文档介绍：重庆大学硕士学位论文中型城市女性群体旅游消费行为与市场营销对策研究姓名:段永康申请学位级别:硕士专业:工商管理指导教师:马果20060401重庆大学硕士学位论文中文摘要I 摘要近年来,随着我国经济持续稳定的发展,我国旅游业也进入了一个高速发展的时期。以2005年为例:我国全年国内出游人数达12亿人次,%;国内旅游总收入5286亿元,%。国际国内旅游总收入7686亿元,%[1]。同时,旅游业是当今世界发展最快、极具潜力的新兴产业之一,随着改革开放的深入和经济的持续发展,旅游业在经济和社会发展中发挥着越来越重要的作用。在我国国内旅游市场中,城市居民在旅游消费层次和消费总量上都居于主体地位[1]。而我国城市女性是家庭收入重要来源和消费决策中的重要参与者,其旅游消费行为对我国居民旅游消费有着重要的影响。旅游行为是一种特殊的消费行为,通过对旅游行为的动因和行为模式的研究,有利于找到旅游者、旅游资源的所有者及其经营管理者三者利益的最佳契合点。我国很多中型城市都拥有自己独特的旅游资源,因此,对我国中型城市女性消费群体旅游消费行为的研究,不但可以有效地引导旅游需求,同时还可以从消费者行为特征的角度,有针对性的为从事旅游产品开发,旅游营销推广等业务的旅游企(事)业单位的经营和管理提供理论和实证数据支撑,对开拓我国国内旅游市场,有着重要的现实意义。但是,目前国内对城市居民中女性消费群体旅游消费行为的研究并不多见,已有的研究尚不是很深入和全面,特别是在对中型城市女性旅游消费群体消费行为的关注方面还很缺乏。本文以开封市场为调查样本数据采集点,应用问卷调查的方法,从消费者个人特征,消费偏好,消费行为特征等方面对我国中型城市女性消费群体旅游消费行为的特点进行了分析。同时本文结合上述分析,应用现代营销理论,对旅游从业企业的营销方法提出了具体的建议。关键词:中型城市,女性,旅游,消费者行为,营销策略重庆大学硕士学位论文英文摘要II ABSTRACT Recent years, with the continuously and steadily development of economy in China, the tourism industry steps into its booming era. Take the year 2005 as an example, the total number of domestic tourists was up billions and increased by % comprised to the last year’s. The total revenue of domestic tourism was billions, and increased by %. The total e of international and domestic is billion, and increases by %[1]. Tourism industry is one of the most potential and fast-developing emerging industries in nowadays world, it is playing an more and more important role in the economic and social development with the China’s reforming and opening. In domestic tourism market, urban people take the majority of tour consumption amount. Women are major e-maker and important participants of consuming decision-making in families, and their tour expending and consumer behaviors have significant influences to tour consuming in our country consequently. Tour consumer behavior is a specific consumer behavior. By carrying out the study on such a group of people’s consumer motivation and behavior models, it will help t