Travel preferences have been regarded as the main process before travel decision-making,and it is critical for selectively developing tourist products and marketing. Taking Maweiyi as the research object ,which is the new rural tourist destination in Shaanxi Province,based on the questionnaire survey data,we use frequencies and crosstabs to analyze travel preferences of Maweiyi. Finally,suggestions are put forward for the rural tourism development. Results shows that tourism experience of tourists is obviously higher than that of the original expectation , and tourists have higher travel preferences to taste the snacks,feel the characteristics of folk,experience rural life and make local products and handicrafts. Tourists tend to obtain information from others’recommend and network, and prefer to self-driving tour and self-service tour. Besides the average residence time is shorter ,the per capita consumption level is not high,and the different age groups have significant differences in selecting tourist activities, residence time,travel patterns and per capita spending.%旅游偏好被视为进行旅游决策前的主要过程，对于有选择地开发旅游产品、进行市场营销非常关键。以新兴的乡村旅游地——马嵬驿作为研究对象，采用问卷调查法，运用频数分析和交叉列联表分析定量测量了游客对各项旅游因素的偏好程度，最后提出乡村旅游开发的建议。结果显示：游客的旅游体验明显高于预期，且对品尝特色小吃、感受特色民俗、儿童体验农村生活以及土特产和手工艺制作具有较高的旅游偏好。游客倾向于通过他人推荐和网络获取信息，偏好自驾游、自助游，平均停留时间较短，人均消费水平不高，且不同年龄段的游客对旅游活动、停留时间、出游方式、人均花费的偏好存在很大的差异。
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