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如何吸引和促进消费是乡村旅游发展的重要问题。文中以消费者行为理论为基础,在陕西省棣花古镇进行调研,从消费者出行动机、出行决策、消费、评价4个方面分析游客行为,结果表明,游客对古镇回游率较高,但消费力不强。进而依托4P营销理论,提出要改善棣花景区的产品结构,制定合理的价格策略以及多渠道的促销策略等,希望改变景区的发展现状、转变当地的经济发展方式,满足人们精神文化需求。
How to attract and promote consumption is an important issue in the development of rural tourism. Based on the theory of consumer behavior, this paper conducts a survey in the ancient town of Dihua in Shaanxi Province, and analyzes tourists’ behavior from four aspects: travel motivation, travel decision-making, consumption and evaluation. The results show that tourists have a higher return rate to the ancient town, Consumption is not strong. And then relying on 4P marketing theory, proposed to improve the product structure of Dihua area, to develop a reasonable price strategy and multi-channel marketing strategy, hoping to change the status quo of scenic spots, change the local economic development mode to meet people’s spiritual and cultural needs.