Researching On Rural Tourism Consumers’ Behaviour In Shanghai

With the rapid development of Chinese national economy, the living standard ofthe Chinese and the level of urbanization were promoted, and the extent of yearningof the city residents to rural natural scenery life has been deepening continuously, sothat the rural tourism has emerged as the times require, after more than twenty yearsof development, rural tourism has become the main battlefield of domestic tourismand the important areas of consumer spending.Rural tourism, as a key of tourism development in Shanghai, has played anirreplaceable role in promoting the integration of urban and rural areas, reducing thepressure on urban employment, improving rural industrial structure and increasingfarmers’ income. How to better meet the needs of the consumer market is not onlyrelates to the sustainable development of Shanghai rural tourism industry, but alsogives reference for other urban areas.The paper takes rural tourism consumers of Shanghai as the research subject,according to the statistic materials about consumers market survey and other relatedstatistic data, using spatial analysis and market analysis tools, first of all, rural tourismproduct type and spatial distribution were analyzed in Shanghai, followed analyzingthe general characteristic of rural tourism market of Shanghai from demographiccharacteristics, behavioral characteristics of consumers, etc, then analyzing the mainfactors affecting the consumer behavior from the demographic perspective specifically,finally, the paper puts forward the targeted countermeasures and suggestions on thebasis of the results of the above study.The main conclusions of this study have:(1) on the type of product, rural tourismproducts of Shanghai are divided into sightseeing tour, recreation and entertainment,history and cultural classes, leisure classes; on the spatial distribution, Rural touristareas (spots) of Shanghai express the uneven distribution substantially,Among them, leisure classes and recreation and entertainment classes are moreconcentrated than sightseeing tour classes and history and cultural classes.(2) On thedemographic aspect of rural tourism consumer, in terms of residence, mainly to Shanghai residents, while other provinces (regions) and cities also has a certainproportion; in the gender, the number of tourists are about the same; in the age,consumers are given priority to with young and middle-aged and most of them havehighly educated; the occupations of consumers aer relativly dispersed; on the income,lower-middle-income people are currently still dominated, but the higher-incomegroups can not be ignored.(3) On the characteristics of consumers’ behavior and itsinfluence factors, the main motivations of tourists are relaxing, relieving stress,enjoying the idyllic scenery and tourism motives of different groups are different;networking and recommending of relatives and friends are the most way to gettraveling information, the choice of travel information affected by the residence,occupation, age and monthly-income; In the decision-making behavior, rural tourismhas obvious seasonal variations, awareness and richness of scenic spots have a greateffect on tourists decisions, self-drive tourism has become a way that consumers like,while bus trips also account for a large proportion, on the transportation time,consumers can accept that one-way travel distance is given priority to with1to2hours; In the experience behavior, many visitors don’t spend the night in traveldestination, the farmhouse and folk front households are the first choice of overnightvisitors, in the dining, the consumers who bring their own food account for a certainproportion, on purchasing the tourism commodity,40.8%of consumers said theywould not buy, travel cost is low and middle level, in general, the higher consmers’income, the more you spend in travel; In the evaluation behavior, the satisfaction ofrural tourists is in the above medium level, with the increase of satisfaction,recommendation degree will be increased accordingly, the proportion of touristsrevisit here is greater.(4) Based on the above analysis, it puts forward specificrecommendations for the sustainable development of rural tourism in Shanghai,including that conduct product development and mixing, expand the marketingchannels, strengthen infrastructure construction, improve economic benefit and so on.