呈贡大学城大学生乡村旅游决策研究

Study on College Students’ Rural Tourism Decision-Making in Chenggong University Town

摘要: 随着中国城市化进程推进，选择乡村休憩的居民日益增多，乡村旅游在旅游业中的地位日益凸显。大学生作为旅游的特殊群体，追求个性化的旅游体验，乡村旅游作为消费低、时耗短的生态旅游，深深吸引着大学生群体。以呈贡大学城为研究区，通过问卷调查途径获得一手数据，运用因子分析法统计与分析调研数据，结果表明：(1) 呈贡大学城的大学生乡村旅游决策受六大因子的影响；(2) 不同大学生群体存在乡村旅游决策的差异；(3) 呈贡大学城的大学生乡村旅游决策表现出省内外和城乡之间有差异性。研究呈贡大学城大学生乡村旅游决策期盼能为其他大学城发展乡村旅游提供科学性的建议。

Abstract: With the advancement of China’s urbanization process, more and more residents choose rural areas for leisure, and rural tourism is becoming increasingly prominent in the tourism industry. As a special group of tourists, college students pursue personalized travel experience. Rural tourism, as an ecotourism with low consumption and short time expenditure, has deeply attracted college students. Taking Chenggong university town as the research area, we collected primary data through questionnaire surveys, processed and analyzed effective data by using factor analysis method. The results showed that: (1) The college students’ rural tourism decisions in Chenggong university town are influenced by six factors; (2) There are differences in rural tourism decision-making among diverse groups of college students; (3) The rural tourism decisions made by college students in Chenggong university town showed regional differences between inside and outside Yunnan province, and regional differences between urban and rural areas. The research on rural tourism decision-making of Chenggong university town students hopes to provide scientific suggestions for the development of rural tourism in other university towns.