本文選題：旅游網(wǎng)站 + 在線預(yù)訂　； 參考：《華東師范大學(xué)》2014年碩士論文

【摘要】：旅游網(wǎng)站的產(chǎn)生為現(xiàn)代旅游者追尋個性化、定制化的旅游服務(wù)提供了契機(jī)與平臺。網(wǎng)絡(luò)環(huán)境下的旅游者購買實施過程更加復(fù)雜,在各個環(huán)節(jié)都顯現(xiàn)出諸多新的特點。而信息技術(shù)的快速發(fā)展也為我們提供更多的研究方法和分析技術(shù),由于借助數(shù)據(jù)庫和網(wǎng)絡(luò)存儲技術(shù),用戶的在線預(yù)訂行為被如實記載,依靠數(shù)據(jù)挖掘智能工具,使我們能夠?qū)Ａ康男畔?shù)據(jù)進(jìn)行分析,也得以從用戶留下的蛛絲馬跡中發(fā)掘有用的信息,加深對網(wǎng)絡(luò)時代旅游購買行為的理解。 從理論研究角度說,對旅游網(wǎng)站用戶在線預(yù)訂行為的研究是現(xiàn)代旅游消費者行為研究的一個重要部分。目前,國內(nèi)外該領(lǐng)域的研究尚處在起步階段,相關(guān)理論還有待進(jìn)一步深入與完善。從實踐意義來看,一方面旅游網(wǎng)站經(jīng)營企業(yè)亟需準(zhǔn)確把握和預(yù)測用戶的在線購買行為和價值訴求,從激烈的市場競爭中找到新的突破口,提升競爭力,推動企業(yè)不斷發(fā)展；另一方面,在線預(yù)訂服務(wù)將是未來旅游服務(wù)業(yè)的重要部分,因此加強(qiáng)對旅游網(wǎng)站用戶在線預(yù)訂行為的研究,無論是優(yōu)化企業(yè)的產(chǎn)品設(shè)計抑或完善企業(yè)的營銷戰(zhàn)略都將具有重要的現(xiàn)實價值,并且有助于推動旅游產(chǎn)業(yè)的轉(zhuǎn)型升級發(fā)展。 本文以旅游網(wǎng)站用戶為主要研究對象,借助文獻(xiàn)分析法對我國旅游網(wǎng)站的發(fā)展歷程與在線預(yù)訂行為進(jìn)行了詳細(xì)梳理,并且通過實證研究得出以下結(jié)論：第一,現(xiàn)階段我國旅游網(wǎng)站用戶的在線預(yù)訂行為還是以在線信息搜索、在線提交訂單、線下支付為主,尚未實現(xiàn)預(yù)訂過程的完全在線化；第二,酒店產(chǎn)品的在線預(yù)訂率要高于旅游產(chǎn)品,但旅游產(chǎn)品的訂單成功率和在線支付率要高于酒店產(chǎn)品：第三,根據(jù)在線預(yù)訂行為方式的差異存在四類旅游網(wǎng)站用戶,分別是隨意型酒店產(chǎn)品預(yù)訂者、慎重型酒店產(chǎn)品預(yù)訂者、線下依賴型旅游線路產(chǎn)品預(yù)訂者和自助型旅游線路產(chǎn)品預(yù)訂者。 本文首先對國內(nèi)外的相關(guān)文獻(xiàn)進(jìn)行梳理,嚴(yán)格界定了本文的研究對象及相關(guān)概念。在此基礎(chǔ)上,進(jìn)一步對我國旅游網(wǎng)站的發(fā)展歷程與在線預(yù)訂行為進(jìn)行了詳細(xì)梳理,為后文分析方法的選擇以及實證分析奠定基礎(chǔ)。其次,運用數(shù)據(jù)挖掘技術(shù)對于在線預(yù)訂產(chǎn)生的海量數(shù)據(jù)進(jìn)行深度挖掘分析,確立旅游網(wǎng)站用戶在線預(yù)訂仃為分析指標(biāo)與方法,通過實證分析,用數(shù)據(jù)說話,刻畫出目前我國旅游網(wǎng)站用戶在線旅游預(yù)訂行為的特征。最后,分別從企業(yè)和政府的角度對我國旅游網(wǎng)站及在線旅游服務(wù)的發(fā)展提出了對策和建議。
[Abstract]:The emergence of tourism websites provides opportunities and platforms for modern tourists to pursue personalized and customized tourism services. Under the network environment, the implementation process of tourist purchase is more complicated, showing many new characteristics in every link. The rapid development of information technology also provides us with more research methods and analysis techniques. With the help of database and network storage technology, the online reservation behavior of users is recorded truthfully, relying on the intelligent tools of data mining. It enables us to analyze the vast amount of information data, to extract useful information from the clues left by the users, and to deepen the understanding of the travel purchase behavior in the network age. From the theoretical point of view, the research on online booking behavior of tourism website users is an important part of modern tourism consumer behavior research. At present, the research in this field at home and abroad is still in its infancy. From a practical point of view, on the one hand, tourism website management enterprises need to accurately grasp and predict the online purchase behavior and value demands of users, from the fierce market competition to find a new breakthrough, enhance competitiveness, and promote the continuous development of enterprises; On the other hand, the online booking service will be an important part of the future tourism service industry. Whether it is to optimize the product design of the enterprise or to perfect the marketing strategy of the enterprise, it will have important practical value, and will help to promote the transformation and upgrading of the tourism industry. In this paper, the tourism website users as the main research object, with the help of literature analysis of the development of tourism websites in China and online booking behavior were reviewed in detail, and through empirical research the following conclusions: first, At this stage, the online booking behavior of Chinese tourism website users is still based on online information search, online submission of orders, offline payment, and has not yet realized the complete online booking process; second, The online booking rate of hotel products is higher than that of tourism products, but the success rate and online payment rate of tourist products are higher than those of hotel products. They are random hotel product reservation, discreet hotel product reservation, offline dependent travel line product reservation and self service travel line product reservation. Firstly, this paper reviews the relevant literature at home and abroad, and strictly defines the research object and related concepts. On this basis, the development of tourism websites and online booking behavior in China are further combed in detail, which lays a foundation for the selection of the later analysis methods and empirical analysis. Secondly, using the data mining technology to analyze the massive data generated by online reservation, establish the online booking of tourism website users as the analysis index and method, through the empirical analysis, using data to speak, This paper describes the characteristics of online travel reservation behavior of tourism website users in China. Finally, from the angle of enterprise and government, the paper puts forward the countermeasures and suggestions on the development of Chinese tourism website and online tourism service.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6;F592

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