武汉市老年人旅游消费行为研究

发布时间：2018-01-07 17:36

本文关键词：武汉市老年人旅游消费行为研究　出处：《华中科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着医学的发达、社会福利制度的日渐完善，中国的人口结构也在悄悄的改变。据估计，2014年我国老年人口将超过2亿，2026年将超过3亿，2050年将达到4.6亿。因此，老年人市场将逐渐成为未来中国的主力消费族群之一。虽然中国作为世界上人口最多的国家，同时也是目前世界上老龄人口最多的国家，但是，目前针对老年人的研究大多是局限在健康用品、医疗方面的研究，旅游方面的研究还是很少。本研究希望能够让旅游业更加了解老年人的消费行为，从而制定更加符合老年消费者的旅游产品。本研究将以消费者行为理论作为基础理论，以人口统计因素作为变量，通过问卷调查的方式，分析武汉市老年人旅游购买行为的影响因素。研究一共发放了300份问卷，在采用交叉列联表与卡方检验、独立样本T检验以及单因素方差分析等方法分析了收集的数据后，我们发现，老年人旅游的主要动机为“放松身心，缓解压力”、“参观自然景点”以及“看新鲜事物”。旅游的主要信息来源是“亲友介绍”、“报刊杂志”以及“电视报导”。老年人在评估旅游行程时，最重视的是旅行社的服务品质，其次是旅行社的声誉、住宿的舒适程度。本研究通过上述一些结果，建议旅游业者可以结合相关的渠道进行宣传，加强顾客关系管理，建立口碑，，并针对顾客需求，提供更贴心的服务，在行程结束后，可利用问卷、网络问卷或是电话的方式来获得老年人的反馈，建立顾客管理系统来管理并分析老年人的特性与消费行为，以提升旅游业者的声誉、创造口耳相传的机会，也可增加旅游企业和其他企业的收入，创造双赢的局面。
[Abstract]:With the development of medicine and the improvement of social welfare system, the population structure of China is changing quietly. It is estimated that the elderly population will exceed 200 million in 2014 and 300 million in 2026. In 2050, it will reach 460 million. As a result, the elderly market will gradually become one of the major consumer groups in China. Although China, as the world's most populous country, is also the world's largest aging population, but the current research on the elderly is mostly confined to health products, medical research. Tourism research is still very few. This study hopes to make the tourism industry know more about the consumer behavior of the elderly. In order to develop more consistent with the elderly consumer tourism products. This study will take the consumer behavior theory as the basic theory, demographic factors as variables, through the way of questionnaires. Analysis of the factors affecting tourism purchase behavior of the elderly in Wuhan. A total of 300 questionnaires were distributed and cross-linked tables and chi-square tests were used. After analyzing the data collected by independent sample T test and single factor analysis of variance, we found that the main motivation of elderly tourism is "relax body and mind, relieve stress". "visit natural attractions" and "see new things". The main sources of information for tourism are "introductions of relatives and friends", "newspapers and magazines" and "television reports". The most important thing is the service quality of the travel agency, followed by the reputation of the travel agency and the comfort degree of the accommodation. Through the above results, this study suggests that the tourism industry can combine the relevant channels for publicity. Strengthen customer relationship management, establish word-of-mouth, and according to customer needs, provide more intimate services, after the end of the trip, you can use questionnaires, Internet questionnaires or telephone to obtain feedback from the elderly. The establishment of customer management systems to manage and analyse the identity and consumer behaviour of older persons in order to enhance the reputation of tourism operators, create word of mouth opportunities, and increase the income of tourism and other enterprises. Create a win-win situation.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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