信阳市茶文化旅游者消费行为研究--以车云山村为例

摘要

文章以信阳市车云山村为例，采用问卷调查法，借助SPSS、EXCEL统计软件对数据进行处理，通过茶文化旅游者的认知与动机、购买决策、满意度等对信阳市茶文化旅游者消费行为进行了分析与研究。结果表明，出游动机凸显购买茶叶、放松身心，对旅游者出游决策影响最大的是住宿交通等配套设施；体验活动对游客满意度影响较大；消费以购买茶叶和吃饭为主；停留时间较短。%The paper,taking Cheyunshan village as an example ,explores tourist consumption behaviors in tea culture tourism such as their cognition , motivation , purchase decisions and satisfaction by means of question-naires ,which are then analyzes by using SPSS and EXcell.The findings suggest that most tourists are attracted here because of their desire to buy tea and relax themselves , that accommodation and transportation facilities are the most influential factors for tourists ’ decision-making process , that experiential activities are the most important determinant for tourists ’ satisfaction , that priority of their spending is given to tea purchase and dining,and that they usually stay for a relatively short period of time .