青岛外国留学生旅游市场开发研究

发布时间：2018-04-28 02:39

本文选题：青岛 + 留学生　；参考：《中国海洋大学》2014年硕士论文

【摘要】：当前，随着世界经济一体化和教育全球化的深入发展，各国为吸引利用国际人才资源，促进经济可持续发展，均非常重视拓展国际教育，推动学生国际流动，吸引国际学生就读。近年来,随着中国经济社会又好又快的发展和国际影响力不断提升,来华留学生规模逐年快速扩大,2013年共有来自200个国家和地区的356,499名各类外国留学人员分布在全国31个省、自治区、直辖市的746所高等院校、科研院所和其它教学机构中学习(以上数据均不含台湾省、香港特别行政区和澳门特别行政区)，比2012年增长8.58%。根据《留学中国计划》，国家力争到2020年外国留学生人数达到50万，成为亚洲最大的留学目的地国家。留学生不仅为留学所在地带来了庞大的学费收入与相关学业消费，还和探访亲友一起为留学所在地催生了较大规模且快速增长的新兴旅游市场。留学生及其探访亲友是旅游消费者中的一个特殊细分群体,有其自身的旅游行为偏好。了解留学生及其探访亲友旅游行为特征,不仅可以充实和丰富旅游行为学,拓展对国际旅游市场的研究思路,还可以引起中国旅游界对于此新兴市场的高度重视，帮助旅游产品提供者全面深入了解外国留学生的消费需求和偏好,为专类旅游产品的开发和市场营销策略的制定奠定基础。本研究选择国际著名旅游城市青岛为研究出发地，以在青岛的留学生及其探访亲友为研究对象，通过对青岛外国留学生及其来访亲友的旅游行为偏好研究来探究留学生旅游消费特点，并在此基础上对现今旅游产品、旅游营销方式进行相应的改进和新产品的设计，以促进留学生旅游市场的发展。本文通过对代表性较强的外国留学生进行访谈和问卷调查，，首先对其结果进行描述性分析，然后运用SPSS、Excel2007等统计分析软件对来华外国留学生旅游的影响因素进行数据分析，提取出与外国留学生旅游消费行为关联度大的相关因素，最后根据研究结果提出可供选择的旅游市场营销策略，为旅游产品供给者提供留学生旅游市场开发的新思路。可以讲，本研究既有一定的理论意义，又有良好的应用价值。
[Abstract]:At present, with the deepening development of world economic integration and educational globalization, in order to attract and utilize international human resources and promote sustainable economic development, all countries attach great importance to expanding international education and promoting the international flow of students. Attract international students. In recent years, with the sound and rapid development of China's economy and society and the continuous improvement of international influence, the scale of foreign students coming to China has expanded rapidly year by year. In 2013, a total of 356499 foreign students of all kinds from 200 countries and regions were distributed in 31 provinces across the country. The 746 institutions of higher learning, research institutes and other educational institutions in the autonomous regions and municipalities directly under the Central Government (excluding Taiwan Province, Hong Kong Special Administrative region and Macao Special Administrative region) increased 8.58% compared with 2012. According to the China Program of studying abroad, the country aims to reach 500000 foreign students by 2020, making it the largest destination country in Asia. Foreign students not only bring huge tuition income and related academic consumption to the places where they study, but also create a large and fast growing tourism market for the places where they study abroad together with their relatives and friends. International students and their visiting relatives and friends are a special subgroup of tourism consumers, and they have their own preference for tourism behavior. Understanding the tourist behavior characteristics of overseas students and their visiting relatives and friends can not only enrich and enrich tourism behavior, expand the research ideas of the international tourism market, but also arouse the great attention of the Chinese tourism industry to this emerging market. To help tourism product providers fully understand the consumption needs and preferences of foreign students, and lay the foundation for the development of special tourism products and the formulation of marketing strategies. In this study, Qingdao, a famous international tourist city, was chosen as the starting point of the study, and the overseas students in Qingdao and their relatives and friends were chosen as the research objects. Based on the research on the tourism behavior preference of Qingdao foreign students and their visiting relatives and friends, the characteristics of overseas students' tourism consumption are explored, and on this basis, the corresponding improvement and the design of new products are carried out on the basis of the current tourism products and tourism marketing methods. In order to promote the development of foreign student tourism market. Through the interview and questionnaire survey of the representative foreign students, this paper first analyzes the results of the survey, and then uses SPSS Excel 2007 and other statistical analysis software to analyze the factors affecting the tourism of foreign students in China. The factors related to the tourism consumption behavior of foreign students are extracted. Finally, according to the research results, the tourism marketing strategy is put forward, which provides a new way for the tourism product suppliers to develop the tourism market for foreign students. It can be said that this study has some theoretical significance and good application value.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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