基于生活方式细分的来沪都市旅游者行为研究

发布时间：2018-11-20 07:39

【摘要】：自1997年以来，上海一直将“都市旅游”作为上海市旅游的特色定位，上海的各个标志性的建筑和街区、高水准的博物馆、设施齐全的城市广场、商品丰富的购物中心等，无一不显现出上海发展都市旅游得天独厚的优势。然而都市旅游逐渐发展的过程中，一些问题也的以暴露，无法准确的定位旅游者并进行有针对性的差异化营销成了都市旅游发展的桎梏。过去许多市场细分方式也许只能研究一个或者少数几个差异化问题，因此需要一个更加细致的方式来区分旅游者并且进行差异化研究。本文采用了理论规范研究和实证分析相结合的方法，首先对本研究的研究背景进行了探讨，然后对生活方式理论以及旅游者行为理论进行了相关文献综述的讨论，，从前人的研究中得出经验，是本研究重要的理论支持。同时，文章还就上海都市旅游的发展现状进行了分析说明，承接上文的研究背景，并且为研究提供了现实依据。本研究的主体部分是以来沪都市旅游者为研究对象，进行访谈和问卷发放，根据问卷调查结果，使用SPSS软件进行因子分析、聚类分析和差异分析，将来沪都市旅游者按照生活方式细分为谨慎消费的旅游者、时尚引领的旅游者、追随潮流的旅游者和个性独特的旅游者四类，具体阐述了这四类旅游者在人口统计特征和旅游行为方面存在的共性，和本文最重要的结果，即不同生活方式细分的旅游者在旅游者行为方面存在的差异性，并分别提出了针对来沪都市旅游者的无差别营销方式和根据生活方式细分类别不同的差异化营销策略。本文的创新之处在于，将生活方式细分的方法运用到对旅游者的细分当中，将旅游者分为四种类别，并进行对比分析。此外，文章的最后还对本研究存在的缺陷和不足作出了说明。
[Abstract]:Since 1997, Shanghai has regarded "urban tourism" as the characteristic location of Shanghai's tourism, with its iconic buildings and neighborhoods, high level museums, well-equipped city squares, and well-stocked shopping centers, etc. All show Shanghai's unique advantages in developing urban tourism. However, in the process of the gradual development of urban tourism, some problems are also exposed, unable to accurately locate tourists and carry out targeted differentiated marketing has become the shackles of the development of urban tourism. In the past, many market segmentation methods may only be able to study one or a few differentiation problems, so we need a more detailed way to distinguish tourists and conduct differentiation research. This paper adopts the method of combining theoretical normative research with empirical analysis, first discusses the research background of this study, and then discusses the life style theory and tourist behavior theory. It is an important theoretical support for this study to draw experience from previous human studies. At the same time, the article also analyzes the development of urban tourism in Shanghai, carries on the research background above, and provides the realistic basis for the research. The main part of this study is that the tourists in Shanghai have conducted interviews and questionnaires. According to the results of the questionnaire, factor analysis, cluster analysis and difference analysis are carried out by using SPSS software. In the future, tourists in Shanghai will be divided into four categories according to their lifestyle: those who are careful to consume, those who are fashionable, those who follow the trend, and those who have a unique personality. The paper expounds the common features of the four types of tourists in demography and tourism behavior, and the most important result of this paper, that is, the differences in tourist behavior of tourists with different life styles. It also puts forward the differentiation marketing strategies for the tourists in Shanghai and the different marketing strategies according to the different types of life style. The innovation of this paper is that the method of lifestyle segmentation is applied to the subdivision of tourists, and tourists are divided into four categories, and the comparative analysis is carried out. In addition, the defects and shortcomings of this study are explained at the end of the paper.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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