On The Outskirts Of Nanchang Rural Residents’ Consumption Preference

With the rapid development of agricultural economy,agricultural production structure has been adjusted.In this context,the income of farmers has been increased,while the concept of consumption has also changed,began to produce more intense tourism demand.At present,the development of rural tourism market has attracted the attention of the country,and has also been the concern of the majority of scholars.To strengthen the analysis of rural residents’ tourism consumption preference,and put forward the Countermeasures of market expansion,which can promote the development of tourism industry.The study on the marketing and behavioral science theory as the basic theory,the definition of related concepts and based on the basic theory,selects the Jiangxi suburb of Nanchang rural residents as the research object,through the interviews and questionnaire survey completed a hand data acquisition,and thus the local residents to travel consumer preferences are analyzed,and the conclusions are as follows:Rural residents in Nanchang suburb of Jiangxi have a strong desire and attitude of tourism,which has laid a good foundation for the development of rural tourism market.From the point of view of the characteristics of tourism consumption preferences,local residents travel motivation is mainly in order to increase knowledge,willing to travel with friends and relatives in the way,and mainly through the recommendation of friends and relatives to obtain travel information.While residents tourism consumption level is relatively weak,there are basic requirements of health and safety of food and accommodation,tourism expenditure is mainly concentrated in the food and accommodation,the preference of tourism products and specialty goods in shopping,car travel preferences.From the influence factors of tourism consumption of rural residents and economic point of view,time is the main factor to restrict the tourism consumption of rural residents,the tourism market environment will become an important factor to restrict the tourism consumption of rural residents.According to the analysis results,this paper puts forward the countermeasures to expand the rural residents’ tourism consumption market from two angles of government and enterprises.From the government perspective,can strengthen the tourism consumption of rural residents to guide and provide an effective way to strengthen the rural tourism market management and focus on tourism brand construction in rural areas to achieve market expansion for the farmers.From the point of view of tourism enterprises,can do through the rural resident tourism market positioning,strengthen the construction of rural tourism service outlets,strengthen the pertinence,actively promote the expansion of tourism to strengthen the market price strategy and provide quality services of rural tourism tourism products design.