An Empirical Study on Rural Tourism Consumption Preference of Urban Residents-Taking Taizhou City as an Example

Based on the literature review, the authors analyze urban residents' consumption preference of rural tourism through a questionnaire survey by taking Taizhou city as an example. Meanwhile, the development strategy of rural tourism in Taizhou is discussed. Researches of the author show that main motivations of urban residents to travel in rural areas includes relief pressure; go sightseeing; and enjoy delicious food. They have preference to local snacks, family camping tents and low-carbon transportation. In addition, tourism festival activities which made a mixture of local resources and culture were unique attractions to the tourists. But, they showed litter preferences to shopping. At the end of the paper, a couple of strategies are proposed to facilitate the development rural tourism based on urban redisents' preference, which include the diversified product development strategy, the word of mouth and new media marketing strategy.