基于社会阶层理论的游客旅游消费行为研究概要.doc

毕 业 论 文 论文题目： 基于社会阶层理论的游客旅游消费行为研究 院 系 专 业 学 号 学生姓名 指导老师 摘要 本文选取了社会阶层这一变量作为研究游客旅游消费行为的理论基础和背景因素，通过游客的社会阶层背景来研究分析他们旅游消费行为的特点，运用SPSS统计分析软件对通过问卷调查所获取的数据进行处理，分析了旅游者消费行为的特点。 研究得出： F1，,F2，F3，,F4分别代表下等阶层，劳动阶层，中等阶层，上等阶层。阶层级别越高，时间支付能力和货币支付能力越强，对旅游消费行为的意愿度也越高，社会阶层上的差异导致不同层次的消费者旅游偏好不同，接收旅游信息的途径也有所不同。在统计分析的基础上，从目标市场的角度为旅游企业提供以自身企业资源满足消费者旅游消费需求的营销建议。 本文的创新之处在于：第一，通过科尔曼地位指数法，将消费者按社会阶层不同分为4个组别：F1组，F2组，F3组，F4组。能使企业更好地了解消费者，从而采取有效的策略增强消费者旅游消费的意愿和信心，提高企业市场营销的效率。 第二，利用问卷调查根据不同社会阶层的消费者消费习惯不同，将4组旅游消费者的消费行为特征整理分析，并从这一视角出发，系统地归纳总结了不同社会阶层的消费者购旅游消费行为的异同，并由此提出了相关对策建议。这不仅为我国旅游企业对目标市场的营销策划提供了新思路，而且为市场营销学的理论研究拓展了一定的内容与范畴 关键词：社会阶层；旅游消费；消费特征；细分市场 Abstract Selected social class variable as a theoretical foundation and background factors on tourists consumption behavior with the help of social class background of tourists, we can study and analyze the characteristics of their tourism consumption behavior. Using the SPSS statistical analysis software to analyze the data that obtained through the questionnaires process. At last, getting the analytic result of characteristics of tourism consumption behavior. Conclusion: F1, F2, F3, F4, representing the lower class, working class, middle class, upper class. Class the higher the level, the stronger the ability to pay of time and the ability to pay of money, the higher willingness of tourism consumer behavior, social class differences lead to different levels of consumer travel preferences are different ways to receive travel information. On the basis of statistical analysis, from the point of view of the target market for tourism enterprises to provide marketing advice for them to use own resources to meet consumer demand for tourism consumption The innovation of this paper is: first ,by Colemans status index, the consumer social class were divided into four groups: F1 group, F2 group, F3 group , F4 group. So the companies can understand consumers better and enhance the will and confidence of the