曲阜文化遗产地游客消费行为特征研究

发布时间：2018-03-29 13:25

本文选题：游客消费行为　切入点：文化遗产地　出处：《中南林业科技大学》2012年硕士论文

【摘要】：文化是旅游之基,在遗产旅游持续升温的形势下,文化遗产地得到越来越多的游客青睐。然而目前国内外学者对文化遗产地的研究主要集中在对文化遗产地的旅游开发、规划与保护的问题上,缺少对游客消费行为的研究。伴随着我国旅游业买方市场的形成,必须充分、全面了解游客的消费行为特征,才能在旅游业的发展中立于不败之地。本文综合运用旅游学、心理学、社会学、行为学、市场学等相关学科的理论和方法,在研究前人理论和实践成果的基础上,采用文献研究法、问卷调查法和SPSS17.0软件统计分析等方法,对文化遗产地——曲阜国内游客的消费行为特征进行了探索性研究。首先是理论研究,对国内外文化遗产地游客消费行为的研究现状进行了综述,对文化遗产地、文化遗产旅游、游客消费行为的概念和内涵进行了界定,并在研究的基础上提出自己的认知。同时,从象征性社会行为理论、文化价值观等角度,结合文化遗产地特点,对游客的消费行为特征进行了初步分析,为实证分析奠定基础。其次是实证研究,在搜集、整理曲阜游客消费行为原始数据的基础上,对游客的人口学特征、游客活动资料、消费行为资料进行描述性分析,并对游客的人口学特征与消费行为进行相关性分析,得出：文化遗产地游客主要以学历水平较高的近程中青年工薪阶层为主,大部分是小集体出游的散客,游客主要为“孔子”而来,获取信息途径趋于多、捷、便,重游率较低、停留时间短,在饮食、住宿、交通方面的儒家特色选择不明显,在景点上对“三孔”以外的景区认知度低,游客旅游体验参与度不高,旅游购物花费金额少,整体消费水平不高、消费结构不合理,并且不同性别、年龄、客源地、文化程度、职业、个人月收入的游客在消费行为上各有差异。再次,在理论研究和实证研究的基础上,针对文化遗产地游客消费行为的特征尝试性地提出了将文化物化、营造亲和力氛围、针对客源市场完善旅游产品开发、合理引导消费结构、积极拓展客源等发展曲阜旅游业的对策建议。最后,回顾、总结全文,指出本文的创新和不足之处,并对本课题的下一步研究提出展望。
[Abstract]:Culture is the basis of tourism. Under the situation that heritage tourism continues to heat up, more and more tourists favor cultural heritage sites. However, at present, scholars at home and abroad mainly focus on the tourism development of cultural heritage sites. On the problem of planning and protection, there is a lack of research on tourists' consumption behavior. With the formation of buyer's market of tourism industry in China, we must fully and comprehensively understand the characteristics of tourists' consumption behavior in order to be invincible in the development of tourism industry. Based on the theories and methods of tourism, psychology, sociology, behaviorism, marketing and other related subjects, this paper adopts the literature research method on the basis of previous theories and practices. By means of questionnaire survey and statistical analysis of SPSS17.0 software, the characteristics of domestic tourists' consumption behavior in Qufu, a place of cultural heritage, are studied in this paper. The first part is the theoretical research, which summarizes the current research situation of the tourists' consumption behavior in the cultural heritage areas at home and abroad, defines the concept and connotation of the cultural heritage sites, cultural heritage tourism and tourists' consumption behavior. At the same time, from the perspective of symbolic social behavior theory and cultural values, combined with the characteristics of cultural heritage, this paper makes a preliminary analysis on the characteristics of tourists' consumption behavior, which lays a foundation for empirical analysis. The second is empirical research, on the basis of collecting and collating the original data of tourists' consumption behavior in Qufu, this paper makes a descriptive analysis on the demographic characteristics, tourist activity data and consumption behavior data of tourists. Based on the correlation analysis of the demographic characteristics and consumption behavior of tourists, it is concluded that the tourists in cultural heritage areas are mainly young workers with higher education level, and most of them are small group tourists. Tourists come mainly for "Confucius". They tend to have more access to information. They are quick and convenient. They have a low rate of revisiting, a short stay, and the Confucian characteristics of diet, accommodation, and transportation are not obvious. In the scenic spots beyond the "three holes", the awareness of the scenic spots is low, the participation of tourists in the tourism experience is not high, the amount of tourist shopping expenses is small, the overall consumption level is not high, the consumption structure is unreasonable, and the different gender, age, source of tourists, cultural level, Occupation, personal monthly income of tourists in the consumption behavior is different. Thirdly, on the basis of theoretical research and empirical research, in view of the characteristics of tourists' consumption behavior in cultural heritage areas, this paper tries to put forward the idea of materializing culture, creating affinity atmosphere, and perfecting tourism product development for tourist market. Reasonable guide consumption structure, actively expand the source of tourists and other countermeasures and suggestions for the development of Qufu tourism. Finally, review, summarize the full text, point out the innovation and deficiency of this paper, and put forward the prospect of the next research of this topic.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F713.55

【参考文献】