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为探究青年学生旅游者乡村旅游购买决策,以直接发放问卷和电子邮件两种形式得到的数据为第一手资料,对高校在校学生的乡村旅游购买决策行为进行了调查研究。结果发现,青年学生参与乡村旅游主要出于欣赏田园风光、回归自然和释放压力三种目的;旅游信息主要来自熟人介绍、网络和旅行社;半数以上的人认为停留时间不宜超过4天、预期花费不宜超过300元;选择评价标准明显地集中于田园风光好、食宿干净卫生两项指标;自助游最受学生青睐。研究还发现,乡村旅游者购买决策行为与一般消费者购买决策行为之间存在一定的相似性。
In order to explore the decision-making of rural students tourism-based rural tourism purchase, questionnaire and e-mail were used as first-hand data to investigate the purchase decision-making behavior of college students in rural areas. The results showed that young students’ participation in rural tourism mainly came from three purposes: appreciation of rural scenery, return to nature and release of stress; tourism information mainly from acquaintances, Internet and travel agencies; more than half of the people think that stay should not exceed 4 days, expected to spend More than 300 yuan; appraisal criteria apparently focused on good rural scenery, food and accommodation two indicators of cleanliness; self-help travel most favored by students. The study also found that rural tourists purchase decision-making behavior and the general consumer purchasing decision-making behavior there is a certain similarity.