本文選題：銀發(fā)旅游消費者 + 旅游期望　； 參考：《沈陽師范大學(xué)》2014年碩士論文

【摘要】：人口老齡化進一步加劇的社會現(xiàn)狀使得我國的銀發(fā)產(chǎn)業(yè)面臨一個前所未有的發(fā)展機遇，而以老年人為對象的銀發(fā)旅游者旅游業(yè)則是“夕陽產(chǎn)業(yè)”中的“朝陽產(chǎn)業(yè)”。20世紀90年代末到現(xiàn)今，我國的銀發(fā)旅游業(yè)以3%的速度保持著持續(xù)增長，且伴隨著我國銀發(fā)人群的增加以及銀發(fā)人群消費能力的提升，我國的銀發(fā)旅游市場將會呈現(xiàn)更好的發(fā)展態(tài)勢。 面對良好的市場發(fā)展態(tài)勢，，我國老年游客的旅游滿意度卻普遍較低。在現(xiàn)代市場經(jīng)濟條件下，顧客滿意度是企業(yè)的生命線，如何提升銀發(fā)旅游者的滿意度是本文需要解決的問題，而滿意度是由顧客期望以及感知價值所共同決定的。 本文首先通過面對面的訪談以及文獻研究的方法了解銀發(fā)旅游消費者對于旅游的期望層次：基本期望，關(guān)聯(lián)期望和超值滿足期望；期望形成和變化的影響因素和感知價值的構(gòu)成要素，在此基礎(chǔ)上確定本文的主要觀察變量，建立變量間相互關(guān)聯(lián)的期望價值理論模型。其次通過問卷的形式獲取銀發(fā)旅游消費者對于不同旅游期望的重視程度也即是其層次，旅游后的感知價值和旅游滿意度狀況等相關(guān)數(shù)據(jù)。利用SPSS17.0對問卷進行描述性統(tǒng)計分析和信度與效度分析；利用AMOS21.0軟件對研究模型用結(jié)構(gòu)方程模型進行擬合和修正，并驗證了本文的基本假設(shè)。最后基于期望價值模型的路徑分析以及調(diào)查數(shù)據(jù)結(jié)果，得出本文研究結(jié)論也即是銀發(fā)旅游消費者滿意度低的原因，包括基本期望得不到滿足，對社會價值期望過高和企業(yè)的過度宣傳使的銀發(fā)旅游消費者的期望與感知價值不協(xié)調(diào)。在分析原因的基礎(chǔ)上，提出四條有針對性的策略：深化市場細分；開發(fā)有特色的營銷策略；構(gòu)建包含學(xué)校、政府和旅游企業(yè)在內(nèi)的社會團隊和樹立旅行社全程服務(wù)理念。
[Abstract]:The aging of the population further intensifies the social situation, which makes the silver hair industry in our country face an unprecedented opportunity for development. The tourism industry of silver hair, which is aimed at the elderly, is the "sunrise industry" in the "sunset industry". From the end of the 1990s to the present, China's silver hair tourism industry has maintained a sustained growth at a rate of 3%. With the increase of the number of people with silver hair and the improvement of their consumption ability, the market of silver hair tourism in China will show a better development trend. In the face of good market development, the tourist satisfaction of the elderly tourists in our country is generally low. In the modern market economy, customer satisfaction is the lifeline of enterprises. How to improve the satisfaction of silver hair tourists is a problem to be solved in this paper, and satisfaction is determined by customer expectation and perceived value. First of all, through face-to-face interviews and literature research, this paper explores the expectation levels of silver hair tourism consumers for tourism: basic expectations, associated expectations and overvalued expectations; The influence factors of expectation formation and change and the component elements of perceived value are determined on the basis of which the main observational variables are determined and the theoretical model of expected value is established which is related to each other. Secondly, through the form of questionnaire to obtain the silver hair tourism consumers' attention to different tourism expectations is its level, the perceived value after tourism and tourism satisfaction status and other related data. SPSS17.0 is used to analyze the descriptive statistics and reliability and validity of the questionnaire, and the structural equation model is used to fit and modify the research model with AMOS21.0 software, and the basic hypothesis of this paper is verified. Finally, based on the path analysis of the expected value model and the results of the survey data, this paper concludes that the reason for the low satisfaction of consumers of silver hair tourism, including the basic expectations can not be met. Too high expectation of social value and excessive publicity of enterprises make the expectation of consumers of silver hair tourism out of harmony with perceived value. On the basis of analyzing the reasons, this paper puts forward four targeted strategies: deepening market segmentation, developing characteristic marketing strategies, constructing social teams including schools, government and tourism enterprises, and setting up the concept of travel service.
【學(xué)位授予單位】：沈陽師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592;D669.6

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