Research On Visitor's Behavior And Marketing Of Recreational Orchard In The Suburb Of Beijing

Today, more and more people have wearied the long-distance travel and began to select a short-trip in the gold week, especially the urban residents.they enjoy nature and leisure. With the recreational function and popular science, having stronger character of participation and local rural natural characteristics, Recreational Orchards satisfy people's tourism demand. With the fast development of recreational orchard in recent years, many problems emerged. For example, single active project, low special feature, low well-known, low visibility, poor management and lack of cooperation with other agencies and so on.. These problems have led to the low revisit rate, which lead the lower visitor satisfaction degree, the lack of expense, and weak competition.In order to expand the market of Beijing suburbs leisure orchard and attract more tourists to come, this paper take the tourist behavior research as a foundation, through surveying the tourist society demography characteristic, consumer behavior characteristics, characteristics of various motives, citing the abroad and Taiwan's theory and methods, and using many statistical methods to analyze data, and various aspects of the intrinsic relationship. This is the first time for using the statistical methods to analyse the visitor's motivation on recreational orchard in the mainland of China.Through analysis and study, visitors were divided into four types, namely, independent sentimental type, moderation lazy type, healthy and active type, and enjoy the type of tortoise, .the Orchard was oriented the relaxed joy, natural quiet, rich content, fresh and interesting. healthy and delicious places of tourism. The paper fix on some main target markets: the primary and secondary school students training tourism market, the market of young workers, family / friends tourist market, the hair market, the tourism market of university students, free tourist market, the tour market, leisure and entertainment market, cultural tourism market. According to the SWOT analysis, the author thought that the development of the products must have the unique cultural connotation, the type of rich and dynamic experience, and the marketing should give full attention to the reputation of quality effects and the use of the website to propagate. Meanwhile, the cooperation with other organizations and strengthens the joint marketing is also very important.Through thorough investigation and analysis, the author proposed the Beijing suburbs leisure orchard market marketing strategy and also showed the introduction case performs. This has provided the mentality for the Beijing suburbs leisure orchard market good development which may profit from.