重庆民宿消费者市场研究

发布时间：2018-02-14 08:56

本文关键词： 民宿消费者行为动机满意度　出处：《重庆师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着对旅游接待与旅游体验的结构性、品质性的追求,民宿业应运而生。民宿有别于旅馆或饭店,也许没有高级奢华的设施,但它能让人体验当地风情、感受民宿主人的热情与服务、体验有别于以往的生活,因此迅速流行。2015年11月11日,国务院常务会议审议通过了《关于加快发展生活性服务业促进消费结构升级的指导意见》,首次点名“积极发展客栈民宿、短租公寓、长租公寓等细分业态”,并将其定性为生活性服务业,将在多维度给予政策支持。随着需求的增长和政策的红利,具有中国特色的民宿越来越热。重庆民宿随着这股热潮正在如火如荼的发展,为消费者们追捧,尤其成为景区周边游的重要入口。但其发展也面临着产品与服务趋同、盈利模式不成熟、定位失准、客人满意度低等诸多问题与挑战。本文通过设计相应的测量问卷对重庆民宿消费者市场进行调研,并采取现场发放问卷的方式,发放问卷300份,收回有效问卷270份,研究重庆民宿消费者的基本人口特征、消费特征、消费动机和动机得到满意的程度,通过IBM SPSS Statistics 22统计软件,运用信度分析、信度T检验、方差分析、IPA分析等解析重庆民宿消费者。希望能为重庆民宿的可持续发展提供科学依据,为重庆民宿经营者提供思路和参考借鉴。本文以从理感性到理性的思路,把全文分为五个部分:第一部分是绪论,介绍了本文的研究背景、研究意义以及境内外关于民宿和民宿市场的综述与发展态势;第二部分是概念的界定、分类与研究的理论基础,描述了境内外学者对民宿的定义研究以及介绍本文采取的浙江官方对民宿的定义;第三部分设计重庆民宿消费者市场调研;第四部分是调研结果分析,对收集回来的数据进行信度分析、描述性分析、相关性分析和IPA模型分析等,根据数据,提出重庆民宿现在的问题,并根据问题提出了重庆民宿的发展路径和方略;第五部分是结论与不足,这部分总结了本文的研究发现,并指出本文的局限性与不足。
[Abstract]:With the tourism and tourism experience structure, the pursuit of quality, B & B industry came into being. B & B is different from a hotel or restaurant, perhaps no luxury facilities, but it can make people feel warm and experience the local customs service innkeepers, experience is different from the past life, so popular in.2015 in November 11th, the State Council executive meeting examined and adopted the "on accelerating the development of life service industry guidance on promoting the upgrading of consumption structure, the first named" the positive development of the Inn B & B, short rent apartment, long rent apartments and other fine separate states, and the qualitative of life services, will give policy support in multiple dimensions. With the increase of the demand and the dividend policy has Chinese characteristics increasingly hot. B & B Chongqing B & B with this upsurge is like a raging fire development, consumers sought after, especially as the surrounding areas An important entrance tour. But its development is also facing products and services convergence, profit model is not mature, inaccurate positioning, customer satisfaction is low and a lot of problems and challenges. This paper investigates Chongqing B & B consumer market by measuring the corresponding questionnaire design, and take on-site questionnaires, 300 questionnaires, valid questionnaires 270, the basic demographic characteristics of Chongqing B & B consumer characteristics, consumer motivation and motivation to get satisfaction, through the IBM SPSS Statistics 22 statistical software, using the T reliability test, reliability analysis, variance analysis, IPA analysis and analysis of Chongqing B & B consumers. Hope to provide a scientific basis for the sustainable development of Chongqing, and to provide ideas and reference for Chongqing B & B operators. This paper takes from perceptual to rational thinking, the full text is divided into five parts: the first part is the introduction, introduction The background of this study, review and development trend of pension and B & B market research significance as well as domestic and foreign; the second part is the definition of the concept, classification and theoretical basis of research, describes the domestic and foreign scholars on the definition of pension and the introduction of this article take the Zhejiang official to homestay definition; the third part of the design of Chongqing home consumers market research; the fourth part is the analysis of the research results, the reliability analysis of the collected data, descriptive analysis, correlation analysis and IPA model analysis, according to data presented in the current region of Chongqing, and put forward the development path and strategy of Chongqing B & B according to the problem; the fifth part is the conclusion and shortcomings, this part summarizes the the findings of this article, and points out the research limitations and shortcomings.

【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F592.7

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