宁波市民旅游消费行为研究毕业论文.docVIP

毕业论文 （2011届） 宁波市民旅游消费行为研究 摘 要 21世纪，随着我国人民生活水平的提高和生活方式的转变，现代旅游业迅速发展。另外，旅游者范围的扩大，旅游经验的增长，旅游需求的日益多样化和个性化不断地要求旅游业的开发要以市场为导向，以旅游消费者为中心，切实加强对其消费心理和消费行为的研究，从而让旅游企业开发出满足旅游者需求的产品与服务，让国家法制部门制定出更合理的法律法规来保障旅游者的消费权益。虽然国内外存在大量的关于旅游消费者行为的研究，但是中国幅员辽阔，区域性较强，不同地区的消费者具有不同的消费习惯和偏好。 本文通过对旅游消费行为大量文献研究的基础上，设计宁波市民旅游消费行为调查问卷，并进行实地调查，运用SPSS软件对收集的数据进行深入分析，围绕宁波市民的旅游人文特征、决策行为、消费行为特征、旅游体验评价、未来旅游需求倾向展开一系列实证分析，并通过对宁波市民的旅游动机进行因子分析，发现宁波市民的旅游动机类型有：休闲放松型、情感交流型、审美文化型、社会实践型、游玩享乐型、自我实现型。最后对宁波旅游市场提出相关建议：丰富针对性旅游产品、提高旅游产品质量、加强营销工作、完善旅游辅助保障体系。为旅游消费行为提供了理论和实证依据。 关键词：旅游；消费行为；营销对策；统计分析  Abstract The 21st century, with the improvement of living standards of our people and lifestyle changes, the rapid development of modern tourism. In addition, the expansion of the range of tourists, tourism experience grows, the increasing diversification of tourism demand and the individual requirements of tourism development continue to be market-oriented, consumer-centric tourism, strengthen its consumer psychology and consumer behavior, so that tourism enterprises to develop products that meet the needs of tourists and services to help countries develop a more rational legal department of the law to protect the consumer rights of tourists. Although there are a lot of domestic and international consumer behavior research on tourism, but Chinas size, regional strong, consumers in different regions have different spending habits and preferences. This article through to tourism consumption behavior based on the study of a large number of documents, design ningbo tourism consumption behavior questionnaire investigation, and SPSS software to collect data, analyzing the travel around ningbo citizen cultural characteristics, decision-making behavior, consumer behavior, tourism experience evaluation, launched a series of future tendency tourism demand empirical analysis, and through the tourist motives to ningbo citizens factor analysis, found the tourist motives types of ningbo citizens are: relaxing type, emotional JiaoLi