本文關(guān)鍵詞：俄羅斯旅游者在三亞旅游消費(fèi)行為研究　出處：《昆明理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著金融危機(jī)影響的逐步消退,世界旅游市場也在火熱,雖然目前增長率還不算高,但是人們外出旅游的熱情高漲,會拉動經(jīng)濟(jì)內(nèi)需,對整個(gè)經(jīng)濟(jì)結(jié)構(gòu)有很大的影響。中國和俄羅斯積極實(shí)施全方位、多元化的革新開放政策,經(jīng)濟(jì)獲得持續(xù)增長,中俄兩國人民的生活水平不斷提高,跨國旅游也在不斷發(fā)展。本文將以俄羅斯赴中國旅游消費(fèi)行為為例,分析從旅游、旅游目的地選擇、出國旅游動機(jī)、影響俄羅斯旅客選擇中國旅游的因素、消費(fèi)者旅游中關(guān)心的因素等方面的消費(fèi)行為進(jìn)行調(diào)查。對俄羅斯旅游者而言,其旅游目的以散心、體驗(yàn)民族文化和社交目的為主。消費(fèi)者選擇旅游目的地主要根據(jù)自己所掌握的信息以及經(jīng)濟(jì)狀況來做出選擇。俄羅斯消費(fèi)者旅游中所關(guān)注的因素依次為購物、當(dāng)?shù)孛袼孜幕腿宋木坝^。本論文對200名到中國三亞旅游的俄羅斯旅游者消費(fèi)行為信息進(jìn)行問卷調(diào)查,主要目的是了解俄羅斯被訪者在旅游中的消費(fèi)行為,包括來中國三亞的原因、購買的目的、購買的商品種類、購物花銷、對旅游商品的評價(jià)、對商品質(zhì)量的評價(jià)、旅游中產(chǎn)生的問題、對三亞提高旅游服務(wù)質(zhì)量的建議等。研究結(jié)果顯示：第一,海南旅游開拓俄羅斯客源市場,具有可行性和必要性,但目前存在海南在俄羅斯缺乏知名度,營銷力量薄弱,營銷形式單一,旅游產(chǎn)品陳舊,交通不便等問題；第二,海南旅游開拓俄羅斯市場面臨的總體形勢是行業(yè)競爭激烈,但內(nèi)部優(yōu)勢大于劣勢,外部機(jī)會大于威脅；第三,俄羅斯游客來海南的主要目的是休閑度假,對海南的熱帶濱海資源最為感興趣,在海南帶的時(shí)間普遍較長,消費(fèi)水平較高；第四,開拓俄羅斯市場,海南省三亞市應(yīng)把25歲到45歲的俄羅斯中青年休閑度假客定位目標(biāo)市場,以中國熱帶休閑度假海島為旅游地形象,重點(diǎn)發(fā)展休閑度假旅游產(chǎn)品,價(jià)格以經(jīng)濟(jì)實(shí)惠為主,加強(qiáng)與俄羅斯旅游商的合作,多種方式展開促銷,并且,采取保護(hù)海南生態(tài)環(huán)境,提升海南旅游軟實(shí)力等措施。
[Abstract]:With the impact of the financial crisis gradually receding, the world tourism market is also hot, although the current growth rate is not high, but people go out of the enthusiasm for tourism, will stimulate economic domestic demand. China and Russia have actively implemented a comprehensive and diversified policy of innovation and opening, sustained economic growth, and the living standards of the people of China and Russia have been continuously improved. Transnational tourism is also developing. This paper will take Russia's tourist consumption behavior to China as an example, analyze the factors that affect Russian tourists' choice of Chinese tourism from the aspects of tourism, tourism destination choice, travel motivation of abroad and the factors affecting Russian tourists' choice of Chinese tourism. Consumer tourism is concerned with the factors such as consumer behavior investigation. For Russian tourists, its tourism purpose is to relax. Consumer choice of tourist destination is mainly based on their own information and economic situation. Russian consumer tourism concerns the following factors: shopping. The purpose of this paper is to investigate the consumer behavior of Russian tourists in Sanya, China. Including the reasons for coming to Sanya, the purpose of purchase, the types of goods purchased, shopping expenses, the evaluation of tourist commodities, the evaluation of commodity quality, and the problems arising from tourism. The research results show that: first, Hainan tourism to explore the Russian tourist market is feasible and necessary, but there is a lack of awareness of Hainan in Russia. The marketing power is weak, the marketing form is single, the tourism product is old, the transportation is inconvenient and so on; Second, Hainan tourism development Russia market is facing the overall situation is fierce competition in the industry, but the internal advantages are greater than weaknesses, external opportunities are greater than threats; Third, the main purpose of Russian tourists to Hainan is leisure vacation, most interested in Hainan's tropical coastal resources, in Hainan generally longer time, higher consumption level; In 4th, to develop the Russian market, Sanya City, Hainan Province, should be 25 to 45 years old young Russian leisure vacationers target market, with China's tropical leisure island as a tourist destination image. Focus on the development of leisure vacation tourism products, the price of economic benefits, strengthen cooperation with Russian tour companies, a variety of ways to launch sales promotion, and take measures to protect the ecological environment of Hainan. Enhance Hainan tourism soft power and other measures.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F592.7

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