The Marketing Strategies Of Rural Tourism Based On Consumer Behavior

Rural tourism in Chongqing is an important part of the local tourism industry.Although it has played a role in promoting the integration of urban and rural areas and alleviating the employment pressure of rural farmers,at the same time,there is a certain gap between consumer behavior and the current marketing strategy of business operators.This not only reduces the consumer experience,but also limits the development of rural tourism.Therefore,it is necessary to understand the behavioral characteristics of rural tourism consumers and operators,to discover the deficiencies in the development of rural tourism in Chongqing,and to formulate corresponding marketing strategies,so that references for the development of local rural tourism can be provided.Accordingly,the study was conducted based on the theory of consumer behavior and a questionnaire survey,taking rural tourism in Chongqing as an example.The result shows that:(1)Chongqing's rural tourism tourists are mainly middle-aged and highly educated local people with stable income.(2)Relaxation and team building are the most two important motives for tourists.The two main ways for consumers to obtain tourism information are the Internet and friends' recommendations.Popularity has the greatest impact on tourists' summer travel decisions.Tourists often go out with others and public transport is the main approach.And the primary choices for consumers are visiting the scenery of farmland,tasting farm food,and enjoying local style performances.In addition,most consumers do not stay in tourist destinations or purchase tourism products.Consumer behavior characteristics and experience are affected by the personal characteristics of consumers.(3)Consumers' satisfaction with rural tourism in Chongqing is on a medium level.As satisfaction increases,the degree of traveler recommendation will increase,and the proportion of returned tourists will increase.(4)The status of service facilities,tourism environment,and stakeholder relationships in rural tourism are the main factors affecting operators' perceptions of the prospects for business development.Among them,the status of service facilities has the greatest impact on operators' perceptions.Besides,the age and education of operators and the investment also work..Based on the results of the survey,combined with the behavioral and cognitive analysis of rural tourism consumers and operators,there are the proposals in the marketing strategy:(1)For Chongqing tourism brands,market positioning and diversifying markets are necessary.(2)Tourism Marketing should give full play to the advantages of the Internet platform,but it should not ignore the propaganda among tourists.(3)The popularity of tourism destinations should be increased,the scenic spots be enriched,the tourist seasonal gap be narrowed and the construction of transportation infrastructure be improved.(4)Improve the relevance of scenic spots and the infrastructure of accommodation,develop unique tourism products and create participation and interaction.(5)Improve after-sales service,increase preferential information,and keep in touch with visitors.(6)Chongqing rural tourism operators should strengthen infrastructure construction and improve relationship with stakeholders,expand marketing channels,and promote the sustainable development of rural tourism operations.