本文選題：中國自助游客　切入點：旅游消費行為　出處：《中央民族大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：自助旅游是當今一種比較時尚的旅游方式,因出游自由、體現(xiàn)個性而深受旅游者喜愛。泰國已成為中國自助游客旅游的主要目的地之一,中國游客對泰國經(jīng)濟和社會的發(fā)展都起著很重要的作用。旅游業(yè)的發(fā)展不僅給泰國人民創(chuàng)造了就業(yè)機會,提高泰國人民收入,還促進了相關(guān)行業(yè)的發(fā)展,繁榮了泰國經(jīng)濟。泰國華欣市是旅游發(fā)展大市,非常重視旅游業(yè)發(fā)展。中國游客是華欣縣的重要客源,華欣縣非常重視吸引中國游客到當?shù)芈糜?但是對于中國游客消費特征把握還不準確,在旅游發(fā)展的一些方面還存在弊端。因此,本研究選擇來華欣的中國自助游游客為研究對象,采用問卷調(diào)查的方法收集游客消費行為方面的相關(guān)數(shù)據(jù)。選擇中國自助游游客喜歡的華欣火車站、華欣夜市、華欣海灘等著名旅游景點進行隨機調(diào)查。本次調(diào)查共發(fā)放問卷400份問卷,回收問卷400份,回收率100%;其中有效問卷362分,有效率90%。對調(diào)研獲得的數(shù)據(jù)運用SPSS23.0進行描述統(tǒng)計分析,包括頻數(shù)分析、統(tǒng)計描述分析、均值描述分析等。探究影響中國自助游游客在華欣旅游消費行為的因素,了解中國自助游游客的消費行為特征和對華欣的滿意度,并且針對華欣旅游業(yè)目前存在的問題提出相應(yīng)的發(fā)展建議。從人口統(tǒng)計學(xué)特征、游客決策行為、游客消費行為以及游客來華欣的行為偏好四個方面進行分析。在人口統(tǒng)計學(xué)方面,到華欣旅游的中國自助游游客一半以上是女性,以青年游客為主,游客主要來自香港、上海和廣東三個地區(qū),學(xué)歷普遍偏高且消費水平較高。在游客決策行為方面,選擇與親朋結(jié)伴出游,以度假休閑和旅游觀光為主,在出行前通過互聯(lián)網(wǎng)搜集旅游信息,通常選擇高星級酒店住宿。中國自助游游客到華欣旅游的動機主要是放松身心、緩解壓力,因此當?shù)氐木蚐PA項目是最受歡迎的旅游項目。在旅游消費方面,中國自助游游客到華欣旅游主要的消費項目是住宿和餐飲,用于娛樂和光觀景點的消費較低。中國自助游游客到華欣旅游在餐飲選擇方面主要考慮食品的質(zhì)量,在住宿、交通、景點、娛樂選擇方面主要考慮安全因素。最終,中國自助游游客對華欣旅游活動的六要素(吃、住、行、游、購、娛)整體評價較高,但華欣旅游仍然存在一些問題,包括交通不便捷、語言交流不通暢、道路標志欠缺、餐飲質(zhì)量安全等問題。為了提高中國自助游游客在華欣的旅游滿意度和重游率,針對華欣存在的問題,本文提出了相關(guān)的解決對策和建議。主要包括明確旅游市場游客需求,進行市場細分;提高交通的便利度,完善市內(nèi)交通基礎(chǔ)設(shè)施,加強市場監(jiān)管力度;加強旅游資源開發(fā)與保護,重點開發(fā)當?shù)靥厣幕凸沤ㄖ?注重旅游營銷與宣傳,尤其是口口相傳;加強政府管理加強市場監(jiān)管;豐富旅游商品,加強娛樂項目監(jiān)管力度。
[Abstract]:Self-service tourism is a more fashionable way of traveling nowadays, and is popular with tourists because of their freedom of travel and personality. Thailand has become one of the main destinations for self-help tourists in China. Chinese tourists play a very important role in the economic and social development of Thailand. The development of tourism not only creates employment opportunities for the Thai people and raises their incomes, but also promotes the development of related industries. The Thai economy has flourished. The city of Huaxin, Thailand, is a big city for tourism development and attaches great importance to the development of tourism. Chinese tourists are an important source of tourists for Huaxin County, which attaches great importance to attracting Chinese tourists to the local area. However, it is not accurate to grasp the characteristics of Chinese tourists' consumption, and there are still some drawbacks in some aspects of tourism development. Therefore, this study chooses Chinese self-visiting tourists who come to Huaxin as the research object. Using the method of questionnaire to collect the relevant data of tourists' consumption behavior. Choose Huaxin Railway Station, Huaxin Night Market, which is the favorite of Chinese self-visiting tourists. A random survey was conducted at famous tourist attractions such as Huaxin Beach. A total of 400 questionnaires were sent out in this survey, 400 questionnaires were returned, and the recovery rate was 100. Among them, the valid questionnaire was 362 points and the effective rate was 90. The data obtained from the survey were described and analyzed by SPSS23.0. Including frequency analysis, statistical description analysis, mean description analysis, etc. To explore the factors that affect the tourist consumption behavior of Chinese self-visiting tourists in Huaxin, to understand the consumer behavior characteristics of Chinese self-visiting tourists and their satisfaction with Huaxin. And in view of the problems existing in Huaxin tourism industry, the corresponding development suggestions are put forward. According to the demographic characteristics, tourist decision making behavior, In terms of demographics, more than half of the Chinese self-visiting tourists to Huaxin are women, mainly young tourists, mainly from Hong Kong. In Shanghai and Guangdong, education is generally on the high side and the level of consumption is relatively high. In the decision-making behavior of tourists, they choose to go out in company with friends and family, mainly for vacation, leisure and tourism, and collect travel information through the Internet before they go out. Chinese tourists who visit Huaxin are mainly motivated by relaxation and stress relief, so the local essential oil SPA program is the most popular tourist project. In terms of tourism consumption, The main consumption items for Chinese self-help tourists to visit Huaxin are accommodation and catering, which are low for entertainment and sightseeing attractions. Chinese self-help tourists traveling to Huaxin mainly consider the quality of food, accommodation and transportation. Scenic spots and entertainment choices mainly consider security factors. In the end, the overall evaluation of the six elements (eating, living, traveling, shopping and entertaining) of Huaxin's tourist activities by Chinese self-visiting tourists is relatively high, but there are still some problems in Huaxin's tourism. In order to improve the tourist satisfaction and revisiting rate of Chinese self-visiting tourists in Huaxin, the problems existing in Huaxin are pointed out, including the transportation is not convenient, the language exchange is not smooth, the road sign is lacking, the food and beverage quality is safe and so on. This paper puts forward the relevant countermeasures and suggestions. It mainly includes clarifying the tourist demand of the tourist market, subdividing the market, improving the traffic convenience, perfecting the urban transportation infrastructure, and strengthening the market supervision and control. Strengthen the development and protection of tourism resources, focus on the development of local culture and ancient buildings; pay attention to tourism marketing and publicity, especially word of mouth; strengthen government management and strengthen market supervision; enrich tourism commodities, strengthen the supervision of entertainment projects.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55

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