A Study On Tourism Consumption Preference And Market Expanding Countermaeasures Of Rural Residents In Zhejiang Province

With the adjustment of agricultural production structure and the improvement of production efficiency, the increases of rural residents’ leisure time and disposable income, and the change of consumption concept, China’s rural residents travel consciousness and travel demand continuously improve. Rural residents’ travel research has become one of national tourism development important strategies. And it also has attracted much attention from academic. As China’s strong economic province, and also a "big tourism province" in coastal areas, income of Zhejiang province rural residents rapid growth, the market is in the tourism consumption expansion period and has great development potential. Therefore, researching the tourism consumption preference of rural residents in Zhejiang province and putting forward some development measures according to the characteristics of its market has a certain practical significance.This paper uses behavior, psychology, marketing theories and methods, on the basis of discussion of theories and concept definition, select124villages of11cities’ rural residents in Zhejiang province as the object of empirical study. Then using the way of questionnaires and household interviews to obtain first-hand data and analyzing several areas of preference characteristics, such as travel intention, tourism behavior, tourism time and space and tourism consumption. In the meanwhile, the writer also analyzes the factors which influence tourism consumption preference, and draw the following conclusion:First, by using the descriptive statistical analysis, the writer come to the conclusion that the rural residents in Zhejiang province have their own characteristic of the intention to go on a journey and the tourism consumption preference, such as they have positive tourism attitude and strong desire to travel, their tourism motivation is mainly to increase knowledge, their travel mainly limited by time and income, they prefer self-help travel and have various source of information, their travel radius is short and the consumption level is not high.Secondly, using the five-point scale way of Likert, the writer tries to explore the factors which influence the tourism consumption preference of rural residents, as well as to explore the otherness of the influencing factors between people with different demographic characteristics. And the conclusion is that there are four common factors be extracted, each named the landscape facilities, the image attraction, the consumption costs, the experience atmosphere. Among these factors, the landscape facilities have a bigger influence, the experience atmosphere has a smaller influence. And in the different demographic variables, rural residents’influence degree affected by the various influence factors is different. Meanwhile, correlation analyze prove that there is a weak correlation between the demographic characteristics and the impact factors of tourism consumption preference.Thirdly, on the basis of feature research and analyze, the writer pointedly puts forward several corresponding countermeasures for the tourism market expanding of rural residents in Zhejiang province from two aspects of government department and the tourism enterprise., such as strengthening the dynamics of tourism policy support, expanding the channel of farmers’income increasing, adding the tourism service network in rural areas, implementing differentiation service and personalized service.