传统村落民宿消费者游览意愿影响因素分析

摘要

提取主成分因子,并以人口统计学特征作为调节变量构建了消费者对传统村落民宿游览意愿的影响因素模型;通过回归分析,独立样本T检验和单因素方差法对模型进行检验.结果表明,旅游产品、经营环境、游客感知、旅游价值均对消费者游览意愿有显著正向影响;性别对经营环境起到显著调节作用,年龄对旅游价值具有调节作用,学历对旅游产品、经营环境具有调节作用,人口统计学特征对游客感知无调节作用.%The principal component factors were extracted and the demographic characteristics as a moderator variable were used to construct the influencing factors of consumers' willingness to visit B&B in traditional villages. The model was tested by regression analysis,independent sample T-test and one-way ANOVA. The results showed that:tourism products,business environment,tourist perception and tourism value all had a significant positive impact on consumers' willingness to visit;gender played a significant regulating role on the business environment, and age played a regulatory role in tourism value. Environment had a regulatory role,demographic characteristics of tourists no adjustment.