| Along with the social, economic, Internet and the development of the tourism industry, tourism has gradually become a part of people’s life.Both urban and rural residents want to go out for traveling, promoting their spiritual and culture requirements. According to the national bureau of statistics statistical data of the People’s Republic of China in 2013, there are 1.36 billion people in our country, the rural population are 629 million. Although the number of the the rural population are fewer than ever before, it still occupies one half in the total population of China. In our country, the process of promoting the construction of socialist harmonious and well-off society, urbanization is developing rapidly. Farmers’ incomes and living standards improve gradually, the gap between the rich and the poor is more and more narrow gradually, the rate of urban and rural farmers going out for traveling enhanced gradually. Therefore, study peasant tourism market is the trend of the times."Suburban" is the transition of urban and rural areas, with the double characteristics of rural and urban.It is known as "the tail of urban, the head of rural", and it is the special product of urbanization of our country. With the acceleration of urbanization, suburban rural residents’ living standards, spiritual and cultural needs and the acceptance of new things have improved quickly, which is much higher than the real rural residents’, especially in the tourist cognition, attitude, demands and travel experience. Suburban rural residents travel behavior research can provide guidance and reference for the overall development of farmer’s tourism market.This paper, taking xi’an city suburb rural residents as the research object,with the support of tourist behavior research theory,reviews and the domestic and foreign relevant theory and practice experience,the author use first-hand field investigation questionnaire data and the statistical yearbook of xi’an and tourism statistics,literature method,questionnaire method,interview method,statistical analysis,qualitative and quantitative analysis, to analysis and study the suburban residents’ decision-making behavior of tourism, tourist preference behavior, tourism consumption behavior, space-time dynamic behavior, and evaluation after traveling to explore tourist behavior characteristics of suburban rural residents of Xi’an.Using SPSS18.0 and Excel software to analysis and study suburban rural residents’ traveling restricting factors in Xi’an, with the overall characteristic analysis, variance analysis, factor analysis, clustering analysis. On this basis, put forward some corresponding countermeasures and Suggestions for the suburb rural resident travel market development of Xi’an.This will provide theoretical and practical basis for the development of the farmers’ tourism market of in Xi’an region, and provide reference for the optimization of tourism industry and the long-term development of Xi’an region.The main research conclusions are follows:(1)In the tourist cognition, Xi’an rural residents hold positive attitude on tourism overall. They know something about travel, support for traveling very much, and their traveling demand, will are strong. They hold positive attitude to "promoting farmers traveling". Which also verified the author’s hypothesis before the research on suburban rural tourism that suburban rural residents’ travel acceptance, cognitive degree becomes higher and higher, and their traveling will are continue growing.(2) In the behavior characteristics, Xi’an rural residents’traveling still stay in the shallow level of mass tourism at current.The main tourist motives are mainly "going out to see the outside, and broaden their horizon". Their tourism consumption are generally on the basic travel tickets, transportation, and accommodation etc. For the evaluation of tourism elements, scenic spots is the most satisfactory one, mandatory tourism shopping is the most objectionable one.In terms of individual preferences, Xi’an rural residents’ travel preference and reflects a certain uniqueness. In preference on travel distance, for example, Xi’an rural residents mainly travel and like to travel across the province.In terms of tourist information sources, they favor to get travel information from the network, relatives, friends, and travel agency. On the tourism destination preference, they tend to scenic tourist destination.(3) In the tourism influence factors, Xi’an suburban rural residents’ traveling constraints are mainly economic, time, and lack of tourism information structural constraints, and interpersonal constraints.Although there are differences on different demographic characteristics, economy, time, lack of tourism information, lack of appropriate tourism products, etc are still the mainly traveling constraints overall. Therefore, as long as we create opportunities and conditions appropriatly, these constraints can be overcome.The author got factors analysis of the 17 traveling constraints factors of rural residents, concluded five traveling constraints factors.They are mainly for the "psychological constraint", "structural constraint", "family restriction", "personal property and safety restriction", "personal habits constraint". And on this basis, we got the cluster analysis of 318 respondents, and found that rural resident travelers can be divided into "hardcore" and "conservative" two types.(4) The analysis of the rural residents’travel advice and opinions of respondents still showed that they hold active and supportive attitude to promoting rural residents’travel. But they also show some expectations and appeal on "promotion more, getting more travel information", "making personal and property security", "increasing suitable tourism products for farmers", "giving preferential treatment to farmers", "boycotting tourism malpractice"etc.Based on the conclusion of data analysis, the author give some advices to the government, tourism management departments, tourism enterprises,the media,and rural residents,hoping to make some contribution to the development of rural residents’ travel market.We advice the government to increase publicity, give preferential treatment and incentives to farmers, establish the corresponding legislation, and standardize the tourism market. Tourism management departments need to strengthen supervision, create a good environment for traveling, and improve the tourism information platform, making tourists’query and search tourist information more and more convenient. Tourism enterprises need to establish the suburban rural tourism marketing concept, segment the target market, design appropriate tourism products, and strengthen marketing.Media need to play the propaganda and supervision role. Rural residents should improve their self-cultivation, strengthen the contact with the outside world.The innovation of this article is it is combined with the current hot issues of society and people’s livelihood, capturing the rapid rising, with sufficient power, but extremely mature, needing "cultivating" farmers’travel trends. Combining the building of harmonious society, the rapid development of tourism industry and farmers traveling, and giving apporate strategies for peasant tourism market development.At the same time, this paper taking suburban segment market as the research object, which enrich the research content about farmers’ tourism. |
PDF Full Text Request