银发旅游消费者期望价值研究

发布时间：2018-04-28 21:20

本文选题：银发旅游消费者 + 旅游期望　；参考：《沈阳师范大学》2014年硕士论文

【摘要】：人口老龄化进一步加剧的社会现状使得我国的银发产业面临一个前所未有的发展机遇，而以老年人为对象的银发旅游者旅游业则是“夕阳产业”中的“朝阳产业”。20世纪90年代末到现今，我国的银发旅游业以3%的速度保持着持续增长，且伴随着我国银发人群的增加以及银发人群消费能力的提升，我国的银发旅游市场将会呈现更好的发展态势。面对良好的市场发展态势，，我国老年游客的旅游满意度却普遍较低。在现代市场经济条件下，顾客满意度是企业的生命线，如何提升银发旅游者的满意度是本文需要解决的问题，而满意度是由顾客期望以及感知价值所共同决定的。本文首先通过面对面的访谈以及文献研究的方法了解银发旅游消费者对于旅游的期望层次：基本期望，关联期望和超值满足期望；期望形成和变化的影响因素和感知价值的构成要素，在此基础上确定本文的主要观察变量，建立变量间相互关联的期望价值理论模型。其次通过问卷的形式获取银发旅游消费者对于不同旅游期望的重视程度也即是其层次，旅游后的感知价值和旅游满意度状况等相关数据。利用SPSS17.0对问卷进行描述性统计分析和信度与效度分析；利用AMOS21.0软件对研究模型用结构方程模型进行拟合和修正，并验证了本文的基本假设。最后基于期望价值模型的路径分析以及调查数据结果，得出本文研究结论也即是银发旅游消费者满意度低的原因，包括基本期望得不到满足，对社会价值期望过高和企业的过度宣传使的银发旅游消费者的期望与感知价值不协调。在分析原因的基础上，提出四条有针对性的策略：深化市场细分；开发有特色的营销策略；构建包含学校、政府和旅游企业在内的社会团队和树立旅行社全程服务理念。
[Abstract]:The aging of the population further intensifies the social situation, which makes the silver hair industry in our country face an unprecedented opportunity for development. The tourism industry of silver hair, which is aimed at the elderly, is the "sunrise industry" in the "sunset industry". From the end of the 1990s to the present, China's silver hair tourism industry has maintained a sustained growth at a rate of 3%. With the increase of the number of people with silver hair and the improvement of their consumption ability, the market of silver hair tourism in China will show a better development trend. In the face of good market development, the tourist satisfaction of the elderly tourists in our country is generally low. In the modern market economy, customer satisfaction is the lifeline of enterprises. How to improve the satisfaction of silver hair tourists is a problem to be solved in this paper, and satisfaction is determined by customer expectation and perceived value. First of all, through face-to-face interviews and literature research, this paper explores the expectation levels of silver hair tourism consumers for tourism: basic expectations, associated expectations and overvalued expectations; The influence factors of expectation formation and change and the component elements of perceived value are determined on the basis of which the main observational variables are determined and the theoretical model of expected value is established which is related to each other. Secondly, through the form of questionnaire to obtain the silver hair tourism consumers' attention to different tourism expectations is its level, the perceived value after tourism and tourism satisfaction status and other related data. SPSS17.0 is used to analyze the descriptive statistics and reliability and validity of the questionnaire, and the structural equation model is used to fit and modify the research model with AMOS21.0 software, and the basic hypothesis of this paper is verified. Finally, based on the path analysis of the expected value model and the results of the survey data, this paper concludes that the reason for the low satisfaction of consumers of silver hair tourism, including the basic expectations can not be met. Too high expectation of social value and excessive publicity of enterprises make the expectation of consumers of silver hair tourism out of harmony with perceived value. On the basis of analyzing the reasons, this paper puts forward four targeted strategies: deepening market segmentation, developing characteristic marketing strategies, constructing social teams including schools, government and tourism enterprises, and setting up the concept of travel service.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592;D669.6

【参考文献】