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利用西部6省450个农户的有效调查数据,从消费能力、消费保障、消费视野、消费观念和关联消费五个维度中共选取13个解释变量,构建关于西部农村居民旅游消费意愿影响因素的logistic回归模型。实证结果表明:(1)购买汽车已经超越人均收入,成为影响西部农村居民旅游消费意愿的首要因素;(2)西部农村居民旅游消费行为以家庭决策为特征,并且在消费时呈现出较强的谨慎性;(3)与互联网的影响效果相比,旅游消费意识更依赖于生活观念和教育程度。
Based on the available survey data of 450 peasant households in 6 provinces of western China, 13 explanatory variables were selected from the five dimensions of consumer power, consumer protection, consumer horizons, consumer attitudes and consumer spending to establish a logistic regression on the factors influencing the consumer spending in western rural areas model. The empirical results show that: (1) the purchase of vehicles has surpassed the per capita income and become the primary factor affecting the rural residents’ willingness to travel in western regions; (2) The consumption behavior of rural residents in western regions is characterized by family decisions and shows a strong Cautiousness; (3) Compared with the effect of the Internet, tourism consumption awareness is more dependent on the concept of life and educational level.