乡村振兴背景下居民乡村旅游意愿实证研究  

An Empirical Study of Residents’Intention for Rural Tourism under the Background of Rural Revitalization

作　　者：秦俊丽[1] 林岚[2] QIN Jun-li;LIN Lan(School of Yungangoloy,Shanxi Datong University,Datong 037009,China;School of Geographical Science,Fujian Normal University,Fuzhou 350108,China)

机构地区：[1]山西大同大学云冈学学院,山西大同037009 [2]福建师范大学地理科学学院,福建福州350108

出　　处：《经济问题》2023年第6期113-119,共7页On Economic Problems

基　　金：山西省哲学社会科学规划课题“乡村振兴背景下消费者乡村旅游意愿及其影响机制研究”(2022YJ118)。

摘　　要：乡村振兴作为新时期“三农”工作的总抓手,其最终目标是实现我国农村社会经济的全面现代化。而乡村旅游作为社会经济发展的产物,有助于发挥农业的多功能性价值,是实现乡村振兴的重要路径。通过对山西省3市736个有效样本的实证调查,研究乡村振兴背景下居民乡村旅游意愿,重点分析不同人口统计学特征居民在乡村旅游意愿上的差异性。结果显示:人口统计特征和居民乡村旅游意愿存在变量关系,突出表现在不同地域、家庭结构、文化程度、家庭月收入的居民对乡村旅游意愿的差异上。研究结果对乡村振兴背景下以城市居民为主要目标市场的乡村旅游目的地开发与规划、乡村旅游产品设计和乡村旅游市场营销具有重要的指导意义。Rural revitalization,as the general focus of the“three rural”work in the new era,its ultimate goal is to realize the overall modernization of China’s rural social economy.As a product of social and economic devel⁃opment,rural tourism helps to play the multifunctional value of agriculture and is an important way to realize the rural revitalization strategy.Through an empirical survey of 736 valid samples from three cities in Shanxi province,this paper explores residents’intention for rural tourism under the background of rural revitalization,focusing on the differences of residents’intention for rural tourism with different demographic characteristics.The results show there is a variable relationship between demographic characteristics and residents’intention to rural tourism,mainly reflected in the impact of residents with different region,different family structures,different education lev⁃els and different family monthly income on rural tourism intention.The results are of great significance for the de⁃velopment and planning of rural tourism destinations,rural tourism product design and rural tourism marketing with urban residents as the main target market in the context of rural revitalization.

关 键 词：乡村旅游意愿 乡村振兴 人口统计特征 

分 类 号：F592.7[经济管理—旅游管理]