乡村旅游是依托农村的优美景观、自然环境、建筑和文化等资源的新兴旅游方式,也是推进社会主义新农村建设的重要举措。本文依据乡村旅游消费者的问卷调查,分析乡村旅游网络消费人群的结构特征,从影响消费行为的各方面因素出发,研究乡村旅游网络消费者的消费行为模式,并对乡村旅游网络营销策略方面提出建议。 Rural tourism is an emerging tourism mode that relies on the rural beautiful scenery, natural environment, architecture and culture resources, and is also an important measure to promote the new socialist countryside construction. Based on the questionnaire survey of rural tourism consumers, this paper analyzes the structural characteristics of rural tourism consumers and studies the consumption behavior patterns of rural tourism consumers based on various factors that affect consumer behavior, and puts forward the marketing strategies of rural tourism network Suggest.