本文選題：旅游雜志　切入點(diǎn)：購買意愿　出處：《廣東工業(yè)大學(xué)》2011年碩士論文

【摘要】：隨著國民經(jīng)濟(jì)水平的不斷提高,旅游業(yè)日益走向繁榮。在旅游業(yè)的帶動下,旅游業(yè)的相關(guān)產(chǎn)業(yè)也蓬勃發(fā)展起來,旅游雜志就是其中一個方面。我國的旅游雜志經(jīng)過多年發(fā)展,規(guī)模不斷擴(kuò)大,質(zhì)量不斷提升。經(jīng)過合并、淘汰和革新,現(xiàn)存100多種具有國際、國內(nèi)和地方生命力的旅游雜志。 與旅游雜志發(fā)展相比較,有關(guān)旅游雜志消費(fèi)方面的研究則顯不足,與其發(fā)展速度不成正比,尤其是對于消費(fèi)者購買旅游雜志的影響因素方面的有關(guān)研究,更是缺乏。在此背景下,本研究通過制作調(diào)查問卷,進(jìn)而在廣州市大型書店、報刊亭等地隨機(jī)抽取消費(fèi)者樣本,直接研究影響消費(fèi)者購買旅游雜志的各項因素。 本文首先提出了影響消費(fèi)者購買旅游雜志的幾個因素,通過數(shù)據(jù)搜集,使用SPSS 13.0的統(tǒng)計分析工具,對不同因素對消費(fèi)者購買旅游雜志意愿進(jìn)行了分析,使用了描述性分析和列聯(lián)表分析的分析方法驗證出假設(shè)是否成立。并根據(jù)分析結(jié)果提出相應(yīng)的營銷建議,為旅游雜志行業(yè)在未來進(jìn)行營銷管理決策中提供有益的參考。 本文在一系列的研究分析后得出的結(jié)論如下：消費(fèi)者特征、雜志價格、雜志圖片、雜志內(nèi)容、雜志服務(wù)、雜志品牌、贈品促銷等因素都對消費(fèi)者購買旅游雜志的購買意愿產(chǎn)生影響,其中價格是影響消費(fèi)者購買意愿的基本因素,消費(fèi)者的生活水平提高與雜志自身價格都是價格因素的相關(guān)內(nèi)容,同時消費(fèi)者的購買意愿也會受到內(nèi)容、圖片、服務(wù)的多方面影響。對于旅游雜志進(jìn)行的贈品促銷,雖然其能夠影響消費(fèi)者的購買意愿,但是其贈品的價值與優(yōu)惠的多少并不能對消費(fèi)者的購買意愿產(chǎn)生顯著的影響。 根據(jù)研究結(jié)果,筆者提出若干營銷建議,在旅游雜志的發(fā)展上,要開發(fā)出迎合消費(fèi)者需要的旅游雜志,針對不同的年齡、教育水平、經(jīng)濟(jì)水平設(shè)計旅游雜志的內(nèi)容信息、圖片和服務(wù)。同時注重服務(wù)和品牌建設(shè),開展適合自身的、創(chuàng)新的營銷方式,擴(kuò)大雜志的品牌影響力,并以良好的服務(wù)提升消費(fèi)者滿意度,促使消費(fèi)者產(chǎn)生較高的購買意愿。
[Abstract]:With the development of the national economy, the tourism industry is becoming more and more prosperous.Under the impetus of tourism, tourism related industries also flourish, tourism magazine is one of the aspects.The travel magazine of our country passes through many years development, the scale expands ceaselessly, the quality is improved ceaselessly.Through merger, elimination and innovation, there are more than 100 travel magazines with international, domestic and local vitality.Compared with the development of tourism magazines, the research on the consumption of tourism magazines is insufficient, which is not proportional to the speed of development, especially the research on the influencing factors of consumers buying travel magazines.In this context, this study through the production of questionnaires, and then in Guangzhou large bookstores, newsstands and other places randomly sampling consumer samples, directly study the factors that affect consumers to buy travel magazines.This paper first puts forward several factors that affect consumers' purchase of travel magazines. By means of data collection and using SPSS 13.0 's statistical analysis tool, this paper analyzes different factors on consumers' willingness to buy travel magazines.The analytical methods of descriptive analysis and column table analysis are used to verify the validity of the hypothesis.According to the results of the analysis, the author puts forward the corresponding marketing suggestions, which provides a useful reference for the tourism magazine industry to make marketing management decisions in the future.The conclusions of this paper are as follows: consumer characteristics, magazine price, magazine pictures, magazine content, magazine service, magazine brand,Such factors as promotion of gifts have an impact on consumers' willingness to buy travel magazines, among which price is the basic factor that affects consumers' willingness to buy, and the improvement of consumers' living standards and the price of the magazine itself are all related to the price factors.At the same time, the consumer's willingness to buy will also be affected by the content, pictures and services.As for the promotion of gifts carried out by travel magazines, although it can influence consumers' purchase intention, the value and discount of their gifts can not have a significant impact on consumers' purchase intention.According to the results of the study, the author puts forward some marketing suggestions. In the development of tourism magazines, we should develop travel magazines that cater to the needs of consumers, and design the content information of tourism magazines according to different ages, educational levels and economic levels.Pictures and services.At the same time, we should pay attention to the service and brand construction, carry out the suitable and innovative marketing method, expand the brand influence of the magazine, and promote the consumer satisfaction with good service, so as to urge the consumers to have a higher purchase intention.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F274;G239.23

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 明威;基于效率工資理論的我國旅行社薪酬激勵機(jī)制研究[D];中南民族大學(xué);2012年

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本文編號：1700994