宁波微旅游市场需求分析及其发展对策研究

基于问卷调查数据，对宁波市民微旅游参与度与认可度，信息获取渠道，出游动机、出游方式、目的地选择，出游预算及食宿要求等方面进行了分析，认为宁波应根据微旅游的市场需求现状，积极落实带薪年休假制度，引导市民错峰出行，完善微旅游公共服务环境，植根本土文化，创新微旅游产品，针对游客特征，有效运用微营销手段，以促进微旅游业态进一步发展。

Demand Analysis of and Strategies for Micro-tourism of Ningbo

Based on the questionnaires conducted, this paper makes an analysis of the public participation and recognition of micro-tourism, the channel of information available, the travel motivation, the travel mode, the selection of destinations, the travel budget and accommodation requirements in Ningbo. Given the micro-tourism market demands, Ningbo should implement the paid annual leave system actively, guide citizens to avoid rush hours in traveling, improve public services environment for micro-tourism, innovate local micro-tourism products, and use micro-marketing means effectively by considering the characteristics of tourists so as to promote the further development of micro-tourism