Detailed analysis of the travel willingness of different groups of urban residents is of great significance to the implementation of precision marketing in rural tourism areas.Based on the perspective of gender difference,taking Guangzhou as an example,this paper investigates 609 urban residents in 6 major urban areas,and uses the binary logistic regression modeling analysis method to systematically analyze the influencing factors of the rural tourism travel willingness of men and women.The study found that men's will-ingness to travel is significantly negatively correlated with the service level of rural tourist areas and the overall satisfaction;women's willingness to travel is significantly positively correlated with their education level and leisure time,the public security conditions,traffic conditions and service level,and the accommodation conditions,characteristic commodities and folk customs.The research results are of ref-erence significance for improving the marketing Precision and service quality of rural tourism areas for dif-ferent gender groups.
关键词
乡村旅游/城市居民/出游意愿/性别差异
Key words
Rural Tourism/Urban Residents/Willingness to Travel/Gender Difference
万方数据