中国游客泰国芭提雅购物行为影响因素研究

发布时间：2018-01-20 15:10

本文关键词： 芭提雅购物行为中国游客影响因素　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来随着旅游业的不断发展,旅游者对旅游过程中购买商品的观念变化很大,旅游购物已经成为拉动旅游业一大要素之一。中国游客对泰国旅游业的发展影响深远,给当地带来了非常大的利润,也一直受到全面而周到的服务。然而,随着中国游客前往泰国旅游变得越来越方便,他们在泰国购物的热情也变得没有以往强烈;另外,周边国家也在大力发展旅游业,和泰国造成了一系列的竞争,使得泰国旅游业失去了很多商机,这将对泰国旅游业的发展产生巨大冲击。因此,对旅游购买行为的研究将会影响一个区域旅游业的发展,并为政府制定旅游商品政策提供重要的参考价值。基于这样的背景下,本文的研究对于泰国旅游业的发展意义非凡。本文在消费者行为理论和消费者需求理论的基础上,通过综合运用实证研究法、文献研究法和回归分析法,研究旅游商品购买行为的影响因素。并通过收集国内外相关文献,整理出旅游商品购买的影响因素,并从个人因素,产品因素和环境因素三个方面对相应的研究假设,构建理论研究模型。基于芭堤雅旅游产品的数据,使用相关统计软件进行二元Logistic回归分析。结果表明,生活方式、收入水平、价格、参照群体具有显著影响。在这些因素中,生活方式和参考对象是影响旅游商品购买行为的主要因素,而旅游购物经验和旅游购物环境没有通过检验,因此这两个因素的影响不显著。基于研究结果,本文提出了企业和政府对旅游商品进一步发展的相应建议。从企业层面来说,我们应该做以下三个方面:首先,通过选择参照群体加大宣传,刺激旅游商品消费;其次,对商品进行有效管理,提升服务质量;最后,树立品牌意识,努力提升企业文化。从政府角度看,一方面是要规范商品营销手段,制定并完善相关法律法规;另一方面要加大资金扶持力度。
[Abstract]:In recent years, with the continuous development of tourism, tourists' concept of buying goods in the process of tourism has changed greatly. Tourism shopping has become one of the most important factors to boost the tourism industry. Chinese tourists have a profound impact on the development of tourism in Thailand, bring great profits to the local, but also have been comprehensive and considerate service. As it becomes easier for Chinese tourists to travel to Thailand, their enthusiasm for shopping in Thailand has become less intense; In addition, neighboring countries are also vigorously developing tourism, and Thailand has caused a series of competition, making Thailand's tourism lost a lot of business opportunities, which will have a huge impact on the development of Thailand's tourism. The study of tourism purchasing behavior will affect the development of tourism in a region and provide an important reference value for the government to formulate tourism commodity policy. The research of this paper is of great significance to the development of tourism in Thailand. Based on the theory of consumer behavior and consumer demand, this paper uses the empirical research method, literature research method and regression analysis method. This paper studies the influencing factors of the purchase behavior of tourism commodities, and through collecting the relevant literature at home and abroad, collates the influencing factors of the purchase of tourism commodities, and from the personal factors. Three aspects of product factors and environmental factors to the corresponding research assumptions, build a theoretical research model. Based on Pattaya tourism products data. The results showed that lifestyle, income level, price and reference group had significant influence on these factors. Life style and reference objects are the main factors that affect the purchasing behavior of tourism commodities, but the experience of tourism shopping and the tourist shopping environment have not passed the test, so the influence of these two factors is not significant, based on the results of the research. This paper puts forward the corresponding suggestions for the further development of tourism commodities by enterprises and governments. From the enterprise level, we should do the following three aspects: first, through the choice of reference groups to increase publicity. Stimulating the consumption of tourism commodities; Secondly, the effective management of commodities to improve the quality of service; Finally, establish brand awareness, strive to promote corporate culture. From the perspective of the government, on the one hand, we should standardize the means of commodity marketing, formulate and improve the relevant laws and regulations; On the other hand, we should increase financial support.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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