基于生活形态的80后旅游消费行为研究

发布时间：2018-06-26 07:27

本文选题：“80后” + 生活形态　；参考：《广西师范大学》2013年硕士论文

【摘要】：“80后”逐渐在各个领域成为新生主力军,其独特的价值与生活方式也引起了社会和学术界对“80后”的广泛关注。作为特殊文化、社会背景下形成的一代人群其有2亿左右的人口。特殊的文化环境、成长环境等对“80后”群体旅游消费行为产生了重大影响,对市场而言“80后”可谓蕴藏着巨大的商机。“80后”有足够的经济实力,并己经成为重要旅游群体之一,之后还将对旅游产生非常重要的影响。目前学术界对“80后”生活形态及旅游消费行为欠缺深入的和系统化的研究,更缺凡相关的实证研究。对“80后”生活形态及旅游消费行为的研究能够帮助企业更清楚的认识到“80后”消费者的真实面貌,有利于企业制定有针对性的营销策略。对此本文以“80后”生活形态为出发点,采用理论研究和实研究相结合的方法,以“80后”生活形态为基础对旅游消费行为展开研究。本文运用文献研究,对“80后”、生活形态等关键概念进行定义和解释。总结了学者对“80后”、生活形态以及旅游消费行为相关理论,为本文奠定了充分的理论基础。进而结合访谈研究结合文献梳理,提出了基于生活形态的“80后”旅游消费行为研究模型。进而通过问卷调查对问卷的数据进行因子分析,总结出“80后”生活形态的8个构面,分别为独特个性、社会交际、运动健康、品味追求、时尚享受、家庭和谐、信息渠道和生活质量。此外,本文还通过方差分析、回归分析,识别出不同“80后”在生活形态和旅游消费行为上的差异,并对“80后”生活形态进行聚类分析。最后,已研究生活形态在调节变量下对旅游消费行为的作用。通过进一步文献整理,比较“不同生活形态旅游消费行为的差异,以此为基础提出针对“80后”旅游消费群体的营销建议,希望研究能够有意于旅游业及其它相关企业的营销。
[Abstract]:The "post-80s" has gradually become the main force of the new generation in various fields, and its unique value and way of life have also aroused the widespread concern of the society and the academic community for the "post-80s". As a special culture, a generation of people formed under the social background has a population of about 200 million. The special cultural environment and growth environment have a great influence on the "post-80s" group tourism consumption behavior. For the market, "post-80s" can be described as a huge business opportunity. "post-80s" has sufficient economic strength. And has become one of the important tourism groups, and will also have a very important impact on tourism. At present, there is a lack of in-depth and systematic research on the life style and tourism consumption behavior of the post-80s generation in academic circles, and there is also a lack of relevant empirical research. The study on the life form and tourism consumption behavior of the "post-80s" can help enterprises to understand the true appearance of the "post-80s" consumers and help the enterprises to formulate targeted marketing strategies. This paper takes the life form of "post-80s" as the starting point, adopts the method of combining theoretical research and real research, and studies tourism consumption behavior on the basis of "post-80s" life form. This paper uses literature research to define and explain some key concepts, such as "after 80" and "life form". This paper summarizes scholars' theories about post-80s, life form and tourism consumption behavior, which lays a sufficient theoretical foundation for this paper. Combined with interview research and literature review, this paper puts forward a model of "post-80s" tourism consumption behavior based on life form. Then, through the factor analysis of questionnaire data, eight aspects of "post-80s" life form are summarized, which are unique personality, social communication, sports health, taste pursuit, fashion enjoyment, family harmony, etc. Access to information and quality of life. In addition, by means of variance analysis and regression analysis, this paper identifies the differences in life form and tourism consumption behavior between the "post-80s" and "post-80s", and makes a cluster analysis of the "post-80s" life form. Finally, the effect of life form on tourism consumption behavior is studied. Through further literature review, this paper compares the differences of tourism consumption behaviors in different life forms, and puts forward marketing suggestions for the "post-80s" tourism consumer groups on the basis of this, hoping to study the marketing of tourism and other related enterprises.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F713.55

【参考文献】