| The wine grape belt at the eastern foot of Helan Mountain is known as "France Bordeaux",and is known as the most outstanding dark horse and out-of-print wine region in China.After recent years of development,the eastern foot of Helan Mountain has initially formed a famous wine cultural corridor in western China.As a new form of tourism,wine tourism is a new economic growth point of tourism development in the eastern foothills of Helan Mountain in Ningxia.However.the domestic scholars are currently lacking in research on the wine tourism in the eastern foot of the Helan Mountain.Studying the motives and behavioral characteristics of the wine drinkers in the Helan Mountain in Shandong Province has important theoretical and practical significance for the wine tourism research and wine tourism development in the eastern foothills of Helan Mountain.In this study.11 wineries were selected as sample survey points from 21 wineries in the eastern foot of Helan Mountain in Ningxia.Based on the study of wine tourism,tourism motives and behavioral characteristics,a model for studying the motivation and behavior of wine tourists in Shandong Helan Mountain was constructed,which was composed of three parts:tourism motive,tourist behavior and sociological statistics.Research hypothesis and empirical research program.Through a questionnaire to obtain relevant research data,using the factor analysis method,analysis,clustering analysis,cross contingency table method such as a series of data of the questionnaires retrieved data processing and analysis,explore the Helan Mountain foothill wine tourists tourist motives of the different demographic characteristics and behavior characteristics,and development countermeasures are put forward.Research shows:(1)Tourists' basic information:There are slightly more females than males in the eastern foothills of Helan Mountain.The tourists are dominated by the 20-50-year-old,highly educated,stable professional or student,middle and high income level tourists are the main force of the eastern foothills of Helan Mountain wine market.The source markets mainly come from Yinchuan and the surrounding urban areas and Shaanxi and Gansu.The Helan Donglu wine tourism market and the Ningxia tourism market are basically the same.It shows that the Helan Mountain in Ningxia initially integrated into the environment of the mass tourism market in Ningxia.(2)Tourist motivation analysis,using factor analysis method to divide the tourism motives of wine tourists in the eastern foothills of Helan Mountain into self-actualization motive,leisure motive motive,pursuit of novelty motives,experience motive,social emotional motive,sightseeing motive:Unit workers,corporate employees,individual/freelancers.and students at school earn more than 3.000 yuan or less than 1,500 yuan.Tourists with medium and high education experience are significantly more motivated than other tourists:tourists outside the region have a clear incentive to pursue novelty.Stronger than tourists in the region;Out-of-town tourists and Hui tourists are more emotionally motivated than other tourists:Tourists over 51-60 years of age and tourists with high school/college and undergraduate degrees have strong self-enforcing motivation;female tourists and male tourists More preference is given to leisure and motivation and sightseeing motives.(3)tourist behavior analysis,The eastern foothills of Helan Mountain wine tourists gather sightseeing group,explore new ethnic group,demand diversity group;tourists access information is recommended by relatives and friends,the Internet,118 tourists are attracted by famous tourist attractions in Ningxia.and this part of the tourists explore the highest proportion of the new ethnic group.The second is the diversity of the needs.The number of visitors to the first visit is high,and the proportion of exploring new ethnic groups gradually decreases with the increase of the number of visits.The demand diversity group believes that the restaurant needs to improve tourism publicity,parking,tourist souvenirs,and accommodation,and to explore the improvement of the new people's attention to increasing participation in experience activities,rich entertainment,traffic conditions.tour guide services and other factors.(4)Based on the study of the motivation and behavior characteristics of w ine tourists in the eastern foothills of Helan Mountain,this paper puts forward the corresponding development strategies from the point of view of tourists' needs and preferences.Inject rich cultural connotations;Second,improve the wine tourism infrastructure in the eastern foothills of Helan Mountain;Third,define the target market and develop targeted wine tourism products;Fourth,speed up the construction of wine professionals.To improve the service quality of the winery;Fifth,the implementation of differentiated wine tourism marketing strategy:Sixthly,the festival exhibition as the platform to invigorate wine tourism in the eastern foothills of Helan Mountain. |
PDF Full Text Request