With the continuous development of China rural economy, the issues of rural tourism are also con-cerned. Taking Zhejiang province as an example, this paper expounded the characteristics and constrains of rural residents tourism consumption of this province by analyzing the relevant data and research results related to rural residents tourism and comparing with studies related to urban residents tourism consumption. On this basis, the ap-propriate policy was proposed for the problems in the rural residents travel consumption. Due to the a kinds of fac-tors, such as economic income, the market situation, the demonstration effect of urban residents tourism consump-tion, and financial livelihood expenditures, the characteristics of tourism consumption of rural residents showed lag-ging consumer attitudes, diversified consumer motivation, greater total consumption, low per capita consumption level, irrational consumption structure and diverse consumption forms. Finally, a series of countermeasures for pro-moting the sustainable development of rural tourism were proposed, such as cultivating scientific concept of tourism, increasing rural income, improving tourism spending power, developing rural tourism market and system, and strengthening the government′s supports on rural tourism.%随着我国农村经济的不断发展，农村居民旅游问题也备受关注。文章以浙江省为例，针对该省农村居民旅游消费的特征及制约因素展开研究，研究结果表明，浙江省农村居民旅游受经济收入、市场现状、城镇居民旅游消费示范效应及财政民生性支出等因素的影响，该省农村居民旅游消费具有消费观念相对落后、消费动机多元化，消费总量较大、人均消费水平低、消费结构不合理，及消费形式多样化等特征。在此基础上提出转变农村居民消费观念、培育科学旅游消费观，增加农村居民收入、提高旅游消费能力，开发农村旅游市场、完善市场体制，及加强政府对农村居民旅游的支持力度等一系列对策措施，以期促进该省农村旅游业的健康可持续发展。
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