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

【摘要】：“80后”逐漸在各個領域成為新生主力軍,其獨特的價值與生活方式也引起了社會和學術界對“80后”的廣泛關注。作為特殊文化、社會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、成長環(huán)境等對“80后”群體旅游消費行為產(chǎn)生了重大影響,對市場而言“80后”可謂蘊藏著巨大的商機�！�80后”有足夠的經(jīng)濟實力,并己經(jīng)成為重要旅游群體之一,之后還將對旅游產(chǎn)生非常重要的影響。目前學術界對“80后”生活形態(tài)及旅游消費行為欠缺深入的和系統(tǒng)化的研究,更缺凡相關的實證研究。對“80后”生活形態(tài)及旅游消費行為的研究能夠幫助企業(yè)更清楚的認識到“80后”消費者的真實面貌,有利于企業(yè)制定有針對性的營銷策略。 對此本文以“80后”生活形態(tài)為出發(fā)點,采用理論研究和實研究相結合的方法,以“80后”生活形態(tài)為基礎對旅游消費行為展開研究。本文運用文獻研究,對“80后”、生活形態(tài)等關鍵概念進行定義和解釋�？偨Y了學者對“80后”、生活形態(tài)以及旅游消費行為相關理論,為本文奠定了充分的理論基礎。進而結合訪談研究結合文獻梳理,提出了基于生活形態(tài)的“80后”旅游消費行為研究模型。進而通過問卷調查對問卷的數(shù)據(jù)進行因子分析,總結出“80后”生活形態(tài)的8個構面,分別為獨特個性、社會交際、運動健康、品味追求、時尚享受、家庭和諧、信息渠道和生活質量。此外,本文還通過方差分析、回歸分析,識別出不同“80后”在生活形態(tài)和旅游消費行為上的差異,并對“80后”生活形態(tài)進行聚類分析。最后,已研究生活形態(tài)在調節(jié)變量下對旅游消費行為的作用。通過進一步文獻整理,比較“不同生活形態(tài)旅游消費行為的差異,以此為基礎提出針對“80后”旅游消費群體的營銷建議,希望研究能夠有意于旅游業(yè)及其它相關企業(yè)的營銷。
[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.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.6;F713.55

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本文編號：2069656