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消费者端乡村旅游移动互联网应用程序的使用意愿及功能偏好研究：以南京市为例摘要：随着我国城市化进程的加快以及经济的快速发展，乡村旅游成为城市居民的主要休闲模式。然而乡村旅游发展中基于互联网的营销产品却类型多样，如何设计一款具有乡土特色又能有效开发本地市场的互联网旅游产品是乡村旅游发展的基础与前提。本研究以南京市为例，首先基于PEST分析，从消费者市场需求角度探讨南京乡村旅游APP的需求潜力，认为基于乡土信息化管理的乡村旅游APP能够为消费者提供更精准化的乡村旅游信息，具有较强的市场利用前景。另一方面，基于游客的问卷数据，在构建二元Logit模型的基础上从消费者角度探讨了南京市民乡村APP需求人群特征，结果显示，乡村旅游频率高、旅游成本低、追求自由个性化旅游体验且熟悉移动APP的年轻人是差异化乡村旅游APP的主要潜在用户，其对APP的需求更倾向于有针对性的集住宿、餐饮、游玩活动等功能为一体的综合型旅游APP，内容上更多地推荐民宿、山野趣浓厚且与亲友互动性强的游玩项目。25394
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毕业论文关键词：乡村旅游；移动互联网应用程序；使用意愿；功能偏好
Research on Usage Intention and Preference for Functions of Mobile Internet Application in Consumer Rural Tourism : Case of Nanjing
Abstract：With the acceleration of urbanization and the rapid development of economy in China, rural tourism has become the main mode of leisure for urban residents. However, there are many types of Internet marketing products in the development of rural tourism, how to design an internet tourism product with local characteristics and which can effectively develop the local market is the basis and prerequisite for the development of rural tourism. This research takes Nanjing as an example. Firstly, based on PEST, this research discusses the demand potential of rural tourism APP in Nanjing from the consumer demand and concludes that the rural tourism APP based on local informatization management can provide more accurate rural tourism information for consumers and has a strong market prospect. On the other hand, based on visitor questionnaire data, by constructing the binary Logit model, this research analyzes the user’s characteristics from the perspective of the consumers. The results show that young people with high frequency of rural tourism, low tourism costs, pursuit of free and personalized tourism experience and familiarity with mobile APP are the main potential users of rural tourism APP. Their demand for the APP is more focused on the integrated tourist APP, which integrates information functions such as accommodation, catering and recreational activities and other functions, and which can recommend more information about minus and entertainment with strong wild interest and interaction with family and friends.
Key words: Rural Tourism; Mobile Internet application; Usage intention; Preference for functions
目 录
摘要1
关键词1
Abstract1
Key words1
引言1
一、文献综述2
二、数据来源及样本构成2
三、南京乡村旅游与互联网产品融合发展市场分析3
（一）PEST分析法分析南京乡村旅游互联网产品的宏观环境3
1、政策要素：对乡村旅游业和互联网产业融合发展的政策支持3
2、经济要素：经济增长对乡村旅游发展的物质保障4
3、社会要素：体验经济时代激发乡村旅游及其互联网产品的需求4
4、技术要素：互联网技术环境提高乡村旅游便捷度4
（二）小结4
四、南京乡村旅游APP的用户人群探讨5
（一）二元Logit模型构建5
1、模型设定5
2、研究假说及解释变量的选择5
（二）南京市民的乡村旅游APP使用意愿的影响因素分析6