基于消費(fèi)者偏好的桂林低碳旅游產(chǎn)品營銷策略研究
發(fā)布時(shí)間：2018-09-15 19:57
【摘要】：2009年12月7日的哥本哈根氣候峰會(huì)召開之后,“低碳經(jīng)濟(jì)”的議題持續(xù)升溫,受到了全球范圍內(nèi)的廣泛關(guān)注,環(huán)境問題再一次被提上了各國議程。要想從根本上應(yīng)對(duì)全球氣候變暖,全人類必須減少化石燃料的使用,實(shí)現(xiàn)低碳的生產(chǎn)消費(fèi)方式。在保護(hù)地球,實(shí)現(xiàn)社會(huì)可持續(xù)發(fā)展,倡導(dǎo)健康生活的理念下,發(fā)展低碳經(jīng)濟(jì)己成為全球各個(gè)國家的共識(shí)。隨著旅游業(yè)在國民經(jīng)濟(jì)產(chǎn)業(yè)中的地位日益突顯,旅游企業(yè)的市場競爭也必將日益激烈。在旅游業(yè)不斷發(fā)展的同時(shí),也暴露出了很多環(huán)境問題,如對(duì)當(dāng)?shù)刈匀慌c生物系統(tǒng)的破壞、大氣污染、廢棄物污染、污水排放等環(huán)境問題的不斷出現(xiàn),使旅游業(yè)由傳統(tǒng)意義上的“無煙產(chǎn)業(yè)”變成了高排放、高污染、高消耗的“三高”產(chǎn)業(yè)。但從旅游業(yè)的依托資源、性質(zhì)、特點(diǎn)和結(jié)構(gòu)來看,它又具有著低碳排放的突出優(yōu)勢(shì)。因此發(fā)展低碳旅游,提高競爭力成為旅游企業(yè)獲得生存和發(fā)展的必要手段。據(jù)研究預(yù)測,中國將在2020年成為世界上第一旅游目的地大國,而桂林作為全球知名旅游城市之一,實(shí)行低碳旅游勢(shì)在必行。 本研究從消費(fèi)者偏好視角出發(fā),在認(rèn)真學(xué)習(xí)、廣泛收集國內(nèi)外關(guān)于旅游營銷和低碳旅游相關(guān)理論與實(shí)踐等諸多研究成果的基礎(chǔ)上,充分把握桂林市現(xiàn)有旅游資源狀況,通過對(duì)桂林游客對(duì)低碳旅游認(rèn)知度和旅游者消費(fèi)偏好特點(diǎn)的問卷調(diào)查,對(duì)數(shù)據(jù)進(jìn)行收集與整理,再以旅游產(chǎn)品營銷理論為基礎(chǔ),以消費(fèi)者偏好為視角,結(jié)合桂林旅游實(shí)際情況,進(jìn)行桂林市旅游城市低碳化營銷策略的設(shè)計(jì)。本文總共分為六章： 第一章,導(dǎo)論。對(duì)本文研究的背景及意義、研究的方法和思路,以及文章的主要內(nèi)容做了總體上的介紹。指出本研究的理論意義和現(xiàn)實(shí)意義。 第二章,理論基礎(chǔ)與相關(guān)文獻(xiàn)綜述。本章主要對(duì)基本概念進(jìn)行界定,對(duì)旅游營銷相關(guān)理論進(jìn)行介紹,對(duì)國內(nèi)外關(guān)于低碳旅游相關(guān)理論研究進(jìn)行綜述,為下文的研究打下了堅(jiān)實(shí)的理論基礎(chǔ)。 第三章,桂林旅游業(yè)狀況及發(fā)展低碳旅游的優(yōu)勢(shì)分析。首先介紹了桂林旅游業(yè)發(fā)展?fàn)顩r,指出了現(xiàn)階段桂林旅游業(yè)面臨的挑戰(zhàn),接著對(duì)桂林開展低碳旅游的優(yōu)勢(shì)進(jìn)行了分析。 第四章,低碳旅游營銷策略的研究。首先對(duì)桂林低碳旅游的發(fā)展條件進(jìn)行分析,指出桂林成功開展低碳旅游的優(yōu)劣勢(shì),接著結(jié)合桂林旅游實(shí)際特點(diǎn),以了解游客低碳認(rèn)知度和消費(fèi)特點(diǎn)為目的,針對(duì)性地制作調(diào)查問卷,分析現(xiàn)階段關(guān)于游客旅游消費(fèi)特點(diǎn)。由此得出結(jié)論：(1)游客對(duì)低碳旅游認(rèn)知不夠；(2)旅游者的消費(fèi)偏好與低碳旅游的消費(fèi)特點(diǎn)并不一致(3)影響旅游者消費(fèi)偏好是低碳旅游營銷的實(shí)現(xiàn)路徑。 第五章,低碳旅游營銷策略的設(shè)計(jì)。本文根據(jù)第三部分問卷調(diào)查得出的結(jié)果,從旅游者消費(fèi)偏好的視角,基于旅游產(chǎn)品營銷的理論,結(jié)合桂林旅游的實(shí)際特點(diǎn),針對(duì)性地進(jìn)行低碳旅游營銷策略的設(shè)計(jì),為企業(yè)在新形勢(shì)下制定旅游營銷策略提供參考。 第六章,總結(jié)。具體歸納本研究的結(jié)論,并指出本文研究存在的不足之處。
[Abstract]:After the Copenhagen Climate Summit on December 7, 2009, the issue of "low-carbon economy" has attracted worldwide attention. Environmental issues have once again been put on the agenda of all countries. Under the concept of protecting the earth, realizing the sustainable development of society and advocating a healthy life, developing a low-carbon economy has become the consensus of all countries in the world. Environmental problems, such as the destruction of local natural and biological systems, air pollution, waste pollution, sewage discharge and other environmental problems continue to emerge, so that tourism from the traditional sense of "smoke-free industry" into a high emissions, high pollution, high consumption of "three high" industry. It also has the prominent advantage of low carbon emissions. Therefore, developing low carbon Tourism and improving competitiveness become the necessary means for tourism enterprises to survive and develop.
From the perspective of consumer preference, based on careful study and extensive collection of relevant theories and practices on tourism marketing and low-carbon tourism at home and abroad, this study fully grasps the current situation of tourism resources in Guilin, through a questionnaire survey on the cognition of Guilin tourists to low-carbon tourism and the characteristics of tourists'consumption preference. Based on the theory of tourism product marketing, and from the perspective of consumer preference, combined with the actual situation of Guilin tourism, this paper designs the low-carbon marketing strategy of Guilin tourism city.
The first chapter is the introduction. It gives a general introduction to the background and significance of the study, the methods and ideas of the study, and the main contents of the paper. It points out the theoretical and practical significance of the study.
The second chapter is the theoretical basis and related literature review. This chapter mainly defines the basic concepts, introduces the related theories of tourism marketing, and summarizes the domestic and foreign related theories of low-carbon tourism, which lays a solid theoretical foundation for the following study.
In the third chapter, the status of Guilin's tourism and the advantages of developing low-carbon tourism are analyzed. First, the development of Guilin's tourism is introduced, the challenges faced by Guilin's tourism are pointed out, and then the advantages of developing low-carbon tourism in Guilin are analyzed.
The fourth chapter is the study of low-carbon tourism marketing strategy. First, the paper analyzes the development conditions of Guilin low-carbon tourism, points out the advantages and disadvantages of Guilin's successful low-carbon tourism, and then combines the actual characteristics of Guilin's tourism, in order to understand the low-carbon awareness and consumption characteristics of tourists for the purpose of making questionnaires, analyzes the current stage about tourists. The conclusions are as follows: (1) tourists do not know enough about low-carbon tourism; (2) tourists'consumption preference is not consistent with the consumption characteristics of low-carbon tourism; (3) influencing tourists' consumption preference is the way to realize low-carbon tourism marketing.
The fifth chapter is the design of low-carbon tourism marketing strategy. According to the results of the third part of the questionnaire survey, from the perspective of tourists'consumption preference, based on the theory of tourism product marketing, combined with the actual characteristics of Guilin tourism, this paper designs low-carbon tourism marketing strategy aiming at making tourism marketing strategy for enterprises under the new situation. Provide reference.
The sixth chapter summarizes the conclusions of this study, and points out the shortcomings of this study.
【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】：2012
【分類號(hào)】：F274;F592.7
本文編號(hào)：2244353
[Abstract]:After the Copenhagen Climate Summit on December 7, 2009, the issue of "low-carbon economy" has attracted worldwide attention. Environmental issues have once again been put on the agenda of all countries. Under the concept of protecting the earth, realizing the sustainable development of society and advocating a healthy life, developing a low-carbon economy has become the consensus of all countries in the world. Environmental problems, such as the destruction of local natural and biological systems, air pollution, waste pollution, sewage discharge and other environmental problems continue to emerge, so that tourism from the traditional sense of "smoke-free industry" into a high emissions, high pollution, high consumption of "three high" industry. It also has the prominent advantage of low carbon emissions. Therefore, developing low carbon Tourism and improving competitiveness become the necessary means for tourism enterprises to survive and develop.
From the perspective of consumer preference, based on careful study and extensive collection of relevant theories and practices on tourism marketing and low-carbon tourism at home and abroad, this study fully grasps the current situation of tourism resources in Guilin, through a questionnaire survey on the cognition of Guilin tourists to low-carbon tourism and the characteristics of tourists'consumption preference. Based on the theory of tourism product marketing, and from the perspective of consumer preference, combined with the actual situation of Guilin tourism, this paper designs the low-carbon marketing strategy of Guilin tourism city.
The first chapter is the introduction. It gives a general introduction to the background and significance of the study, the methods and ideas of the study, and the main contents of the paper. It points out the theoretical and practical significance of the study.
The second chapter is the theoretical basis and related literature review. This chapter mainly defines the basic concepts, introduces the related theories of tourism marketing, and summarizes the domestic and foreign related theories of low-carbon tourism, which lays a solid theoretical foundation for the following study.
In the third chapter, the status of Guilin's tourism and the advantages of developing low-carbon tourism are analyzed. First, the development of Guilin's tourism is introduced, the challenges faced by Guilin's tourism are pointed out, and then the advantages of developing low-carbon tourism in Guilin are analyzed.
The fourth chapter is the study of low-carbon tourism marketing strategy. First, the paper analyzes the development conditions of Guilin low-carbon tourism, points out the advantages and disadvantages of Guilin's successful low-carbon tourism, and then combines the actual characteristics of Guilin's tourism, in order to understand the low-carbon awareness and consumption characteristics of tourists for the purpose of making questionnaires, analyzes the current stage about tourists. The conclusions are as follows: (1) tourists do not know enough about low-carbon tourism; (2) tourists'consumption preference is not consistent with the consumption characteristics of low-carbon tourism; (3) influencing tourists' consumption preference is the way to realize low-carbon tourism marketing.
The fifth chapter is the design of low-carbon tourism marketing strategy. According to the results of the third part of the questionnaire survey, from the perspective of tourists'consumption preference, based on the theory of tourism product marketing, combined with the actual characteristics of Guilin tourism, this paper designs low-carbon tourism marketing strategy aiming at making tourism marketing strategy for enterprises under the new situation. Provide reference.
The sixth chapter summarizes the conclusions of this study, and points out the shortcomings of this study.
【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】：2012
【分類號(hào)】：F274;F592.7
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