中国旅游者在曼谷白金时尚商城购物行为研究

发布时间：2018-06-03 04:20

本文选题：白金时尚商城 + 购物行为　；参考：《昆明理工大学》2017年硕士论文

【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,以期帮助白金时尚商城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白金时尚商城购物行为,资料收集和问卷调查的实证研究显示中国旅游者在泰国白金时尚商城的购物行为具有几方面的特点,中国旅游者e性别:在泰国白金时尚商城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。中国旅游者在白金时尚商城购买商品的目的:大多数中国旅游者购买商品的目的是为了自己使用。中国旅游者在白金时尚商城购买商品的种类: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白金时尚商城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:中国旅游者在白金时尚商城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白金时尚商城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]:Thailand tourism and Chinese tourists have a long-term contact and understanding, and has been providing Chinese tourists with a more thoughtful and comprehensive service, Chinese tourists in the journey of shopping also contributed a great deal of profits to the Thai tourism industry. However, as it becomes easier and easier for Chinese tourists to visit Thailand, Chinese tourists' enthusiasm for shopping in Thailand is diminishing; meanwhile, tourism markets in other Southeast Asian countries are emerging. Thailand is likely to be robbed by neighboring countries of Chinese tourists shopping market and a lot of business opportunities, which will have a huge impact on the current Thai tourist shopping. On the basis of the quantitative research such as in-depth interview, this paper adopts the method of random sampling and the descriptive analysis with the statistical software SPSS. The analysis items include frequency analysis, percentage, average score, and so on. With a view to helping platinum fashion mall businesses to develop and meet the needs of Chinese tourists. Based on the theoretical research results, this paper studies the shopping behavior of Chinese tourists in Thailand's Platinum Fashion Mall. The empirical study of data collection and questionnaire investigation shows that the shopping behavior of Chinese tourists in Thai Platinum Fashion Mall has several characteristics. Chinese tourists'e gender: more women than men shop in Thai Platinum Fashion Mall. The age of Chinese tourists. Travel shoppers are mostly at the age of 21-30. Purpose of Chinese tourists buying goods in platinum fashion mall: most Chinese tourists buy goods for their own use. Types of goods purchased by Chinese tourists in platinum fashion mall: Chinese tourists mostly buy cosmetics, accounting for 30.78%. Next is the national characteristic product, occupies 14.50 measures. Chinese tourists spend more than 5000 baht on purchases: surveys show that Chinese tourists spend more than 5000 baht on purchases in platinum fashion malls. How Chinese tourists choose to buy goods: Chinese tourists buy goods in platinum fashion mall based on their own experience and preferences. Taking the shopping behavior of Chinese tourists in Bangkok Platinum Fashion Mall as the analysis goal, this paper applies the theory and method of marketing, combines the characteristics of Chinese tourists' consumption behavior and analyzes the present situation of Thailand's tourist shopping market. This paper uses the method of market research to analyze the shopping behavior of Chinese tourists in duty-free shops in Bangkok. Finally, the paper puts forward the corresponding improvement measures and suggestions, hoping that the research in this paper can help Thailand tourism develop more healthily and meet the needs of Chinese tourists better.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F593.36;F733.36

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