中国农村居民旅游消费特征与影响因素分析

农村居民旅游消费水平的增强是扩大内需、统筹城乡发展的重要途径,有助于促进旅游业的可持续发展。分析中国农村居民旅游消费的发展阶段、消费特征及其变动趋势与影响因素,研究表明:① 农村居民旅游消费可以分为三个阶段:1999 年以前,旅游消费呈现快速发展的态势,人均消费水平较低;1999-2003 年,消费水平基本处于停滞状态;2003 年以后,旅游消费发展主要因出游人次增加而带来的规模扩张,人均消费增长迟缓。② 农村居民平均旅游消费倾向呈现波动性下降趋势,消费水平以滞后性消费为主,交通、住宿、餐饮和游览等消费比重持续下降,消费结构变动程度较强,消费层次较低,消费产品结构不合理。③ 农村居民收入、传统消费习惯和消费不确定性是影响旅游消费的主要因素,其中收入、消费习惯与旅游消费之间存在显著的正相关关系,居民收入的积极效应更强;消费不确定性与旅游消费之间存在显著的负相关关系,是影响旅游消费的消极因素;城镇居民旅游消费的示范效应不显著,但城乡旅游交流日益密切,其示范效应也不容忽视。

Tourism consumption of Chinese rural residents : Characteristics and its influencing factors

Tourism consumption of Chinese rural residents is an important way of expanding domestic demand and balancing urban and rural development, and also contributes to promote the sustainable tourism development in China. Using the national statistical data collected from 1994 to 2010, the paper analyses development stage, characteristics and its changing trend, and influencing factors of tourism consumption of rural residents. The results are shown as follows: (1) Tourism consumption of rural residents can be divided into three stages. Before 1999, tourism consumption had been greatly improved, but the level of per capita tourism consumption was low. Tourism consumption showed a significant downward trend from 1999 to 2003. After that, tourism total consumption prohibited a continuous increasing tendency, but the growth of per capita tourism consumption was retarded, tourism consumption presented scale expansion, which was mainly due to the growth of tourism consumption person times. (2) Based on the comparison between urban and rural residents'' tourism consumption, average tourism propensity to consumption of rural residents presents a downward trend in general, Q values which evaluate the level of tourism consumption show that the tourism consumption of rural residents lags behind income in most years. Transportation, accommodation, dining and sightseeing consumption have been steadily declining, the changing degree of tourism consumption structure is relatively strong, consumption level is relatively low and consumption structure is irrational. (3) The paper constructs an influential mechanism model of tourism consumption of rural residents. The conclusion shows that rural residents'' income, traditional consumption habit, and consumption uncertainty are the three important influencing factors. Firstly, the model shows a significant positive correlation between tourism consumption and residents'' income, and tourism consumption is sensitive to residents'' income. Secondly, traditional consumption habit affects the level of current tourism consumption, which reflects the characteristic of ratchet effect. Thirdly, consumption uncertainty plays a strong negative effect on tourism consumption. At last, demonstration effect of urban residents'' tourism consumption is not significant, but rural tourism development has increasingly close contact with urban tourism, thus demonstration effect of urban residents'' tourism consumption cannot be ignored.