I惠州市惠东县旅游消费行为研究内 容 摘 要在现代，我国迅速发展的经济和生活质量的逐渐提高下，旅行已经逐渐成为了现代人们放松身心、娱乐休闲的主流方式之一，而乡村旅游也就是在 20 世纪 90 年代后才以惊人的速度迅速发展着，直到今天乡村旅游已经成为了我国旅游业消费的重要组成部分，因此了解游客消费行为特征就具有重要的意义。研究游客的消费行为特征从宏观方面来讲，其调研的意义主要是体现在对宏观经济和社会各方面都具有积极性；从旅游业的经营方面来说，研究的结论不仅有助于旅游业之后的整体发展还能帮助其服务质量的提高。不单单如此，研究的成果还能为旅游区内经营者的经营提供有针对性的营销策略，比如产品的定价、组合、开发，产品定位，广告的设计方向和优惠活动的设计等。给予旅游区管理者开发旅游区的资源和旅游设备的摆放提供了科学的、有效的参考方案；只有了解消费者的心理才能更好地为消费者制定有针对性的服务措施。关键词：乡村旅游；消费行为特征；了解；针对性2Study on the Characteristics of Rural Tourism Consumption Behavior in Huidong County, Huizhou CityAbstractIn modern times, with the development of China‘s economy and the quality of life ，travel has gradually become one of the ways for modern people to relax and entertain.The rural tourism was developing after the 1900s，but until now it has become an important part of China‘s tourism consumption.Therefore，it is of great important significance to know the characteristic of tourists‘ consumption behavior.On a macro level，the survey of the tourists‘ consumption behavior is positive for the macro economy and all the aspects of society.From the business side of tourism，the conclusions of the survey not only contribute to the overall development of the tourism but also improve its service quality.Not just that，the research result can provide the targeted strategies for the operators in the tourist area as well ， such as product pricing ， combination ， development ， product positioning，adver...
