本文選題：“80后” + 生活形態(tài)　； 參考：《廣西師范大學(xué)》2013年碩士論文

【摘要】：“80后”逐漸在各個(gè)領(lǐng)域成為新生主力軍,其獨(dú)特的價(jià)值與生活方式也引起了社會(huì)和學(xué)術(shù)界對(duì)“80后”的廣泛關(guān)注。作為特殊文化、社會(huì)背景下形成的一代人群其有2億左右的人口。特殊的文化環(huán)境、成長(zhǎng)環(huán)境等對(duì)“80后”群體旅游消費(fèi)行為產(chǎn)生了重大影響,對(duì)市場(chǎng)而言“80后”可謂蘊(yùn)藏著巨大的商機(jī)。“80后”有足夠的經(jīng)濟(jì)實(shí)力,并己經(jīng)成為重要旅游群體之一,之后還將對(duì)旅游產(chǎn)生非常重要的影響。目前學(xué)術(shù)界對(duì)“80后”生活形態(tài)及旅游消費(fèi)行為欠缺深入的和系統(tǒng)化的研究,更缺凡相關(guān)的實(shí)證研究。對(duì)“80后”生活形態(tài)及旅游消費(fèi)行為的研究能夠幫助企業(yè)更清楚的認(rèn)識(shí)到“80后”消費(fèi)者的真實(shí)面貌,有利于企業(yè)制定有針對(duì)性的營(yíng)銷(xiāo)策略。 對(duì)此本文以“80后”生活形態(tài)為出發(fā)點(diǎn),采用理論研究和實(shí)研究相結(jié)合的方法,以“80后”生活形態(tài)為基礎(chǔ)對(duì)旅游消費(fèi)行為展開(kāi)研究。本文運(yùn)用文獻(xiàn)研究,對(duì)“80后”、生活形態(tài)等關(guān)鍵概念進(jìn)行定義和解釋�？偨Y(jié)了學(xué)者對(duì)“80后”、生活形態(tài)以及旅游消費(fèi)行為相關(guān)理論,為本文奠定了充分的理論基礎(chǔ)。進(jìn)而結(jié)合訪談研究結(jié)合文獻(xiàn)梳理,提出了基于生活形態(tài)的“80后”旅游消費(fèi)行為研究模型。進(jìn)而通過(guò)問(wèn)卷調(diào)查對(duì)問(wèn)卷的數(shù)據(jù)進(jìn)行因子分析,總結(jié)出“80后”生活形態(tài)的8個(gè)構(gòu)面,分別為獨(dú)特個(gè)性、社會(huì)交際、運(yùn)動(dòng)健康、品味追求、時(shí)尚享受、家庭和諧、信息渠道和生活質(zhì)量。此外,本文還通過(guò)方差分析、回歸分析,識(shí)別出不同“80后”在生活形態(tài)和旅游消費(fèi)行為上的差異,并對(duì)“80后”生活形態(tài)進(jìn)行聚類分析。最后,已研究生活形態(tài)在調(diào)節(jié)變量下對(duì)旅游消費(fèi)行為的作用。通過(guò)進(jìn)一步文獻(xiàn)整理,比較“不同生活形態(tài)旅游消費(fèi)行為的差異,以此為基礎(chǔ)提出針對(duì)“80后”旅游消費(fèi)群體的營(yíng)銷(xiāo)建議,希望研究能夠有意于旅游業(yè)及其它相關(guān)企業(yè)的營(yíng)銷(xiāo)。
[Abstract]:The "post-80s" has gradually become the main force of the new generation in various fields, and its unique value and way of life have also aroused the widespread concern of the society and the academic community for the "post-80s". As a special culture, a generation of people formed under the social background has a population of about 200 million. The special cultural environment and growth environment have a great influence on the "post-80s" group tourism consumption behavior. For the market, "post-80s" can be described as a huge business opportunity. "post-80s" has sufficient economic strength. And has become one of the important tourism groups, and will also have a very important impact on tourism. At present, there is a lack of in-depth and systematic research on the life style and tourism consumption behavior of the post-80s generation in academic circles, and there is also a lack of relevant empirical research. The study on the life form and tourism consumption behavior of the "post-80s" can help enterprises to understand the true appearance of the "post-80s" consumers and help the enterprises to formulate targeted marketing strategies. This paper takes the life form of "post-80s" as the starting point, adopts the method of combining theoretical research and real research, and studies tourism consumption behavior on the basis of "post-80s" life form. This paper uses literature research to define and explain some key concepts, such as "after 80" and "life form". This paper summarizes scholars' theories about post-80s, life form and tourism consumption behavior, which lays a sufficient theoretical foundation for this paper. Combined with interview research and literature review, this paper puts forward a model of "post-80s" tourism consumption behavior based on life form. Then, through the factor analysis of questionnaire data, eight aspects of "post-80s" life form are summarized, which are unique personality, social communication, sports health, taste pursuit, fashion enjoyment, family harmony, etc. Access to information and quality of life. In addition, by means of variance analysis and regression analysis, this paper identifies the differences in life form and tourism consumption behavior between the "post-80s" and "post-80s", and makes a cluster analysis of the "post-80s" life form. Finally, the effect of life form on tourism consumption behavior is studied. Through further literature review, this paper compares the differences of tourism consumption behaviors in different life forms, and puts forward marketing suggestions for the "post-80s" tourism consumer groups on the basis of this, hoping to study the marketing of tourism and other related enterprises.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.6;F713.55

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本文編號(hào)：2069656