(GL20128);上饶市经济社会发展和人文社会科学项目(202105)。

摘　　要：淡季旅游是乡村旅游发展的重要瓶颈。基于中国乡村旅游目的地典型代表——江西婺源的个案研究,借助ROST CM6软件网络文本分析功能,挖掘与剖析婺源游客的淡季出游行为。淡季游客画像显示:游客主要选择秋冬季出游;多数游客在婺源逗留1~3天;结伴同游、家庭共游现象比较普遍;出游方式更倾向于自助自驾。高频词排序与聚类分析表明:游客消费行为具有明显的地方依恋倾向;游客审美行为具有乡土乡愁元素情结;游客权衡取舍行为取决于对服务势能的评估。最后提出制定淡季景观提升计划,促进全域全时旅游发展;文化赋能淡季旅游发展,促进文旅深度融合与迭代;打好淡季旅游产品组合拳,培育淡季个性化出游市场等对策。Off-season tourism is a great bottleneck for the development of rural tourism.Based on the typical represen tative of China’s rural tourism destination-Wuyuan,Jiangxi Province,this paper makes a case study to explore and analyze the off-season travel behavior of Wuyuan tourists with the help of the network text analysis function of ROST CM6 software.Portraits of off-season tourists show that tourists mainly choose to travel in autumn and winter;most tourists stay in Wuyuan for 1-3 days;traveling with companions and families are more common;and the way of traveling is more inclined to self-driving.High-frequency word ranking and cluster analysis show that tourists’consumption behavior has obvious tendency of place attachment;tourists’aesthetic behavior has a complex of local nostalgia elements;and tourists’weighing behavior depends on the evaluation of service potential.Finally,the paper puts forward to make a plan to upgrade the landscape in off-season so as to develop full-time tourism in the whole region;to empower the tourism development with culture in off-season to promote deep integration and iteration of cultural tourism;and to make a good combination of off-season tourism products and cultivate personalized travel market in off-season.

关 键 词：淡季旅游 游客行为 乡村旅游 文化旅游 婺源 

分 类 号：F590[经济管理—旅游管理]