Research On Tourism Consumption Preference Of Rural Residents Inlonggang,Wenzhou

With the rapid development of agricultural economy,the agricultural production structure is also being adjusted.The increasing income of farmers has changed their consumption concept and began to produce stronger tourism demand.Nowadays,the preference of rural residents for tourism consumption has become the focus of most national researchers.With a view to further promoting the development of tourism by strengthening the analysis of rural residents’ tourism consumption preferences and putting forward market expansion strategies combined with these preferences.Most of the current tourism companies prefer to publicize tourism projects to urban residents,but there are few tourism projects and related publicity for the tourism needs of rural residents.In terms of literature,there is little research literature on rural residents’ travel intention and relevant countermeasures,especially on rural residents’ travel intention.Strengthen research on factors affecting tourism consumption of rural residents,propose measures and suggestions to improve tourism consumption preferences and consumption levels of rural residents,so as to better promote the development of rural residents’ tourism market.Based on marketing theory and behavior theory,defining related concepts and explaining related theories,this paper selected the residents of Longgang,Wenzhou as research subjects.Investigates Longgang rural residents through field interviews and questionnaires,obtains relevant data,and analyzes the tourism consumption preference of Longgang rural residents,And draw the following conclusions: Longgang rural residents have a strong will and ideas for tourism,which provides a good basis for the study of rural residents’ tourism consumption preferences.Due to the nature of tourism consumption preference,rural residents’ willingness to travel is mainly to increase knowledge and travel with relatives and friends.Get tourist information at the recommendation of relatives and friends.The level of tourism consumption of rural residents is low,and there are only basic requirements for the health and safety of food and accommodation.Tourism consumption expenditure is mainly concentrated in food and accommodation.In terms of shopping,I like the products and specialties of tourist places.I like traveling by car.The main factors restricting its tourism consumption are economy and timeliness.At the same time,the tourism market environment is also an important factor restricting rural residents’ tourism consumption.At present,the main reason for the relatively slow development of farmers’ tourism market in China is that the income level of farmers in China is not high.Only by increasing farmers’ income can we solve the problem of the relatively slow development of farmers’ tourism market economy in China.The survey results show that this paper puts forward measures to expand the tourism consumption market of rural residents from the perspectives of government and enterprises.From the perspective of the government,strengthen the guidance of rural residents’ tourism consumption,provide effective ways for farmers to increase their income,strengthen the management of rural tourism market,establish tourism brand in rural areas and realize market expansion.From the perspective of tourism companies,by positioning rural residents in the tourism market,strengthening the construction of rural tourism service stores,strengthening tourism product design,actively implementing the tourism price discount strategy,providing high-quality rural tourism services,and strengthening market expansion.