中国自助游游客在华欣消费行为研究

发布时间：2018-03-05 18:37

本文选题：中国自助游客　切入点：旅游消费行为　出处：《中央民族大学》2017年硕士论文　论文类型：学位论文

【摘要】：自助旅游是当今一种比较时尚的旅游方式,因出游自由、体现个性而深受旅游者喜爱。泰国已成为中国自助游客旅游的主要目的地之一,中国游客对泰国经济和社会的发展都起着很重要的作用。旅游业的发展不仅给泰国人民创造了就业机会,提高泰国人民收入,还促进了相关行业的发展,繁荣了泰国经济。泰国华欣市是旅游发展大市,非常重视旅游业发展。中国游客是华欣县的重要客源,华欣县非常重视吸引中国游客到当地旅游,但是对于中国游客消费特征把握还不准确,在旅游发展的一些方面还存在弊端。因此,本研究选择来华欣的中国自助游游客为研究对象,采用问卷调查的方法收集游客消费行为方面的相关数据。选择中国自助游游客喜欢的华欣火车站、华欣夜市、华欣海滩等著名旅游景点进行随机调查。本次调查共发放问卷400份问卷,回收问卷400份,回收率100%;其中有效问卷362分,有效率90%。对调研获得的数据运用SPSS23.0进行描述统计分析,包括频数分析、统计描述分析、均值描述分析等。探究影响中国自助游游客在华欣旅游消费行为的因素,了解中国自助游游客的消费行为特征和对华欣的满意度,并且针对华欣旅游业目前存在的问题提出相应的发展建议。从人口统计学特征、游客决策行为、游客消费行为以及游客来华欣的行为偏好四个方面进行分析。在人口统计学方面,到华欣旅游的中国自助游游客一半以上是女性,以青年游客为主,游客主要来自香港、上海和广东三个地区,学历普遍偏高且消费水平较高。在游客决策行为方面,选择与亲朋结伴出游,以度假休闲和旅游观光为主,在出行前通过互联网搜集旅游信息,通常选择高星级酒店住宿。中国自助游游客到华欣旅游的动机主要是放松身心、缓解压力,因此当地的精油SPA项目是最受欢迎的旅游项目。在旅游消费方面,中国自助游游客到华欣旅游主要的消费项目是住宿和餐饮,用于娱乐和光观景点的消费较低。中国自助游游客到华欣旅游在餐饮选择方面主要考虑食品的质量,在住宿、交通、景点、娱乐选择方面主要考虑安全因素。最终,中国自助游游客对华欣旅游活动的六要素(吃、住、行、游、购、娱)整体评价较高,但华欣旅游仍然存在一些问题,包括交通不便捷、语言交流不通畅、道路标志欠缺、餐饮质量安全等问题。为了提高中国自助游游客在华欣的旅游满意度和重游率,针对华欣存在的问题,本文提出了相关的解决对策和建议。主要包括明确旅游市场游客需求,进行市场细分;提高交通的便利度,完善市内交通基础设施,加强市场监管力度;加强旅游资源开发与保护,重点开发当地特色文化和古建筑;注重旅游营销与宣传,尤其是口口相传;加强政府管理加强市场监管;丰富旅游商品,加强娱乐项目监管力度。
[Abstract]:Self-service tourism is a more fashionable way of traveling nowadays, and is popular with tourists because of their freedom of travel and personality. Thailand has become one of the main destinations for self-help tourists in China. Chinese tourists play a very important role in the economic and social development of Thailand. The development of tourism not only creates employment opportunities for the Thai people and raises their incomes, but also promotes the development of related industries. The Thai economy has flourished. The city of Huaxin, Thailand, is a big city for tourism development and attaches great importance to the development of tourism. Chinese tourists are an important source of tourists for Huaxin County, which attaches great importance to attracting Chinese tourists to the local area. However, it is not accurate to grasp the characteristics of Chinese tourists' consumption, and there are still some drawbacks in some aspects of tourism development. Therefore, this study chooses Chinese self-visiting tourists who come to Huaxin as the research object. Using the method of questionnaire to collect the relevant data of tourists' consumption behavior. Choose Huaxin Railway Station, Huaxin Night Market, which is the favorite of Chinese self-visiting tourists. A random survey was conducted at famous tourist attractions such as Huaxin Beach. A total of 400 questionnaires were sent out in this survey, 400 questionnaires were returned, and the recovery rate was 100. Among them, the valid questionnaire was 362 points and the effective rate was 90. The data obtained from the survey were described and analyzed by SPSS23.0. Including frequency analysis, statistical description analysis, mean description analysis, etc. To explore the factors that affect the tourist consumption behavior of Chinese self-visiting tourists in Huaxin, to understand the consumer behavior characteristics of Chinese self-visiting tourists and their satisfaction with Huaxin. And in view of the problems existing in Huaxin tourism industry, the corresponding development suggestions are put forward. According to the demographic characteristics, tourist decision making behavior, In terms of demographics, more than half of the Chinese self-visiting tourists to Huaxin are women, mainly young tourists, mainly from Hong Kong. In Shanghai and Guangdong, education is generally on the high side and the level of consumption is relatively high. In the decision-making behavior of tourists, they choose to go out in company with friends and family, mainly for vacation, leisure and tourism, and collect travel information through the Internet before they go out. Chinese tourists who visit Huaxin are mainly motivated by relaxation and stress relief, so the local essential oil SPA program is the most popular tourist project. In terms of tourism consumption, The main consumption items for Chinese self-help tourists to visit Huaxin are accommodation and catering, which are low for entertainment and sightseeing attractions. Chinese self-help tourists traveling to Huaxin mainly consider the quality of food, accommodation and transportation. Scenic spots and entertainment choices mainly consider security factors. In the end, the overall evaluation of the six elements (eating, living, traveling, shopping and entertaining) of Huaxin's tourist activities by Chinese self-visiting tourists is relatively high, but there are still some problems in Huaxin's tourism. In order to improve the tourist satisfaction and revisiting rate of Chinese self-visiting tourists in Huaxin, the problems existing in Huaxin are pointed out, including the transportation is not convenient, the language exchange is not smooth, the road sign is lacking, the food and beverage quality is safe and so on. This paper puts forward the relevant countermeasures and suggestions. It mainly includes clarifying the tourist demand of the tourist market, subdividing the market, improving the traffic convenience, perfecting the urban transportation infrastructure, and strengthening the market supervision and control. Strengthen the development and protection of tourism resources, focus on the development of local culture and ancient buildings; pay attention to tourism marketing and publicity, especially word of mouth; strengthen government management and strengthen market supervision; enrich tourism commodities, strengthen the supervision of entertainment projects.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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