我国乡村地区拥有丰富的生态自然资源和人文历史资源,乡村旅游开发存在着巨大的潜力和市场.乡村旅游问题研究的核心是游客,掌握了游客的心理,针对性的营销活动便能展开.通过问卷调查和统计分析,对游客自我概念和旅游动机的关系进行研究.结果发现:对消遣动机、实践动机、文化动机、逃离动机具有显著影响的自我概念因子分别是环境自我、社交自我、求实自我、情感自我.对于"环境自我"游客,营销中应充分强调和谐乡村生活的吸引力;对于"求实自我"游客,应突出乡村文化特色;对于"社交自我"游客,营销应侧重体现交友平台的提供;对于"情感自我"游客,营销应着力描绘一幅乡村田园生活的意境.%There are abundant ecological natural resources and cultural history resources in rural areas, the development of rural tourism has large potential market.Tourists are the core of rural tourism research,master the tourists' psychology,targeted marketing activities can be carried out.Through questionnaire investigation and sta-tistical analysis,the relationship between tourists self-concept and motivation were studied.The self-concept factors that have significant influence on recreation motivation,practical motivation,cultural motivation and escape motiva-tion were as follows:environmental self,social self,realistic self and emotional self.According to the empirical a-nalysis result,for'environmental self' tourists,marketing fully stressed"harmony"country life appeal;for'real-istic self' tourists, should highlight the characteristics of the rural culture; for 'social self' tourists, marketing should be emphasized on dating platform,for'emotional self' tourists,enterprise should put forth effort to depict a mood picture of rural life.
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