中國旅游者在曼谷King Power（Rangnum Rd.）免稅店購物行為研究
發(fā)布時間：2019-07-09 18:57
【摘要】：泰國旅游業(yè)與中國游客有著長期的接觸和了解,并一直為中國游客提供著較為周到和全面的服務,中國旅游者在旅途中的購物也為泰國旅游業(yè)貢獻了極大的利潤。但是,隨著中國游客到泰國旅游變得容易和便捷,中國游客在泰國的購物熱情正在遞減；同時,其他東南亞國家旅游市場興起,泰國很可能被周邊國家搶走中國游客的購物市場而失去很多的商業(yè)機會,這將對當前的泰國旅游購物產(chǎn)生極大的影響。 在深度訪談等定量研究基礎上,本文采用問卷調(diào)查采取隨機抽樣法,運用統(tǒng)計軟件SPSS進行描述性分析,分析項目有頻率分析、百分比、平均分,以期幫助泰國曼谷King power (Rangnum Rd.)免稅店的商家發(fā)展和滿足中國游客的需求。本文在理論研究成果的基礎上,研究中國旅游者在泰國曼谷King power (Rangnum Rd.)免稅店購物行為,資料收集和問卷調(diào)查的實證研究顯示中國旅游者在泰國曼谷King power (Rangnum Rd.)免稅店的購物行為具有幾方面的特點,中國旅游者pD性別：在泰國曼谷King power (Rangnum Rd.)免稅店購物的女性比男性多。中國旅游者的年齡。旅游購物者多處于21-30歲這個年齡階段。中國旅游者在曼谷King power (Rangnum Rd.)免稅店購買商品的目的：大多數(shù)中國旅游者購買商品的目的是為了自己使用。中國旅游者在曼谷King power (Rangnum Rd.)免稅店購買商品的種類：中國旅游者購買的商品大多為化妝品,占30.78%。其次是民族特色產(chǎn)品,占14.50%。中國旅游者購買商品的花費：調(diào)查結果顯示中國旅游者在King power (Rangnum Rd.)免稅店購買商品的花費大多在5000泰銖以上。中國旅游者如何選購買商品：中國旅游者在King power (Rangnum Rd.)免稅店選購商品基本是憑借自己的經(jīng)驗和喜好而購買商品。 將中國旅游者在曼谷King power (Rangnum Rd.)免稅店的購物行為作為分析目標,本文應用市場營銷的理論和方法,結合中國旅游者的消費行為特征以及對泰國旅游購物市場的現(xiàn)狀分析,運用市場調(diào)研的方法來分析中國旅游者在曼谷市區(qū)免稅店購物行為。最終,提出相應的改進措施和建議,希望本論文的研究能夠幫助泰國旅游業(yè)更健康的發(fā)展,更好地滿足中國游客的需求。
[Abstract]:Thai tourism has a long-term contact and understanding with Chinese tourists, and has been providing more thoughtful and comprehensive service for Chinese tourists. The shopping of Chinese tourists on the road has also contributed great profits to Thai tourism. However, as Chinese tourists become easier and easier to travel to Thailand, the enthusiasm of Chinese tourists in Thailand is decreasing. At the same time, other Southeast Asian countries are on the rise, Thailand is likely to be robbed of the shopping market of Chinese tourists by neighboring countries and lose a lot of business opportunities, which will have a great impact on the current Thai tourism and shopping. On the basis of quantitative research such as in-depth interview, this paper uses questionnaire survey to adopt random sampling method, uses statistical software SPSS to carry on descriptive analysis, analyzes the frequency analysis, percentage, average score of the project, in order to help Thailand Bangkok King power (Rangnum Rd.) The merchants of duty-free shops develop and meet the needs of Chinese tourists. Based on the theoretical research results, this paper studies the King power (Rangnum Rd.) of Chinese tourists in Bangkok, Thailand. Empirical studies on shopping behavior, data collection and questionnaire survey of duty-free shops show that Chinese tourists are in King power (Rangnum Rd.), Bangkok, Thailand. The shopping behavior of duty-free shops has several characteristics. PD gender of Chinese tourists: King power (Rangnum Rd.) in Bangkok, Thailand. More women than men shop in duty-free shops. The age of Chinese tourists. Most of the tourists and shoppers are at the age of 21 and 30. Chinese tourists in Bangkok King power (Rangnum Rd.) The purpose of duty-free shops to buy goods: most Chinese tourists buy goods for their own use. Chinese tourists in Bangkok King power (Rangnum Rd.) Duty-free shops buy goods: most of the goods purchased by Chinese tourists are cosmetics, accounting for 30.78%. The second is the products with national characteristics, accounting for 14.50%. The cost of Chinese tourists buying goods: the results of the survey show that Chinese tourists are at King power (Rangnum Rd.) Duty-free shops spend more than 5000 baht on goods. How Chinese tourists choose to buy goods: Chinese tourists in King power (Rangnum Rd.) Duty-free shops basically rely on their own experience and preferences to buy goods. Chinese tourists in King power (Rangnum Rd.), Bangkok The shopping behavior of duty-free shops is regarded as the analysis target. This paper applies the theory and method of marketing, combined with the characteristics of Chinese tourists' consumption behavior and the analysis of the present situation of Thai tourism shopping market, and uses the method of market research to analyze the shopping behavior of Chinese tourists at duty-free shops in Bangkok. Finally, the corresponding improvement measures and suggestions are put forward, and it is hoped that the research in this paper can help Thailand's tourism industry to develop more healthily and better meet the needs of Chinese tourists.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F593.36
本文編號：2512370
[Abstract]:Thai tourism has a long-term contact and understanding with Chinese tourists, and has been providing more thoughtful and comprehensive service for Chinese tourists. The shopping of Chinese tourists on the road has also contributed great profits to Thai tourism. However, as Chinese tourists become easier and easier to travel to Thailand, the enthusiasm of Chinese tourists in Thailand is decreasing. At the same time, other Southeast Asian countries are on the rise, Thailand is likely to be robbed of the shopping market of Chinese tourists by neighboring countries and lose a lot of business opportunities, which will have a great impact on the current Thai tourism and shopping. On the basis of quantitative research such as in-depth interview, this paper uses questionnaire survey to adopt random sampling method, uses statistical software SPSS to carry on descriptive analysis, analyzes the frequency analysis, percentage, average score of the project, in order to help Thailand Bangkok King power (Rangnum Rd.) The merchants of duty-free shops develop and meet the needs of Chinese tourists. Based on the theoretical research results, this paper studies the King power (Rangnum Rd.) of Chinese tourists in Bangkok, Thailand. Empirical studies on shopping behavior, data collection and questionnaire survey of duty-free shops show that Chinese tourists are in King power (Rangnum Rd.), Bangkok, Thailand. The shopping behavior of duty-free shops has several characteristics. PD gender of Chinese tourists: King power (Rangnum Rd.) in Bangkok, Thailand. More women than men shop in duty-free shops. The age of Chinese tourists. Most of the tourists and shoppers are at the age of 21 and 30. Chinese tourists in Bangkok King power (Rangnum Rd.) The purpose of duty-free shops to buy goods: most Chinese tourists buy goods for their own use. Chinese tourists in Bangkok King power (Rangnum Rd.) Duty-free shops buy goods: most of the goods purchased by Chinese tourists are cosmetics, accounting for 30.78%. The second is the products with national characteristics, accounting for 14.50%. The cost of Chinese tourists buying goods: the results of the survey show that Chinese tourists are at King power (Rangnum Rd.) Duty-free shops spend more than 5000 baht on goods. How Chinese tourists choose to buy goods: Chinese tourists in King power (Rangnum Rd.) Duty-free shops basically rely on their own experience and preferences to buy goods. Chinese tourists in King power (Rangnum Rd.), Bangkok The shopping behavior of duty-free shops is regarded as the analysis target. This paper applies the theory and method of marketing, combined with the characteristics of Chinese tourists' consumption behavior and the analysis of the present situation of Thai tourism shopping market, and uses the method of market research to analyze the shopping behavior of Chinese tourists at duty-free shops in Bangkok. Finally, the corresponding improvement measures and suggestions are put forward, and it is hoped that the research in this paper can help Thailand's tourism industry to develop more healthily and better meet the needs of Chinese tourists.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F593.36
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1 蘇逸濤;中國旅游者在曼谷King Power（Rangnum Rd.）免稅店購物行為研究[D];昆明理工大學;2014年
，本文編號：2512370
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