基于生活形态的城郊休闲旅游者消费行为研究
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摘要
近十年来,随着我国经济的迅猛发展和人们物质生活水平的进一步提高,长沙市旅游业出现了前所未有的发展高潮,城郊休闲旅游也受到许多人的亲睐。但在发展的同时因各种原因还是存在着一些问题,其中旅游者的消费行为是一个很值得关注的内容。
文章试着从旅游者的生活形态着手,研究了城郊休闲旅游消费者的行为特征。研究发现影响旅游者生活形态的因子有独特个性、亲近自然、运动健康等8个因子,并根据这8个因子表现水平把城郊休闲旅游消费者聚成两大类,而且发现这两类型的旅游消费者在购买决策过程中存在明显的差异性。然后根据研究的结论对每一个购买决策过程提出相应的营销策略。
文章的基本结构如下:
第一,分析文章的选题背景,阐述文章的研究意义、研究思路和研究方法,同时对有关城郊休闲旅游的文献资料进行梳理。
第二,对文章涉及到的主要概念和理论依据进行解释说明,为本文的研究奠定理论基础。
第三,科学地设计了论文研究的框架,详细介绍了研究变量以及各变量的相互作用。
第四,实证分析过程。针对问卷调查的有效样本,运用SPSS15.0统计软件进行描述性统计分析、因子分析、聚类分析和卡方检验分析等。将长沙市城郊休闲旅游的消费者细分成自然悠闲型和时尚娱乐型两类核心消费群体的。结合消费者购买决策过程模型,对这两类不同消费群体的购买决策过程进行差异性分析。
第五,根据两类不同消费群体的购买决策行为特征差异,提出了相应的营销建议和对策。
最后,结论部分。总结全文,提出了文章在理论和实践上的创新点,同时指出了文章存在的不足之处和未来的研究展望。
Especially in recent ten years, with the development of the economy and the improvement of people's living standard, there is an unprecedented developing tide of the suburbs tourism in Changsha. But at the same time, a number of problems still exist, of which the consumption behavior of tourists is a very noteworthy content.
The article tried to started with Lifestyle, to study the consume behavior of suburbs leisure tourists. The study found that the impact of tourists lifestyle has 8 factors including Unique personality factor, Close to nature factor, Sports health factor and so on, in accordance with the performance of this level of the suburbs leisure travelers together into two major categories of consumers, and found that these two types of tourism consumers have an obvious difference in the purchase decision-making process. Then according to the conclusion of the study, marketing strategy for each proposed purchase of the decision-making process are set up.
According to the structure of the article, there are as follow:
Firstly, the author introduced the background of the research and then the author put forward the main research question, including the review of related literature. Related literatures are mainly about consumer behavior, lifestyle and suburbs tourism theory.
Secondly is to explain the key concepts and theoretical basis relates to this article. Those concepts are the theoretical foundation for the issues.
Chapter three proposed the whole framework of the research, introduced the variable and the interaction between them.Analyzed the research presumption, questionnaire design, sampling design, investment method and so on.
Chapter four is the questionnaire data analyze. Through the factor analysis and cluster analysis to the valid sample data, author found that the consumers of Changsha suburbs tourism can be divided into 2 main consumer groups.
Chapter five, according to the Analysis results of Purchase decision-making process, author set up the most suitable and specific marketing strategy.
Finally is the conclusion. Summarize the dissertation, and put forward the innovation and recommendations. The limitation factor and further research of the thesis are discussed briefly. That is all for my paper.
文章试着从旅游者的生活形态着手,研究了城郊休闲旅游消费者的行为特征。研究发现影响旅游者生活形态的因子有独特个性、亲近自然、运动健康等8个因子,并根据这8个因子表现水平把城郊休闲旅游消费者聚成两大类,而且发现这两类型的旅游消费者在购买决策过程中存在明显的差异性。然后根据研究的结论对每一个购买决策过程提出相应的营销策略。
文章的基本结构如下:
第一,分析文章的选题背景,阐述文章的研究意义、研究思路和研究方法,同时对有关城郊休闲旅游的文献资料进行梳理。
第二,对文章涉及到的主要概念和理论依据进行解释说明,为本文的研究奠定理论基础。
第三,科学地设计了论文研究的框架,详细介绍了研究变量以及各变量的相互作用。
第四,实证分析过程。针对问卷调查的有效样本,运用SPSS15.0统计软件进行描述性统计分析、因子分析、聚类分析和卡方检验分析等。将长沙市城郊休闲旅游的消费者细分成自然悠闲型和时尚娱乐型两类核心消费群体的。结合消费者购买决策过程模型,对这两类不同消费群体的购买决策过程进行差异性分析。
第五,根据两类不同消费群体的购买决策行为特征差异,提出了相应的营销建议和对策。
最后,结论部分。总结全文,提出了文章在理论和实践上的创新点,同时指出了文章存在的不足之处和未来的研究展望。
Especially in recent ten years, with the development of the economy and the improvement of people's living standard, there is an unprecedented developing tide of the suburbs tourism in Changsha. But at the same time, a number of problems still exist, of which the consumption behavior of tourists is a very noteworthy content.
The article tried to started with Lifestyle, to study the consume behavior of suburbs leisure tourists. The study found that the impact of tourists lifestyle has 8 factors including Unique personality factor, Close to nature factor, Sports health factor and so on, in accordance with the performance of this level of the suburbs leisure travelers together into two major categories of consumers, and found that these two types of tourism consumers have an obvious difference in the purchase decision-making process. Then according to the conclusion of the study, marketing strategy for each proposed purchase of the decision-making process are set up.
According to the structure of the article, there are as follow:
Firstly, the author introduced the background of the research and then the author put forward the main research question, including the review of related literature. Related literatures are mainly about consumer behavior, lifestyle and suburbs tourism theory.
Secondly is to explain the key concepts and theoretical basis relates to this article. Those concepts are the theoretical foundation for the issues.
Chapter three proposed the whole framework of the research, introduced the variable and the interaction between them.Analyzed the research presumption, questionnaire design, sampling design, investment method and so on.
Chapter four is the questionnaire data analyze. Through the factor analysis and cluster analysis to the valid sample data, author found that the consumers of Changsha suburbs tourism can be divided into 2 main consumer groups.
Chapter five, according to the Analysis results of Purchase decision-making process, author set up the most suitable and specific marketing strategy.
Finally is the conclusion. Summarize the dissertation, and put forward the innovation and recommendations. The limitation factor and further research of the thesis are discussed briefly. That is all for my paper.
引文
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[10]W.Struse.Seeing the Voice of the Customer:Metaphor-based Adverti sing Re search[J].Journal of hdverti s ing Research,1984(35):35-51.
[11]林资敏,陈德文.生活形态营销ALL IN ONE[M].沈阳:沈阳出版社,2001,1.
[12]Wells＆Tigert.A Behevior Modification Per spective on Marketing[J].Journal of Marketing,Spring,1971.
[13]Plummer,J.T.The concept and application of lifestyle segmentation[J].Journal of Marketing.1974(18)33-37.
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[15]吴垠.关于中国消费者分群范式的研究[J].南开管理评论,2005(2):9-15.
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[17]Scott.Noel.Lifes tyle Segmentation in Touri sm and LeiSUre[J].Journal of Quality Assurance in Hospitality&Tourism,2005(5).
[18]Henderson,Karla.Leisure and Active Lifestyles:Research Reflections[J].Leisure Studies,2005(27).
[19]Gary T Green.Construction and Validation of The National Survey on Recreation and the Environment' s Lifestyles Scale[J].National Recreation and Park hssociatio,2006(38).
[20]Woodside,Arch G.Advancing Ecological Systems Theory.in Lifestyle,Leisure,and Travel Research[J].Journal of Travel Research,2006(44).~
[21]SIVAN.A Has leisure got anything to do with learning? An exploratory study of the lifestyles of young people in Hong Kong universities[J].Leisure Studies,2003(22).
[22]Simpson,ken.Lifestyle Market Segmentation,Small Business Entrepreneurs,
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