西南石油大学学报(社会科学版) ›› 2017, Vol. 19 ›› Issue (5): 47-54.DOI: 10.11885/j.issn.1674-5094.2017.06.12.02

• 经济学与管理学 • 上一篇    下一篇

农村居民休闲期望研究——以福建省为例

郑春霞   

  1. 闽南师范大学商学院, 福建 漳州 363000
  • 收稿日期:2017-06-12 出版日期:2017-09-01 发布日期:2017-09-01
  • 作者简介:郑春霞(1978-),女(汉族),山东济宁人,讲师,硕士,研究方向:旅游地理。
  • 基金资助:
    福建省教育厅科技项目“福建省农村居民休闲行为特征及休闲空间体系构建研究”(JAT160299),福建省社科项目“基于DSGD模型的我国宏观审慎政策规则研究”(2014C037)。

A Customer Expectancy Research on Rural Residents' Leisure Expectation in Southeast Coast of China——A Case Study of Fujian Province

Zheng Chunxia   

  1. Business School, Minnan Normal University, Zhangzhou Fujian, 363000, China
  • Received:2017-06-12 Online:2017-09-01 Published:2017-09-01

摘要: 以顾客期望理论为依据,以福建沿海地区为案例地,研究我国东南沿海地区农村居民的休闲期望,结果发现:就模糊期望而言,期望通过休闲活动来缓解紧张情绪的农村居民所占比例较大;就显性期望而言,期望参与旅游观光型休闲活动、期望参与休闲活动的地点为村外、期望休闲花费为免费、期望本村发展休闲旅游业的农村居民占多数;就隐性期望而言,期望在本村现有的休闲环境基础上加入更多城市化元素的农村居民所占比例较大。鉴此,政府和有关部门应根据农村居民休闲期望的转化,主动掌握最新休闲动态,加强与农村居民的沟通,深入了解农村居民的休闲期望,以农村居民的休闲期望为目标制定期望标准,从而提高农村居民的休闲满意度。

关键词: 顾客期望理论, 农村居民, 休闲期望, 休闲产业, 顾客期望模型

Abstract: Taking the coastal areas in Fujian as an example, this paper researches the leisure expectation of rural residents by questionnaire surveys. According to the Customer Expectancy Theory, the research distributes the rural residents' leisure expectation into fuzzy expectation,dominant expectation and recessive expectation,and analyzes the survey data with spss17.0. The study reaches the following conclusions. First,the fuzzy expectation presents that a large percentage of rural residents hope to ease the tension of daily work through leisure activities. Second, the dominant expectation shows that the majority of rural residents anticipate free sightseeing leisure activities outside the village. Meanwhile, most rural residents look forward to developing local leisure tourism. Third, the recessive expectation shows that a great number of rural residents hope to add urban elements to the present local leisure environment. On that basis, we can get the dynamic transformation among the three rural residents' leisure expectation in accordance with the customer expectancy model. With better understanding of the new trends of rural residents' leisure expectation, the government and related departments can enhance communication with rural residents, and formulate leisure industry development plan so as to improve the leisure satisfaction of rural residents.

Key words: customer expectancy theory, rural residents, leisure expectation, leisure industry, customer expectancy model

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