中国旅游者在曼谷King Power（Rangnum Rd.）免税店购物行为研究
发布时间：2019-07-09 18:57
【摘要】：泰国旅游业与中国游客有着长期的接触和了解,并一直为中国游客提供着较为周到和全面的服务,中国旅游者在旅途中的购物也为泰国旅游业贡献了极大的利润。但是,随着中国游客到泰国旅游变得容易和便捷,中国游客在泰国的购物热情正在递减；同时,其他东南亚国家旅游市场兴起,泰国很可能被周边国家抢走中国游客的购物市场而失去很多的商业机会,这将对当前的泰国旅游购物产生极大的影响。 在深度访谈等定量研究基础上,本文采用问卷调查采取随机抽样法,运用统计软件SPSS进行描述性分析,分析项目有频率分析、百分比、平均分,以期帮助泰国曼谷King power (Rangnum Rd.)免税店的商家发展和满足中国游客的需求。本文在理论研究成果的基础上,研究中国旅游者在泰国曼谷King power (Rangnum Rd.)免税店购物行为,资料收集和问卷调查的实证研究显示中国旅游者在泰国曼谷King power (Rangnum Rd.)免税店的购物行为具有几方面的特点,中国旅游者pD性别：在泰国曼谷King power (Rangnum Rd.)免税店购物的女性比男性多。中国旅游者的年龄。旅游购物者多处于21-30岁这个年龄阶段。中国旅游者在曼谷King power (Rangnum Rd.)免税店购买商品的目的：大多数中国旅游者购买商品的目的是为了自己使用。中国旅游者在曼谷King power (Rangnum Rd.)免税店购买商品的种类：中国旅游者购买的商品大多为化妆品,占30.78%。其次是民族特色产品,占14.50%。中国旅游者购买商品的花费：调查结果显示中国旅游者在King power (Rangnum Rd.)免税店购买商品的花费大多在5000泰铢以上。中国旅游者如何选购买商品：中国旅游者在King power (Rangnum Rd.)免税店选购商品基本是凭借自己的经验和喜好而购买商品。 将中国旅游者在曼谷King power (Rangnum Rd.)免税店的购物行为作为分析目标,本文应用市场营销的理论和方法,结合中国旅游者的消费行为特征以及对泰国旅游购物市场的现状分析,运用市场调研的方法来分析中国旅游者在曼谷市区免税店购物行为。最终,提出相应的改进措施和建议,希望本论文的研究能够帮助泰国旅游业更健康的发展,更好地满足中国游客的需求。
[Abstract]:Thai tourism has a long-term contact and understanding with Chinese tourists, and has been providing more thoughtful and comprehensive service for Chinese tourists. The shopping of Chinese tourists on the road has also contributed great profits to Thai tourism. However, as Chinese tourists become easier and easier to travel to Thailand, the enthusiasm of Chinese tourists in Thailand is decreasing. At the same time, other Southeast Asian countries are on the rise, Thailand is likely to be robbed of the shopping market of Chinese tourists by neighboring countries and lose a lot of business opportunities, which will have a great impact on the current Thai tourism and shopping. On the basis of quantitative research such as in-depth interview, this paper uses questionnaire survey to adopt random sampling method, uses statistical software SPSS to carry on descriptive analysis, analyzes the frequency analysis, percentage, average score of the project, in order to help Thailand Bangkok King power (Rangnum Rd.) The merchants of duty-free shops develop and meet the needs of Chinese tourists. Based on the theoretical research results, this paper studies the King power (Rangnum Rd.) of Chinese tourists in Bangkok, Thailand. Empirical studies on shopping behavior, data collection and questionnaire survey of duty-free shops show that Chinese tourists are in King power (Rangnum Rd.), Bangkok, Thailand. The shopping behavior of duty-free shops has several characteristics. PD gender of Chinese tourists: King power (Rangnum Rd.) in Bangkok, Thailand. More women than men shop in duty-free shops. The age of Chinese tourists. Most of the tourists and shoppers are at the age of 21 and 30. Chinese tourists in Bangkok King power (Rangnum Rd.) The purpose of duty-free shops to buy goods: most Chinese tourists buy goods for their own use. Chinese tourists in Bangkok King power (Rangnum Rd.) Duty-free shops buy goods: most of the goods purchased by Chinese tourists are cosmetics, accounting for 30.78%. The second is the products with national characteristics, accounting for 14.50%. The cost of Chinese tourists buying goods: the results of the survey show that Chinese tourists are at King power (Rangnum Rd.) Duty-free shops spend more than 5000 baht on goods. How Chinese tourists choose to buy goods: Chinese tourists in King power (Rangnum Rd.) Duty-free shops basically rely on their own experience and preferences to buy goods. Chinese tourists in King power (Rangnum Rd.), Bangkok The shopping behavior of duty-free shops is regarded as the analysis target. This paper applies the theory and method of marketing, combined with the characteristics of Chinese tourists' consumption behavior and the analysis of the present situation of Thai tourism shopping market, and uses the method of market research to analyze the shopping behavior of Chinese tourists at duty-free shops in Bangkok. Finally, the corresponding improvement measures and suggestions are put forward, and it is hoped that the research in this paper can help Thailand's tourism industry to develop more healthily and better meet the needs of Chinese tourists.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F593.36
本文编号：2512370
[Abstract]:Thai tourism has a long-term contact and understanding with Chinese tourists, and has been providing more thoughtful and comprehensive service for Chinese tourists. The shopping of Chinese tourists on the road has also contributed great profits to Thai tourism. However, as Chinese tourists become easier and easier to travel to Thailand, the enthusiasm of Chinese tourists in Thailand is decreasing. At the same time, other Southeast Asian countries are on the rise, Thailand is likely to be robbed of the shopping market of Chinese tourists by neighboring countries and lose a lot of business opportunities, which will have a great impact on the current Thai tourism and shopping. On the basis of quantitative research such as in-depth interview, this paper uses questionnaire survey to adopt random sampling method, uses statistical software SPSS to carry on descriptive analysis, analyzes the frequency analysis, percentage, average score of the project, in order to help Thailand Bangkok King power (Rangnum Rd.) The merchants of duty-free shops develop and meet the needs of Chinese tourists. Based on the theoretical research results, this paper studies the King power (Rangnum Rd.) of Chinese tourists in Bangkok, Thailand. Empirical studies on shopping behavior, data collection and questionnaire survey of duty-free shops show that Chinese tourists are in King power (Rangnum Rd.), Bangkok, Thailand. The shopping behavior of duty-free shops has several characteristics. PD gender of Chinese tourists: King power (Rangnum Rd.) in Bangkok, Thailand. More women than men shop in duty-free shops. The age of Chinese tourists. Most of the tourists and shoppers are at the age of 21 and 30. Chinese tourists in Bangkok King power (Rangnum Rd.) The purpose of duty-free shops to buy goods: most Chinese tourists buy goods for their own use. Chinese tourists in Bangkok King power (Rangnum Rd.) Duty-free shops buy goods: most of the goods purchased by Chinese tourists are cosmetics, accounting for 30.78%. The second is the products with national characteristics, accounting for 14.50%. The cost of Chinese tourists buying goods: the results of the survey show that Chinese tourists are at King power (Rangnum Rd.) Duty-free shops spend more than 5000 baht on goods. How Chinese tourists choose to buy goods: Chinese tourists in King power (Rangnum Rd.) Duty-free shops basically rely on their own experience and preferences to buy goods. Chinese tourists in King power (Rangnum Rd.), Bangkok The shopping behavior of duty-free shops is regarded as the analysis target. This paper applies the theory and method of marketing, combined with the characteristics of Chinese tourists' consumption behavior and the analysis of the present situation of Thai tourism shopping market, and uses the method of market research to analyze the shopping behavior of Chinese tourists at duty-free shops in Bangkok. Finally, the corresponding improvement measures and suggestions are put forward, and it is hoped that the research in this paper can help Thailand's tourism industry to develop more healthily and better meet the needs of Chinese tourists.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F593.36
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1 苏逸涛;中国旅游者在曼谷King Power（Rangnum Rd.）免税店购物行为研究[D];昆明理工大学;2014年
，本文编号：2512370
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