| Nowadays, from the view of elderly population size and aging speed, China will become the country whose aging speed and level are fastest and highest in the world. Along with the development of social economy and the improvement of income and living standard, old people also have higher requirements on entertainment life. Elderly tourism gradually become a higher level of leisure and a way of life in the older groups. Elderly tourism market has become more and more popular in recent years. Moreover, the rural tourism in China is still in the primary stage of development at present. To vigorously develop the rural tourism is the positive measure of developing modern agriculture with Chinese characteristics and building a harmonious urban and rural. Owing to the demand of health, ecology and recuperation for old people and the characteristic of being suitable for short trips, the resource and product of rural tourism are more suitable for the demands of elderly tourism. In another words, the study of elderly rural tourism is more full of practical meaning.This paper, whose survey area is Fengman district in Jilin City, is to investigate the old people who are living in the Fengman district. The aim of this paper is to deeply identify the market needs of elderly rural tourism in the Fengman district of Jilin City and put forward reasonable measurement of development by investigating and analysing the behaviour characteristics of old travelers and the information of demand for rural tourism, and then doing difference analysis of age, gender, occupation, income level and physical qualities.Literature searching, questionnaire, interview and the quantitative and qualitative analysis are used in this paper, which are to do the research on rural tourism demand of old people living in the Fengman district. The conclusions are as follows:Firstly, the old people who are living in the Fengman district of Jilin City have a lot of spare time and strong willingness to travel. However, most of the old people, who lack of enough time, can travel once each year because of caring the third generation and some other reasons. They mainly get the travel information from friends and family, books, newspapers and magazines and so on. Their spouses or children will decide whether they can travel outside.Secondly, the old people in the Fengman district of Jilin City know well about the rural tourism and have strong willingness to travel. Leisure and heath care are their mainly travel motive and type of traveling destination. They will pay more attention to good public praise and safety factors when they choose rural tourism destination. Old people prefer to go traveling with family and friends. Self-driving and less than 2 hours’ one-way distance are better. The average spend per person is less than 200 yuan which can be accepted. Most of the old people choose to travel in the spring and autumn or weekends. One-day trip is the most popular among them. Old travelers have a high demand for food clean and fresh in rural tourism. They will not choose accommodation in the scenic spot in generally. Local specialty is the main choice in the tourist shopping. The entertainment options are mountain climbing, walking, observation, etc.Thirdly, there are differences between demographic characteristics and choosing the type of rural tourism destination, entertainment project in rural tourism, the way of traveling, travel transportation, travel demand and motive and travel consumption preference.In order to be able to drive the development of rural tourism in this area and develop the elderly rural tourism market, the author recommends developing rural tourism products which are suitable for old people according to their demand and preference; strengthening publicity related to tourism products; paying attention to the safety of the rural tourism destination and the food hygiene problems; paying attention to the suburban rural tourism development and planning tourism transportation. |
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