Research On The Travel Intentions And Marketing Strategies Of Rural Residents In The Nearby Suburbs Of The City

With the increasing saturation of urban tourism market, the development of tourism market is gradually expanding from city center to the periphery. In the background of building a new socialist countryside, the enormous potential of the tourism market of rural residents in China is becoming increasingly prominent. The nearby Suburbs of city as the intermediate zone of transition between central city and remote rural areas is most affected by the urbanization, and is becoming the market segments with the most potential in the whole tourism market of rural residents in China. Therefore, the development of tourism market of rural residents in the nearby suburbs of city will be the beginning of the development of rural tourism market in China.Identifying the travel intentions of potential tourists and understanding the factors which constraining potential tourists'trips are the foundations for the tourism enterprises to design tourism products and marketing. The tourism market of rural residents in the nearby suburbs as a potential consumer market, with a distinct consumer psychology of tourism and travel preferences characteristics which are different from urban and remote rural residents', are often subject to different travel constraints. In view of this, the writer draws on the sciences of psychology,behavior,marketing,statistical theory and methods, based on the relevant concepts and theories, and selects residents in Laoshan District of Qingdao as empirical research objects. Then using the way of questionnaires and household interviews, from four areas of tourism knowledge, travel attitude, desire to tourism and tourism motivation to explore the travel characteristics of consumer psychology of rural residents in nearby suburbs. Then the writer gets the conclusion that the rural residents in nearby suburbs are not well know about tourism but with positive tourism attitudes and strong desires to travel, in the mean while, their tourism motivations are diversified but the physiological motivations such as sightseeing are still dominant. In terms of twelve tourism preferences of rural residents in nearby suburbs, such as the tourism resources preference,travel time preference,travel way preference, the writer takes descriptive analysis of their specific travel preferences. And then using chi-square test methods, the writer takes simple analysis on the differences in their travel preferences based on various demographic characteristics of rural residents in nearby suburbs. Using the five-point scale way of Likert, the writer tries to restrict the main factors which constraint rural residents'traveling, as well as to explore the differences of the constraints between people with different ages,different occupations,different family structures and different family economic situation. And the conclusion is that leisure time,income and other structural factors are still the dominant constraints, consumers'attitudes and other personal constraints play a minor role within the overall constraints characteristic. At the end of the study, the writer on the basis of research and analysis, puts forward tourism marketing proposals for the tourism market of rural residents in nearby suburbs from the set of new marketing concepts, creation of good marketing environment, division of target market segments and implementation services marketing mix strategies, hoping for offering valuable opinions for the tourism enterprises to develop tourism market of rural residents in the nearby suburbs of the city.