俄罗斯旅游者在三亚旅游消费行为研究

发布时间：2017-12-31 23:08

本文关键词：俄罗斯旅游者在三亚旅游消费行为研究　出处：《昆明理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着金融危机影响的逐步消退,世界旅游市场也在火热,虽然目前增长率还不算高,但是人们外出旅游的热情高涨,会拉动经济内需,对整个经济结构有很大的影响。中国和俄罗斯积极实施全方位、多元化的革新开放政策,经济获得持续增长,中俄两国人民的生活水平不断提高,跨国旅游也在不断发展。本文将以俄罗斯赴中国旅游消费行为为例,分析从旅游、旅游目的地选择、出国旅游动机、影响俄罗斯旅客选择中国旅游的因素、消费者旅游中关心的因素等方面的消费行为进行调查。对俄罗斯旅游者而言,其旅游目的以散心、体验民族文化和社交目的为主。消费者选择旅游目的地主要根据自己所掌握的信息以及经济状况来做出选择。俄罗斯消费者旅游中所关注的因素依次为购物、当地民俗文化和人文景观。本论文对200名到中国三亚旅游的俄罗斯旅游者消费行为信息进行问卷调查,主要目的是了解俄罗斯被访者在旅游中的消费行为,包括来中国三亚的原因、购买的目的、购买的商品种类、购物花销、对旅游商品的评价、对商品质量的评价、旅游中产生的问题、对三亚提高旅游服务质量的建议等。研究结果显示：第一,海南旅游开拓俄罗斯客源市场,具有可行性和必要性,但目前存在海南在俄罗斯缺乏知名度,营销力量薄弱,营销形式单一,旅游产品陈旧,交通不便等问题；第二,海南旅游开拓俄罗斯市场面临的总体形势是行业竞争激烈,但内部优势大于劣势,外部机会大于威胁；第三,俄罗斯游客来海南的主要目的是休闲度假,对海南的热带滨海资源最为感兴趣,在海南带的时间普遍较长,消费水平较高；第四,开拓俄罗斯市场,海南省三亚市应把25岁到45岁的俄罗斯中青年休闲度假客定位目标市场,以中国热带休闲度假海岛为旅游地形象,重点发展休闲度假旅游产品,价格以经济实惠为主,加强与俄罗斯旅游商的合作,多种方式展开促销,并且,采取保护海南生态环境,提升海南旅游软实力等措施。
[Abstract]:With the impact of the financial crisis gradually receding, the world tourism market is also hot, although the current growth rate is not high, but people go out of the enthusiasm for tourism, will stimulate economic domestic demand. China and Russia have actively implemented a comprehensive and diversified policy of innovation and opening, sustained economic growth, and the living standards of the people of China and Russia have been continuously improved. Transnational tourism is also developing. This paper will take Russia's tourist consumption behavior to China as an example, analyze the factors that affect Russian tourists' choice of Chinese tourism from the aspects of tourism, tourism destination choice, travel motivation of abroad and the factors affecting Russian tourists' choice of Chinese tourism. Consumer tourism is concerned with the factors such as consumer behavior investigation. For Russian tourists, its tourism purpose is to relax. Consumer choice of tourist destination is mainly based on their own information and economic situation. Russian consumer tourism concerns the following factors: shopping. The purpose of this paper is to investigate the consumer behavior of Russian tourists in Sanya, China. Including the reasons for coming to Sanya, the purpose of purchase, the types of goods purchased, shopping expenses, the evaluation of tourist commodities, the evaluation of commodity quality, and the problems arising from tourism. The research results show that: first, Hainan tourism to explore the Russian tourist market is feasible and necessary, but there is a lack of awareness of Hainan in Russia. The marketing power is weak, the marketing form is single, the tourism product is old, the transportation is inconvenient and so on; Second, Hainan tourism development Russia market is facing the overall situation is fierce competition in the industry, but the internal advantages are greater than weaknesses, external opportunities are greater than threats; Third, the main purpose of Russian tourists to Hainan is leisure vacation, most interested in Hainan's tropical coastal resources, in Hainan generally longer time, higher consumption level; In 4th, to develop the Russian market, Sanya City, Hainan Province, should be 25 to 45 years old young Russian leisure vacationers target market, with China's tropical leisure island as a tourist destination image. Focus on the development of leisure vacation tourism products, the price of economic benefits, strengthen cooperation with Russian tour companies, a variety of ways to launch sales promotion, and take measures to protect the ecological environment of Hainan. Enhance Hainan tourism soft power and other measures.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7

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