THE RURAL TOURISTS' TOUR CHARACTERISTICS AND EFFECTIVE FACTORS——TAKING ZHEJIANG PROVINCE AS A CASE
通过浙江省11个市县抽样调查，分析农村居民旅游态度与意向，总结其旅游特征及影响决策的因素，并提出对策。
The rural tourism is being developed rapidly, however, the rural residents have always been considered as the producer of tourism products but not the consumer. Currently, with the steady economic development of the rural areas, their per capita incomes have increased gradually and their requirement for tourism is expanding. This paper analyzes the rural residents’attitude and intention about tour by sampling 11 cities and counties in Zhejiang Province to get its characteristics and classify the factors which would influence their decision for tour so as to put forward measures accordingly. In this article, the authors put forward the countermeasures.