北京婚庆旅游市场营销策略研究

发布时间：2018-06-08 02:41

本文选题：婚庆旅游 + 主题旅游　；参考：《首都经济贸易大学》2013年硕士论文

【摘要】：婚庆旅游作为构建休闲旅游产业体系的重要环节，是实现旅游产业转型，促进产业升级的钥匙。国家关于促进国民休闲旅游及落实职工带薪休假制度的政策，为婚庆旅游提供了良好的政策保障。随着人民购买力的提升和婚庆蜜月旅游普及度的提高，婚庆旅游市场的需求迅速扩大。北京具有丰富的婚庆旅游资源和广阔的市场需求。北京婚庆旅游市场的发展，在给旅游业带来可观收入的同时也将促进婚庆旅游市场的完善。以此为背景，首先运用文献资料研究法，总结国内外学者对于体验经济、主题旅游、婚庆旅游方面的研究。目前的研究集中在蜜月旅游产品，蜜月旅游目的地建设，影响消费者购买蜜月旅游产品决策的因素等。本文对婚庆旅游的概念进行界定，在包含蜜月旅游基础上，将婚纱摄影旅游，婚典仪式类旅游，结婚纪念游也纳入本文的研究范围。其次描述婚庆旅游在国内外的发展概况，对中国婚庆旅游市场的规模进行分析。以问卷调查方法，获得北京婚庆旅游市场产品需求的一手资料。分析得出北京婚庆旅游消费特征。同时从国内旅行社官方网站和实体门店，搜集整理现有婚庆旅游产品体系图。对比市场需求与市场供给，研究发现婚庆旅游市场存在的四个主要问题。明确问题后，结合市场营销4CS理论，长尾理论，制定北京婚庆旅游市场的营销策略。最后提出策略实施的保障措施建议，分别是制定行业标准和规范，加强价格监管，，培养婚庆旅游专业服务人才和加强婚庆产业链内企业的相互合作。因此，本文不仅在学术上对婚庆旅游进行了具有一定深度的理论研究，也在政策指导下对论文的实用性进行了认真的考量。
[Abstract]:Wedding tourism, as an important link in the construction of leisure tourism industry system, is the key to realize tourism industry transformation and promote industrial upgrading. The national policy of promoting national leisure tourism and implementing the system of paid leave for workers provides a good policy guarantee for wedding tourism. With the increase of people's purchasing power and the popularity of wedding honeymoon tourism, the demand of wedding tourism market expands rapidly. Beijing has rich wedding tourism resources and broad market demand. The development of the wedding tourism market in Beijing will not only bring considerable income to the tourism industry, but also promote the perfection of the wedding tourism market. A study of wedding tourism. The current research focuses on honeymoon tourism products, honeymoon tourism destination construction, factors that affect consumers' decision to buy honeymoon tourism products. The concept of wedding tourism is defined in this paper. On the basis of honeymoon tourism, wedding photography tourism, wedding ceremony tourism and wedding memorial tour are included in the research scope of this paper. Secondly, the development of wedding tourism at home and abroad is described. This paper analyzes the scale of wedding tourism market in China. The primary data of Beijing wedding tourism market product demand were obtained by questionnaire survey. Analysis of Beijing wedding tourism consumption characteristics. At the same time from domestic travel agency official website and physical stores, collect and collate the existing wedding tourism products system map. By comparing the market demand with the market supply, the paper finds out the four main problems in the wedding tourism market. Then, combining with the marketing 4CS theory and the long tail theory, the author formulates the marketing strategy of the wedding tourism market in Beijing. Finally, some suggestions are put forward to ensure the implementation of the strategy, namely, to formulate industry standards and norms, to strengthen price supervision, to train professional service personnel for wedding tourism, and to strengthen mutual cooperation among enterprises in the wedding industry chain. This paper not only makes a deep theoretical study on wedding tourism, but also carefully considers the practicability of the paper under the guidance of policy.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

【参考文献】