Characteristics Of Rural Tourism Consumption Behavior Of Retirees In Changsha

Since the end of the 20th century,the trend of aging in Chinese society has become more and more obvious.From the perspective of rural tourism rising in recent years,the development potential of elderly tourism in the rural tourism market is huge.Retirees are a relatively specific group of the elderly,they usually have sufficient time,secure sources of income,relatively high cultural level,strong social organization,and have the opportunity to serve as a potential market for rural tourism.The number of retirees in China is entering a period of rapid growth.With the improvement of the spiritual needs and material level of Chinese residents,the scale of retirees in the tourism consumption market will become larger and larger.However,due to the lack of theoretical research on the actual demand and consumption behavior of retirees in this market segment,there is no systematic tourism products for retirees in the tourism industry.Scholars have not clearly noticed this potential tourism market segment when studying the tourism market,and the academic research on the tourism behavior and market development of retirees is still basically blank.First of all,this paper defines the relevant concepts.By combing the literature on the evolution of rural tourism and the concept of rural tourism at home and abroad.Meanwhile,investigating and screening the characteristics of different groups,combined with the relevant policies and regulations of government and enterprises,the concept of rural tourism and retirees in this study is determined.Then,according to relevant theories and literature review,tourism consumption behavior is divided into tourism attitude and motivation,tourism decision-making behavior,tourism purchase behavior,and evaluation behavior after tourism consumption.This paper analyzes the characteristics of rural tourism consumption behavior of retirees from four aspects:attitude and motivation of rural tourism consumption behavior,decision-making characteristics of consumption behavior,purchase characteristics of tourism experience stage,and feedback evaluation after tourism.Based on the questionnaire survey method,this paper takes retirees in Changsha as the research object,and uses spss22.0 software combined with demographic characteristics data to analyze,the conclusions are as follows:1)At present,the acceptance of rural tourism is acceptable,and the awareness and participation of rural tourism are also high.Most of the retirees have a positive attitude towards rural tourism,but there is still room for exploration and development.In the aspect of rural tourism motivation,relaxation and recreation motivation are the main motivations of retirees for rural tourism consumption.2)Retirees are more likely to get rural tourism information from the conversation of relatives,friends and colleagues,the promotion and recommendation of the unit and the network circle of friends,while TV and magazines are the second,and less likely to collect relevant tourism information from travel agencies and other tourism agencies.The first choice of most retirees in rural tourism is family travel.With the improvement of income level,the significance of purchasing tourism products and services and specialty products also increases.The difference of age in the choice of traffic comfort and safety is small,indicating that most of the retirees are very concerned about tourism traffic safety.3)In the rural tourism experience,the investigated retirees prefer local characteristic food and agricultural and sideline products.4)At present,retirees gradually adapt to the way of information exchange in the electronic information society,and they are more and more willing to share their tourism dynamics and feelings.The network platform has become a popular information sharing and exchange platform,but the traditional and basic ways of communication and sharing by word of mouth still occupy the main part.Based on the above conclusions,this paper also puts forward four suggestions for the development of tourism market:encouraging retirees to actively participate in tourism activities,diversifying rural tourism marketing methods,developing rural tourism products for retirees,and standardizing tourism market by using Internet platform.