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硕士学位论文-水上旅游消费者行为分析与相关企业营销对策研究.doc

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    • 上海海事大学硕士学位论文 水上旅游消费者行为分析与相关企业营销对策研究 I I 摘 要 近年来,随着旅游业向多元化、细分化的趋势发展,水上旅游成为各滨水地区 打造旅游品牌的新亮点2010 年上海世博会和广州亚运会对水上旅游的布局更是将 水上旅游的发展与官方意识高度统一起来,成为启动水上旅游的新一轮跨越式发展 的新契机 水上旅游消费者是水上旅游发展的见证者和推动者,是伴随着水上旅游的兴起 而逐渐壮大的新消费者族群他们对水上旅游产品的选择、价格的偏好核对各类信 息的筛选、决策等行为,都对水上旅游企业基于“4Ps”的营销活动有着重要的指导 意义然而,长期以来,对水上旅游消费者的学术研究并未得到足够重视,并且水 上旅游企业对作为其营销活动的逻辑起点的水上旅游消费者行为也并未有清晰的了 解这使得从水上旅游消费者行为中得到的反馈较少,且水上旅游消费者对水上旅 游各因素的评价一直徘徊在相对较低的水平上,与水上旅游地跨速发展严重失衡 本文理论研究部分借助文献查询法,并在国内外旅游消费者行为研究成果的基 础上,特别对水上旅游现有研究进行小结论文从水上旅游消费者类型研究、水上 旅游消费者动机研究、水上旅游消费者特定行为研究和水上旅游消费者满意度研究 四个维度梳理水上旅游消费者行为的全过程,发现作用于水上旅游消费者旅游决策 的行为,是在一个相对稳定的模型下发挥作用。

      前人旅游消费者行为模型,虽然解 释了旅游消费者行为中的普遍性问题,但对于重视流程完整性和游客行为细节的水 上旅游并不直接适用因此本文在经典模型的基础上进行细节关注和流程梳理方面 的修正和创新,构建适合于水上旅游消费者行为模型,并对模型中的动机、媒介、 限制和经验因素进行科学阐释 实证研究部分则运用问卷调查方法对水上旅游消费者进行调研,从上海、常州、 青岛以及上海国际邮轮游艇展的消费者抽样中得到有效问卷 221 份定量分析在水 上旅游消费者流入行为、旅游动机、信息处理、出游方式和旅游经验的 5 个层面证 实模型假设的正确性,支持了水上旅游消费者行为模型 模型和实证研究一起为水上旅游企业营销提供了参考依据基于“4P”营销组 合,论文从丰富水上旅游产品组合、水上旅游活动定价、水上旅游企业促销技术和 内部营销等方面提出的相应营销对策,并强调水上旅游企业积极参与水上旅游目的 地营销的重要性以期帮助水上旅游企业开拓营销思路,找到企业出路,实现行业 共赢,从而走出固守资源和简单削价竞争等营销困局,开创水上旅游企业营销新局 面 上海海事大学硕士学位论文 水上旅游消费者行为分析与相关企业营销对策研究 IIII 关键词:水上旅游 水上旅游消费者 消费者行为 营销对策 Abstract In recent years, with the develop trends of tourism industry focus into diversification and segmentation, water tourism become the new tourism brand highlights for waterfront cities. Especially when both of 2010 Shanghai World Expo and Guangzhou Asian Games are pay more attention to water tourism which shows the high unity of official awareness and water tourism development, Water tourism usher in a new round of leapfrog development of new opportunities. Water tourism consumers are also and promoters and witness of water tourism who are burgeoning new consumer groups accompanied by the rise of water tourism. Their activities in every movement will have an important significance for the water tourism enterprises marketing activities. However, for a long time, the water tourism consumer research has not received enough attention, and as the logical starting point of their marketing activities, water tourism consumer behavior does not have a clear understanding, either. This makes the feedback of water tourism consumer behavior has been hovering at a relatively low level, which across a serious imbalance to the develop speed of water tourism. With the help of literature query method, look over a large number of academic research and related industries report through domestic and international. on the basis of the understanding of Tourism behavior research results at home and abroad, summarized especially for existing research of water tourism. This paper carding water tourism consumer behavior from the consumer type of water tourism, water tourism consumer motivation research, water tourism specific consumer behavior and consumer satisfaction of water tourism carding, four dimensions, and give a look of the whole process for water tourism consumer behavior. It found that acting on the water tourist consumer travel decision-making behavior is a relatively stable role model. Although the previous model of tourism consumer behavior interpretation of the tourism consumer behavior in general, but for the integrity and attention to process details of the water tourism tourist behavior is not directly applicable. So this article based on the classical model, 上海海事大学硕士学位论文 水上旅游消费者行为分析与相关企业营销对策研究 IIIIII combing the details and the process attention for correction and innovation, and build suitable model for water tourism consumer behavior, and give scientific explanations to the motivation, media, limiting factors in the model. In the empirical research part, it used the survey method to research the water tourism consumer. We get 221 valid questionnaires from Shanghai, Changzhou, Qingdao and Shanghai International Boat Show. Quantitative analysis confirmed the correctness of model into the behavior of consumers in the water tourism, travel motivation, information processing, travel and tourism experience means,a total of five levels. And supported the all the assumptions for the consumer behavior model of water tourism. Model and Empirical Research provide reference for the marketing activities of water tourism enterprises. Based on the “4P“ marketing mix, the paper give suggestions on to rich the portfolio of water tourism, to pricing water tourism activities, water tourism enterprises marketing technology and other aspects of internal marketing, the corresponding marketing strategies, and stressed the importance of active participate into the water tourism destination marketing. Look forward to helping enterprises to develop water tourism marketing ideas, find business prospects and achieve win-win industry to stick out a simple price competition and other resources and marketing difficulties, to create a new situation of water tourism business marketing. Key Words: water tourism, water tourist, consumer behavior, marketing strategy 上海海事大学硕士学位论文 水上旅游消费者行为分。

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