洞察旅游者的出游動(dòng)機(jī),是目的地做好宣傳推廣的關(guān)鍵因素。本文運(yùn)用推拉理論,對(duì)中國(guó)旅游者訪問(wèn),關(guān)于去奧地利維也納的旅游動(dòng)機(jī)進(jìn)行研究,以及對(duì)奧地利維也納做好中國(guó)市場(chǎng)的目的地營(yíng)銷(xiāo)和推廣有所裨益。維也納在中國(guó)具有廣泛的知名度和美譽(yù)度,但官方旅游數(shù)據(jù)顯示并不是太多的中國(guó)游客專(zhuān)程去維也納旅行。因此,針對(duì)中國(guó)旅游者的動(dòng)機(jī)和需求,做好精準(zhǔn)營(yíng)銷(xiāo)并量身定做符合旅游者需求的旅游產(chǎn)品,將會(huì)給維也納帶來(lái)更多的中國(guó)游客。本文將重點(diǎn)關(guān)注在推拉因子及潛在旅游者的旅游偏好。本文采用定量分析和定性分析相結(jié)合的方法。通過(guò)線上調(diào)查問(wèn)卷,獲取量化數(shù)據(jù)。運(yùn)用頻次分析、描述性分析、因子分析、相關(guān)分析及單因素方差分析等方法對(duì)問(wèn)卷數(shù)據(jù)進(jìn)行分析。本文研究結(jié)果表明:中國(guó)出境游客的動(dòng)機(jī)和需求持續(xù)變化,同時(shí)闡述了將維也納變成中國(guó)出境游客的主要旅游目的地所應(yīng)做的改變,反過(guò)來(lái)也將更好的了解當(dāng)今增長(zhǎng)最快的市場(chǎng)之一,——中國(guó)出境旅游市場(chǎng)。 

【文章來(lái)源】：北京第二外國(guó)語(yǔ)學(xué)院北京市

【文章頁(yè)數(shù)】：171 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
內(nèi)容摘要
abstract
CHAPTER 1 Introduction
    1.1 Context
    1.2 Main purpose of this study
    1.3 Main Research Questions
    1.4 Introduction to Austria
    1.5 Introduction to Vienna
CHAPTER 2 Literature Review
    2.1 Tourism in Austria
    2.2 Tourism in Vienna
        2.2.1 Previous outlook
        2.2.2 Results 2016
        2.2.3 Hotel industry
        2.2.4 Airport
        2.2.5 Congress tourism
    2.3 Chinese outbound tourism
    2.4 The Chinese Tourist
    2.5 Travel Motivation
    2.6 Push and Pull
    2.7 Previous studies
        2.7.1 Tourism motivation measurement tools
        2.7.2 Motivational factors and demographic characteristics
        2.7.3 Comparison of tourism motivations
CHAPTER 3 Methodology
    3.1 Research Design
    3.2 Research Methodology
        3.2.1 Research Instrument
        3.2.2 Survey sample
    3.3 Data processing
CHAPTER 4 Analysis and Interpretation
    4.1 Preliminary Analysis and Interpretation
        4.1.1 Previous outbound experience and future outbound plans
        4.1.2 Travel Motivation
        4.1.3 Reasons for considering Vienna as a destination
        4.1.4 Desired Attributes of a Trip to Visit Vienna
        4.1.5 Socio-demographic Information
    4.2 Further Analysis and Interpretation
        4.2.1 Factor analysis of push factors
        4.2.2 Factor analysis of pull factors
        4.2.3 Factor analysis of combined factors
        4.2.4 Pearson Correlation Analysis
        4.2.5 ANOVA Analysis by Socio-demographics
CHAPTER 5: Conclusions
    5.1 Findings
        5.1.1 Preliminary findings
        5.1.2 Advanced findings
    5.2 Implications
    5.3 Limitations
    5.4 Recommendations
References
Appendix
    Appendix I: Figures and Tables
    Appendix II: Questionnaire
作者簡(jiǎn)介
附錄
附件



本文編號(hào)：3343388