老年出境旅游市场游客满意度研究

发布时间：2018-03-12 21:11

本文选题：老年旅游者　切入点：出境旅游　出处：《天津商业大学》2015年硕士论文　论文类型：学位论文

【摘要】：旅游业已成为我国经济中发展势头最强劲、发展规模最大的产业之一。2009年12月,国务院下发《关于加快发展旅游业的意见》提出,新时期要把旅游业培育成国民经济的战略性支柱产业和人们群众更加满意的现代服务业。入境游、国内游、出境游三大旅游市场全面振兴。国家统计局2013年的统计数据显示,我国65周岁及以上人口占我国总人口的比重已达到9.7%。21世纪,将是属于老年人的世纪,老年市场和老年产业如同老龄问题一样,已成为当前的社会热点问题。外出旅游已经成为人们稀疏平常的一项休闲活动,随着2014年我国落地签或免签的目的地国家(地区)增至50个,出境旅游市场的规模将会进一步扩张,老年人出境旅游也不再是一件望尘莫及的事情。游客满意度问题已逐渐成为旅游业内关注的热点。国家旅游局从2009年开始启动全国游客满意度调查工作,但是,与日益重视的全国旅游满意度调查形成鲜明对比的是,老年旅游者的出境旅游需求和旅游满意度并未受到广大业内人士的重视,终其原因是由于老年出境旅游市场未受到重视。2012年,全国老龄工作委员会做过一项调查,结果显示目前我国每年老年人出游人数已占到全国旅游总人数的20%以上。老年旅游市场将成为旅游经济新的增长点。然而,老年出境旅游市场存在哪些人口学统计特征、这些特征的差异对游客满意度的评价有无差别、哪些项目已达到老年出境旅游者的需求,而造成老年出境旅游者不满意又主要表现在哪些方面、怎样更好的开发老年出境旅游市场等问题一直未能得到系统的阐述。因此,本文在国内外学者的相关研究基础上,选取老年出境旅游者这一细分市场,对老年旅游者的出境旅游满意度进行研究,以期对老年出境旅游市场的特点有大致了解,并设计出老年出境旅游市场游客满意度测评体系,对影响满意度的各个要素和项目进行对比分析,从中发现影响游客满意度的优势和劣势。针对不足之处提出相应的改进建议,最终达到提高老年出境旅游者游客满意度的目的。本文以武汉地区为例,以55--65岁有过出境旅游经历的老年旅游者为调查对象,对老年出境旅游者的满意度进行测评研究。本文首先在文献综述的基础上归纳总结影响游客满意度的因素,发现所有因素均在旅游六要素“食、住、行、游、购、娱”的涵盖范围内,然后采用专家访谈法,并依据调查对象的特殊性对问卷进行修正和完善,最终确立以餐饮、住宿、交通、游览、购物、娱乐和出境配备7大要素为依托,以25个项目为具体测量指标的老年出境旅游者游客满意度测评体系。在遵循顺序性、匹配性、目的性、简明性和可接受性原则下设计调查问卷,采用实地拦截和上门拜访两种方式收集第一手数据资料,运用信度分析、描述性统计分析方法对数据进行统计分析,在重要性—满意度IPA分析方法的理论基础上,对7大要素和25个测评项目进行横向和纵向的对比分析,得出结论。结论表明:老年出境旅游者性别和成长环境的不同对游客满意度的评价差异不大,而学历、职业背景和月平均收入的不同在游客满意度表现上存在一定差异,低学历高收入的老年旅游者的旅游需求比较容易满意;在出境旅游特征上表现为只有过一次出境旅游经历的老年人占多数、出游时间上没有特定的规律、多选择与亲人朋友一起出行、会通过多种方式获取旅游目的地信息、散心娱乐是他们外出旅游的主要目的、饮食上多选择中餐和当地风味的搭配、住宿条件一般是3星级以上的酒店、目的地选择上以近程为主以及子女会在资金上给予帮助;此外,导致老年旅游者游客满意度不高的7个关键项目分别为餐厅环境、地方导游人员服务、购物时间安排合理性、活动丰富性、活动参与性、领队服务和医疗物品和人员服务。针对发现的问题,提出5条提升老年出境旅游市场游客满意度的建议:正确认识老年出境旅游市场、开发满足需求的专项旅游产品、提升从业人员服务质量、重视调查回访。
[Abstract]:The tourism industry has become China's economic development momentum in the development of strong, one of the largest industries.2009 in December, the State Council issued "views on accelerating the development of tourism" proposed, the new period to cultivate tourism as a strategic pillar industry of national economy and the people more satisfied with the modern service industry. Tourism. Domestic tourism, outbound tourism market in three. The overall revitalization of the National Bureau of statistics show that in 2013, China's 65 years old and above population accounts for the proportion of the total population in China has reached 9.7%.21 century will belong to the elderly and elderly century old market as ageing industry, has become a hot social problem at present. Travel has become a common sparse leisure activities, with the 2014 China landing visa or visa of the destination country (region) to 50, outbound tourism market scale Further expansion, the elderly travel is no longer a catch thing. Tourist satisfaction has gradually become the hot spot of tourism industry's attention. The National Tourism Bureau has launched a national tourist satisfaction survey from 2009, however, with the growing importance of the national tourist satisfaction survey is in stark contrast, aged tourists outbound tourism demand and tourist satisfaction is not the majority of the industry's attention, the final reason is because the elderly outbound tourism market has not been.2012 years, the National Working Commission on aging has done a survey, the results showed that the current year old people the number of trips accounted for 20% of the total number of the National Tourism Tourism market will more. To become a new growth point of the tourism economy. However, the elderly outbound tourism market what are the demographic characteristics, differences in these characteristics of full of tourists The evaluation of the difference, which project has reached the demand of elderly outbound tourism, outbound tourism caused by the elderly who are not satisfied with and what are the problems, how to better develop the outbound tourism market has not been able to have been elaborated. Therefore, this research is based on the domestic and foreign scholars. Select the elderly outbound tourists in this market segment, the research of outbound tourism satisfaction of elderly tourists, the characteristics of elderly outbound tourism market in order to have a general understanding, and designed the elderly tourists outbound tourism market satisfaction evaluation system, comparative analysis of various elements and project influence satisfaction, found that the influence of tourist satisfaction the advantages and disadvantages from it. In view of the shortcomings and puts forward the corresponding improvement suggestions, to improve the elderly tourist satisfaction of tourists based on purpose. Wuhan area as an example, 55--65 years old had the travel experiences of elderly tourists as the research object, the evaluation of elderly outbound tourist satisfaction. In the first part of this paper on the basis of the literature review summarizes the influencing factors of tourist satisfaction, all the factors were found in the six elements of tourism "food, live, row, swim that purchase, entertainment" coverage, and interviews with experts, and according to the special investigation object of the questionnaire was modified and improved, finally establish the catering, accommodation, transportation, sightseeing, shopping, entertainment and exit with 7 elements as the basis, to 25 projects for the satisfaction evaluation system for concrete measurements the elderly tourists outbound tourism. In order to follow, matching, objective, concise and accept the principle of the design of the questionnaire, using the field to intercept and visit two ways to collect first-hand data, The use of reliability analysis, descriptive statistics analysis the data for statistical analysis, the importance of satisfaction IPA analysis theory method based on horizontal and vertical comparative analysis, draw the conclusion of the 7 factors and 25 evaluation items. Conclusion: little different evaluation of the tourist satisfaction of the elderly tourists outbound sex differences and the environment and education background and occupation, the average income in different month tourist satisfaction performance difference, low degree of high income elderly tourists travel demand more easily satisfied; in outbound travel features for outbound tourism only once experienced by the elderly accounted for the majority, there is no specific law travel time, many choose to travel together with relatives and friends, will obtain the travel destination information through a variety of ways, their main purpose is to relax entertainment travel, drink On the choice of Chinese food collocation and local flavor, accommodation is generally more than three-star hotel, destination choice for short-range and children will give help in the capital; in addition, 7 key projects in the elderly tourists tourist satisfaction is not high for the restaurant environment, the local tour guide service, shopping time the rationality, richness of activities, to participate in activities, tour services and medical goods and service. In order to solve the problems, put forward 5 improving elderly outbound tourism market recommendations: a correct understanding of the elderly outbound tourism market, the development of special tourism products to meet the demand, improve the quality of service personnel, the importance of investigation and visit.

【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592;D669.6

【参考文献】