【摘要】：鄉(xiāng)村旅游對社會主義新農(nóng)村建設、構建和諧社會、統(tǒng)籌城鄉(xiāng)發(fā)展意義重大。本文主要從旅游產(chǎn)品供給、游客需求特征和營銷策略等3個層面開展對福州市鄉(xiāng)村旅游市場特征的研究，可為理性地發(fā)展鄉(xiāng)村旅游提供導向，為鄉(xiāng)村旅游開發(fā)實踐提供所需要的理論支撐。 首先系統(tǒng)分析了鄉(xiāng)村旅游的起源、定義、分類和特點，并總結歸納了鄉(xiāng)村旅游的國內外研究現(xiàn)狀。 介紹了福州市鄉(xiāng)村旅游產(chǎn)品的開發(fā)現(xiàn)狀，分析了福州市發(fā)展鄉(xiāng)村旅游的優(yōu)勢、劣勢以及面臨的機遇和挑戰(zhàn)，最后從鄉(xiāng)村旅游規(guī)劃與管理、基礎設施建設、鄉(xiāng)土民俗文化特色項目開發(fā)和市場營銷策劃四個方面提出了福州鄉(xiāng)村旅游發(fā)展的策略。 通過對問卷調查所收集基礎數(shù)據(jù)進行統(tǒng)計分析，，分別從游客人口學特征、出行特征、偏好特征、環(huán)境認知特征對福州市鄉(xiāng)村旅游市場的需求特征進行了分析，并提出應加強鄉(xiāng)村旅游規(guī)劃與管理、加強鄉(xiāng)村旅游基礎設施建設、加強鄉(xiāng)土民俗文化特色項目開發(fā)、加強鄉(xiāng)村旅游市場營銷策劃等四個方面的建議。 對福州市鄉(xiāng)村旅游市場問卷調查統(tǒng)計數(shù)據(jù)進行交叉分析，對鄉(xiāng)村旅游游客的出行特征和偏好特征在性別、年齡、受教育程度、職業(yè)、個人收入等方面的差異性進行比較分析，并從產(chǎn)品設計、產(chǎn)品營銷、旅游設施等方面提出了發(fā)展福州市鄉(xiāng)村旅游的建議。 最后，從鄉(xiāng)村旅游產(chǎn)品定價策略、市場細分策略和鄉(xiāng)村旅游產(chǎn)品促銷策略三個方面提出了福州市鄉(xiāng)村旅游市場營銷的建議。
[Abstract]:Rural tourism is of great significance to the construction of new socialist countryside, the construction of harmonious society and the overall development of urban and rural areas. This paper mainly studies the characteristics of rural tourism market in Fuzhou from three aspects: the supply of tourism products, the characteristics of tourist demand and the marketing strategy, which can provide guidance for the rational development of rural tourism. To provide theoretical support for rural tourism development practice. Firstly, the origin, definition, classification and characteristics of rural tourism are systematically analyzed, and the current research situation of rural tourism at home and abroad is summarized. This paper introduces the present situation of the development of rural tourism products in Fuzhou, analyzes the advantages, disadvantages, opportunities and challenges faced by the development of rural tourism in Fuzhou, and finally analyzes the planning and management of rural tourism and the construction of infrastructure. This paper puts forward the development strategies of Fuzhou rural tourism from four aspects: the development of local folk culture and the marketing planning. Through the statistical analysis of the basic data collected by the questionnaire, this paper analyzes the demand characteristics of rural tourism market in Fuzhou from the characteristics of tourist demography, travel, preference and environmental cognition. It also puts forward four suggestions: strengthening rural tourism planning and management, strengthening rural tourism infrastructure construction, strengthening the development of rural folk cultural characteristics, and strengthening the marketing planning of rural tourism. This paper makes a cross-analysis of the statistical data of rural tourism market survey in Fuzhou, and compares the differences of travel characteristics and preference characteristics of rural tourism tourists in gender, age, education, occupation, personal income, etc. The suggestions of developing Fuzhou rural tourism are put forward from the aspects of product design, product marketing, tourism facilities and so on. Finally, the paper puts forward some suggestions on rural tourism marketing in Fuzhou from three aspects: pricing strategy of rural tourism products, market segmentation strategy and promotion strategy of rural tourism products.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7;F327

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