目录
摘要 II
关键词 II
Abstract III
引言
一、引言 1
二、文献综述 1
三、分析框架与数据来源 2
（一）相关概念 2
1. 乡村旅游 2
2. 乡村旅游消费者相关概念 2
（二）乡村旅游行为分析 3
1. 乡村旅游消费者行为阶段 3
2.乡村旅游消费者行为特征 4
（三）乡村旅游消费者行为影响因素 4
1. 个人因素 4
2. 心理因素 5
3. 社会因素 5
4. 旅游地环境与项目因素 5
（四）研究方法与目的 6
（五）研究设计与数据分析 6
1. 数据来源 6
2. 描述统计 6
3. 信度检验 9
4. 模型构建与变量选择 9
四、实证结果与分析 10
五、研究结论与政策建议 11
（一）结论 11
（二）建议 11
1. 紧跟互联网发展趋势，加强网络宣传 11
2. 提高管理规范 12
3. 避免同质化，创造差异化旅游产品 12
参考文献 13
附录 关于乡村旅游消费者行为的问卷调查结果 14
致谢 22
乡村旅游消费者行为及其影响因素分析
摘 要
随着国内经济的发展，国民生活的经济水平逐步提高，加上消费意识的进步与生活压力的日益凸显，乡村旅游已经成为了越来越多城镇居民休闲放松的旅游选择；加之国家深入实施乡村振兴战略，乡村旅游产业已然成为了推动乡村经济、带动乡村产业发展、建设美丽乡村的重要引擎。然而，从现有研究来看，乡村旅游尚未完全满足消费者的需求，存在着诸多问题，例如旅游项目同质化、设施配备不够完善、景区工作人员服务不到位等，各种层出不尽的问题也极大影响了游客的消费体验与满意度评价，对当地的旅游发展也形成了一定阻碍。本文以乡村旅游消费者为对象，运用问卷调查法，对游客的消费行为与动机进行调查，通过构建多元线 *51今日免费论文网|www.51jrft.com +Q: *351916072* 
性回归模型，试探究影响乡村旅游消费者的具体因素。分析显示，消费者的性别、收入水平，以及景点设施配套完善度都会对消费者的年均乡村旅游频次产生影响。根据实际分析结果，为乡村旅游产业提出切实可行的发展建议。
ANALYZING THE BEHAVIOR OF RURAL TOURISM CONSUMERS AND ITS INFLUENCING FACTORS
ABSTRACT
As the economy rapidly developing, the standard of citizens’ life has improved. With the consumption awareness and the living pressure increasing, more and more people regard rural tourism as an option to relax. Meanwhile, with the indepth implementation of the national rural revitalization strategy, rural tourism now has become an approach to the developments of rural economy and rural industry, it’s also an effective method of beautiful villages construction. However, according to existing researches, rural tourism haven’t fully satisfied the needs of consumers. There are issues like homogenization,faulty equipment and bad service still existing, which has bad influence on rural tourism’s developing.This project takes the consumers that have experienced rural tour as the main research object, using the questionnaire survey method to accomplish the research task. In addition, this project aims to investigate and to find out the behaviors of rural tourism consumers and the consumption motivations of these rural tourism consumers. The project intends to figure out the certain specific influencing factors of rural tourism consumers’ behavior by using the model multiple linear regression(MLR). According to the analysis, consumer’s gender and income, as well as the equipment’s condition in the spots can all impact consumer’s annual touring frequency. On basis of the analysis of obtained data and information, offering reasonable and valid suggestions to the rural tourism industry to help it improve and progress in an even better fashion.

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