基于消费行为的新疆旅游营销策略研究

发布时间：2018-12-07 18:01

【摘要】：我国旅游业经历了这些年的快速发展，旅游者的需求不断地向多样化发展，由于人们生活方式、文化素养、经济状况及社会地位等的不同，在旅游活动的选择上会产生很大的差异。各旅游企业之前针对大众旅游企业的产品显然不能满足旅游者的需求。而旅游业中的实例使人们逐渐认识到研究旅游者行为的必要性和重要性。新疆的旅游业也面临的重大的机遇和挑战。在2011年4月份，自治区专门召开常委（扩大）会议，听取旅游工作汇报，，研究旅游发展问题。并提出了在新时期新阶段把旅游业作为经济社会发展的重要支柱产业，摆在更加重要的位置，促进旅游产业科学发展、跨越发展。本研究将借鉴大量文献与实地调查来分析旅游者的消费行为，从而为新疆旅游业的改善提供具有参考价值的策略。本研究的研究内容共分为五章，结构如下：第一章：绪论。在这一部分中，主要介绍本研究的研究背景、研究意义，阐述了作者对本研究的总体研究思路和规划，包括研究目标、研究内容、研究方法、研究的难点，并且对相关的文献进行回顾。这是本篇论文的一个总纲和理论的前提。第二章：新疆旅游现状研究分析。在这一章中，概括的介绍了新疆旅游的现状，新疆旅游营销的现状以及影响新疆旅游的主要因素等，为后面的分析奠定背景和理论的平台。第三章：新疆旅游消费行为的实证分析。在前两章文献综述的基础上，通过问卷调查和访谈的方式介绍实证方案的设计，介绍了访谈分析情况、问卷设计和发放情况。之后调查统计新疆旅游消费的消费水平、出游方式、购物选择、忧虑因素，信息获取方式，然后根据调查问卷所得的数据进行统计分析，得出数据处理的结果，并作简要概括和描述。第四章：营销策略及建议。通过对调查问卷的统计分析，结合营销学的知识提出适宜新疆旅游发展的营销建议。主要运用营销4P理论，从产品策略、价格策略、营销渠道策略、促销策略研究适宜新疆的营销策略。第五章：研究结论与展望。这一部分是对本研究的研究内容的总结。总结了本研究的分析结果、归纳了研究中存在的不足和改进方向。
[Abstract]:China's tourism industry has experienced rapid development over the years, and the demand of tourists has been continuously diversified, due to the differences in people's lifestyles, cultural literacy, economic situation and social status, etc. There will be great differences in the choice of tourism activities. Tourism enterprises before the mass tourism enterprises products obviously can not meet the needs of tourists. The examples in tourism make people realize the necessity and importance of studying tourist behavior. Xinjiang's tourism industry also faces major opportunities and challenges. In April 2011, the autonomous region convened a special standing Committee meeting to listen to tourism work reports and study tourism development issues. It is proposed that tourism should be regarded as an important pillar industry of economic and social development in the new stage in the new period, and put in a more important position in order to promote the scientific development and leapfrog development of tourism industry. This study will use a large number of literature and field investigation to analyze the consumption behavior of tourists, thus providing a valuable strategy for the improvement of tourism in Xinjiang. The research content of this study is divided into five chapters, the structure is as follows: chapter one: introduction. In this part, the author mainly introduces the research background, research significance, and describes the author's overall research ideas and plans, including research objectives, research content, research methods, research difficulties. And review the relevant literature. This is a general outline of this paper and the premise of the theory. The second chapter: Xinjiang tourism present situation research and analysis. In this chapter, the author briefly introduces the current situation of Xinjiang tourism, the current situation of Xinjiang tourism marketing and the main factors affecting Xinjiang tourism, and establishes the background and theoretical platform for the following analysis. Chapter three: the empirical analysis of tourism consumption behavior in Xinjiang. On the basis of the literature review in the first two chapters, this paper introduces the design of empirical scheme by questionnaire and interview, and introduces the situation of interview analysis, questionnaire design and distribution. After that, we investigated and counted the consumption level, travel patterns, shopping choices, anxiety factors, information acquisition methods of tourism consumption in Xinjiang, and then conducted statistical analysis according to the data obtained from the questionnaire, and got the results of data processing. And make a brief summary and description. Chapter four: marketing strategy and suggestion. Through the statistical analysis of the questionnaire, combined with the knowledge of marketing, the paper puts forward some marketing suggestions suitable for the development of tourism in Xinjiang. Based on the 4p theory of marketing, this paper studies the marketing strategies suitable for Xinjiang from the aspects of product strategy, price strategy, marketing channel strategy and promotion strategy. Chapter five: research conclusion and prospect. This part is a summary of the research content of this study. The analysis results of this study are summarized, and the shortcomings and improvement directions in the research are summarized.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F274

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