本文選題：銀行職員 + 旅游消費(fèi)行為��； 參考：《陜西師范大學(xué)》2013年碩士論文

【摘要】：近年來(lái),隨著社會(huì)全面發(fā)展和人們消費(fèi)能力的提升,旅游活動(dòng)逐漸大眾化,旅游需求也展露出個(gè)性化發(fā)展趨勢(shì)。旅游需求個(gè)性化要求高度的市場(chǎng)細(xì)分化,市場(chǎng)的細(xì)化促生了利基市場(chǎng)在旅游行業(yè)的應(yīng)用。市場(chǎng)利基的關(guān)鍵因素是專(zhuān)業(yè)化,通過(guò)專(zhuān)業(yè)化來(lái)體現(xiàn)集中化,這就要求對(duì)旅游市場(chǎng)進(jìn)行不同程度的細(xì)分。 通過(guò)對(duì)群體生活狀態(tài)和消費(fèi)能力的分析,本研究選擇銀行職員這一細(xì)分市場(chǎng)進(jìn)行調(diào)查分析,對(duì)該細(xì)分市場(chǎng)進(jìn)行專(zhuān)業(yè)化、集中化的定位和剖析,為市場(chǎng)利基者提供決策建議。選擇銀行職員群體的原因有兩個(gè),其一是高消費(fèi)能力,銀行職員大部分處于城市,是人們平日眼中的具有高收入的職業(yè)白領(lǐng),消費(fèi)水平受收入水平的直接制約和影響,所以銀行職員也是高消費(fèi)群體。目前社會(huì)隨著收入水平的提高,人們的消費(fèi)水平也在悄然變化,隨著消費(fèi)支出重點(diǎn)的轉(zhuǎn)移,人們的消費(fèi)內(nèi)容逐漸向精神和文化層面轉(zhuǎn)化,精神消費(fèi)和文化消費(fèi)逐步增多。其二是強(qiáng)休閑欲望,這一方面是現(xiàn)代社會(huì)的大勢(shì)所趨,另一方面也是由該群體較大的工作生活壓力所致,而旅游是放松身心,緩解壓力的一個(gè)重要方式。隨著旅游活動(dòng)大眾化的趨勢(shì),在工作生活壓力巨大的環(huán)境下,選擇出游是越來(lái)越多人的選擇。了解該細(xì)分市場(chǎng)的旅游消費(fèi)行為,開(kāi)拓此類(lèi)利基市場(chǎng)有著重大的實(shí)踐意義。 本研究通過(guò)對(duì)研究對(duì)象的深度訪談和實(shí)地問(wèn)卷調(diào)查,獲取到了關(guān)于銀行職員群體旅游消費(fèi)行為相關(guān)一手?jǐn)?shù)據(jù),對(duì)數(shù)據(jù)進(jìn)行數(shù)理統(tǒng)計(jì)分析和語(yǔ)義分析,歸納總結(jié)發(fā)現(xiàn)該群體的旅游消費(fèi)行為特征有：普遍存在出游意愿,年出游頻次集中在1-4次；“緩解壓力,放松心情”和“觀光休閑”是典型的旅游動(dòng)機(jī)；集中在法定假期、雙休日及帶薪假期三個(gè)時(shí)間段進(jìn)行出游,且一般停留時(shí)間在2-5天；首選與家人／親朋等比較熟悉和親密的人進(jìn)行自助式旅游；年旅游花費(fèi)相對(duì)均衡,5000元以內(nèi)與5000元以上所占比例基本持平,單次最高消費(fèi)集中在2000元以上；看重旅行社的信譽(yù)和服務(wù)質(zhì)量,對(duì)旅游價(jià)格不敏感；認(rèn)可媒介廣告和公共關(guān)系營(yíng)銷(xiāo),依賴(lài)網(wǎng)絡(luò)和親朋了解旅游信息；餐飲注重地方特色,不喜好KFC類(lèi)快餐店；突出偏好經(jīng)濟(jì)型酒店；主要交通方式是火車(chē)、飛機(jī)和私家車(chē)；典型偏好自然山水類(lèi)和民族風(fēng)情類(lèi)旅游資源,城市園林類(lèi)和特色節(jié)慶活動(dòng)旅游資源偏好不明顯；偏好在特色購(gòu)物街、紀(jì)念品專(zhuān)營(yíng)店購(gòu)買(mǎi)當(dāng)?shù)靥禺a(chǎn)和旅游紀(jì)念品；具有較強(qiáng)的出境潛力,出境旅游目的地主要集中在歐洲、加美、澳新和東南亞。不同性別的銀行職員在對(duì)旅游活動(dòng)核心要素的餐飲、住宿和交通方面性別偏好差異顯著,在旅游景點(diǎn)和旅游購(gòu)物方面無(wú)明顯的性別差異：①女性的餐飲偏好更集中,而男性的偏好個(gè)體差別較大,散布于高檔餐廳與中低檔餐廳之間；②男性偏好于高檔消費(fèi)的住宿設(shè)施,女性偏好集中在中低檔消費(fèi)水平的住宿設(shè)施上；③男性較女性對(duì)于飛機(jī)和自駕車(chē)有著明顯偏好；④旅游景點(diǎn)偏好無(wú)顯著性差異,趨同性明顯；⑤在旅游購(gòu)物方面銀行職員性別差異不顯著,均偏好當(dāng)?shù)靥禺a(chǎn)類(lèi)和工藝紀(jì)念品類(lèi)等旅游商品,而女性并沒(méi)有表現(xiàn)出對(duì)金銀首飾類(lèi)和化妝品等產(chǎn)品的偏好。 鑒于此,針對(duì)開(kāi)拓和鞏固銀行職員細(xì)分市場(chǎng),本研究提出了以下幾方面的建議：旅行社品牌化和服務(wù)提升；經(jīng)濟(jì)型酒店的個(gè)性化促銷(xiāo)；旅游產(chǎn)品的文化創(chuàng)新；在線旅行服務(wù)網(wǎng)站的群體滲透；新型休閑旅游產(chǎn)品的推廣等。
[Abstract]:In recent years , with the overall development of society and the improvement of people ' s consumption ability , the tourism activities gradually become more popular , and the tourism demand also shows the development trend . The tourism demand personalization requires a high degree of market differentiation , and the refinement of the market promotes the application of the niche market in the tourism industry . The key factor of the market niche is specialization , which reflects the centralization through specialization , which demands a different degree of subdivision of the tourism market .

Based on the analysis of the group ' s living state and consumption ability , this study selects bank employees to carry out investigation and analysis , and makes decision - making suggestions for the market niche .

Based on the deep interview and the field survey of the subjects , this paper obtains the data about the tourist consumption behavior of the bank staff group , analyzes the data and the semantic analysis , and concludes that the characteristics of the tourism consumption behavior of the group are as follows : the prevailing willingness to travel , the annual excursion frequency is concentrated in 1 - 4 times ;
" relieving stress , relaxing mood " and " sightseeing and leisure " are typical tourist motives ;
Focus on the statutory holidays , double rest days and paid leave for three periods of time , and the average residence time is 2 - 5 days ;
It is preferred to conduct self - service tourism with familiar and intimate persons , such as family members / relatives and friends ;
The annual tourism cost is relatively balanced , the proportion of 5,000 yuan and more than 5000 yuan is basically flat , the single highest consumption is more than 2000 yuan ;
The reputation and quality of service of tour operators are not sensitive to the price of travel ;
Recognize media advertising and public relations marketing , rely on networks and relatives and friends to learn about travel information ;
catering to local characteristics , not to taste the fast food restaurants ;
prominent preference for economical hotels ;
The main modes of transportation are trains , airplanes and private cars .
There is no obvious preference for the tourism resources of natural mountains and water and national wind conditions , and the tourism resources of urban gardens and special festivals are not obvious ;
prefer to buy local specialty products and tourist souvenirs at specialty shopping streets and souvenir stores ;
With strong exit potential , the destination of outbound travel is mainly concentrated in Europe , Canada , Macao and South - East Asia . Bank staff of different sex have significant differences in catering , accommodation and transportation of the core elements of tourism activities . There is no obvious sex difference in tourist attraction and tourism shopping : ( 1 ) Female catering preference is more concentrated , while male preference individual difference is larger , spread between high - end restaurant and middle - low - grade restaurant ;
( 2 ) Male preference for high - end consumer accommodation facilities , female preference is concentrated in low - grade consumer accommodation facilities ;
( 3 ) There is obvious preference for women in the airplane and self - driving ;
( 4 ) There was no significant difference in the preferences of tourist attractions , and the convergence was obvious ;
( 5 ) There is no significant difference in the sex difference between the staff of the bank staff in the area of tourism shopping , and the preference of local specialties and crafts souvenirs is preferred , and the female does not show preference for products such as gold and silver jewelry and cosmetics .

In view of this , in view of the development and consolidation of the segment market of bank employees , the following suggestions are put forward : brand and service promotion of travel agents ;
Personalized promotion of economical hotels ;
Cultural Innovation of Tourism Products
Group penetration of online travel service websites ;
The promotion of new leisure tourism products , etc .

【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F592.6

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