旅游网站用户在线预订行为研究

发布时间：2018-04-20 23:16

本文选题：旅游网站 + 在线预订　；参考：《华东师范大学》2014年硕士论文

【摘要】：旅游网站的产生为现代旅游者追寻个性化、定制化的旅游服务提供了契机与平台。网络环境下的旅游者购买实施过程更加复杂,在各个环节都显现出诸多新的特点。而信息技术的快速发展也为我们提供更多的研究方法和分析技术,由于借助数据库和网络存储技术,用户的在线预订行为被如实记载,依靠数据挖掘智能工具,使我们能够对海量的信息数据进行分析,也得以从用户留下的蛛丝马迹中发掘有用的信息,加深对网络时代旅游购买行为的理解。从理论研究角度说,对旅游网站用户在线预订行为的研究是现代旅游消费者行为研究的一个重要部分。目前,国内外该领域的研究尚处在起步阶段,相关理论还有待进一步深入与完善。从实践意义来看,一方面旅游网站经营企业亟需准确把握和预测用户的在线购买行为和价值诉求,从激烈的市场竞争中找到新的突破口,提升竞争力,推动企业不断发展；另一方面,在线预订服务将是未来旅游服务业的重要部分,因此加强对旅游网站用户在线预订行为的研究,无论是优化企业的产品设计抑或完善企业的营销战略都将具有重要的现实价值,并且有助于推动旅游产业的转型升级发展。本文以旅游网站用户为主要研究对象,借助文献分析法对我国旅游网站的发展历程与在线预订行为进行了详细梳理,并且通过实证研究得出以下结论：第一,现阶段我国旅游网站用户的在线预订行为还是以在线信息搜索、在线提交订单、线下支付为主,尚未实现预订过程的完全在线化；第二,酒店产品的在线预订率要高于旅游产品,但旅游产品的订单成功率和在线支付率要高于酒店产品：第三,根据在线预订行为方式的差异存在四类旅游网站用户,分别是随意型酒店产品预订者、慎重型酒店产品预订者、线下依赖型旅游线路产品预订者和自助型旅游线路产品预订者。本文首先对国内外的相关文献进行梳理,严格界定了本文的研究对象及相关概念。在此基础上,进一步对我国旅游网站的发展历程与在线预订行为进行了详细梳理,为后文分析方法的选择以及实证分析奠定基础。其次,运用数据挖掘技术对于在线预订产生的海量数据进行深度挖掘分析,确立旅游网站用户在线预订仃为分析指标与方法,通过实证分析,用数据说话,刻画出目前我国旅游网站用户在线旅游预订行为的特征。最后,分别从企业和政府的角度对我国旅游网站及在线旅游服务的发展提出了对策和建议。
[Abstract]:The emergence of tourism websites provides opportunities and platforms for modern tourists to pursue personalized and customized tourism services. Under the network environment, the implementation process of tourist purchase is more complicated, showing many new characteristics in every link. The rapid development of information technology also provides us with more research methods and analysis techniques. With the help of database and network storage technology, the online reservation behavior of users is recorded truthfully, relying on the intelligent tools of data mining. It enables us to analyze the vast amount of information data, to extract useful information from the clues left by the users, and to deepen the understanding of the travel purchase behavior in the network age. From the theoretical point of view, the research on online booking behavior of tourism website users is an important part of modern tourism consumer behavior research. At present, the research in this field at home and abroad is still in its infancy. From a practical point of view, on the one hand, tourism website management enterprises need to accurately grasp and predict the online purchase behavior and value demands of users, from the fierce market competition to find a new breakthrough, enhance competitiveness, and promote the continuous development of enterprises; On the other hand, the online booking service will be an important part of the future tourism service industry. Whether it is to optimize the product design of the enterprise or to perfect the marketing strategy of the enterprise, it will have important practical value, and will help to promote the transformation and upgrading of the tourism industry. In this paper, the tourism website users as the main research object, with the help of literature analysis of the development of tourism websites in China and online booking behavior were reviewed in detail, and through empirical research the following conclusions: first, At this stage, the online booking behavior of Chinese tourism website users is still based on online information search, online submission of orders, offline payment, and has not yet realized the complete online booking process; second, The online booking rate of hotel products is higher than that of tourism products, but the success rate and online payment rate of tourist products are higher than those of hotel products. They are random hotel product reservation, discreet hotel product reservation, offline dependent travel line product reservation and self service travel line product reservation. Firstly, this paper reviews the relevant literature at home and abroad, and strictly defines the research object and related concepts. On this basis, the development of tourism websites and online booking behavior in China are further combed in detail, which lays a foundation for the selection of the later analysis methods and empirical analysis. Secondly, using the data mining technology to analyze the massive data generated by online reservation, establish the online booking of tourism website users as the analysis index and method, through the empirical analysis, using data to speak, This paper describes the characteristics of online travel reservation behavior of tourism website users in China. Finally, from the angle of enterprise and government, the paper puts forward the countermeasures and suggestions on the development of Chinese tourism website and online tourism service.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F592

【参考文献】