重庆市散客心理及其营销策略研究.docVIP

重庆市散客旅游心理及其营销策略研究 摘要:伴随着我国经济的快速发展，旅游业的蓬勃发展。随之带来的旅游观念的成熟和日渐独立性，我国的旅游业中散客旅游的火热开始浮现出来。传统的旅游业已经不能满足现在游客对于出行的个性化、多样化和灵活化的需求。旅游行业已经从卖方市场向买方市场过度，出现一个待开发的潜力市场——散客旅游市场。该文从重庆市的旅游产业发展现状出发，以重庆市的散客旅游市场为例，结合了解散客旅游者和传统团体旅游者在旅游心理上有着巨大的区别，而散客旅游的心理特点，需要旅行社和旅游中介机构采取相对应的措施和营销策略来适应这一发展趋势。在时代的发展，散客旅游快速发展、信息和网络高度发达的大环境下，散客旅游在旅游市场中的地位将会越发的明显。 关键词:重庆市 散客旅游 旅游心理 营销策略 Tours of ChongQing Individual Psychology and Its Marketing Strategy Student majoring in Tourism Management Zhang FengHao Tutor Gong Yan Abstract：With the rapid development of economy in our country, the vigorous development of tourism. With the maturity of tourism theory and increasingly independence, Tours in the tourism industry of our country individual heat began to emerge. The traditional tourism has not meet tourists now for travel demand for personalized, diversified and flexible. Tourism industry has been from the sellers market to buyer market, there is a potential market, the individual travel market to be developed. In this paper, starting from the current situation of the development of the tourism industry of chongqing, with individual tourist market in chongqing as an example, combined with the traditional understanding of individual tourists and groups of tourists on the tourism psychology has a huge difference, and the psychological characteristics of the individual travel, need to travel agencies and travel agencies to take corresponding measures and the marketing strategy to adapt to the development trend. In the development of The Times, the individual tourism fast development, information, and under the network environment of highly developed, walk in the status of tourism in the tourism market will be more obvious. Key words：ChongQing city；The individual travel；Tourist psychology；The marketing strategy 引言：在二十一世纪，伴随世界范围的发展，旅游业也发生了的跨越式发展。散客旅游在旅游总体比重中占得比例越发增加。因此散客旅游也成为旅游业界和旅游学术业界关注的焦点。新时代旅游产业的重要标志和组成部分不只是传统的组团旅游的旅客，肯定会有逐渐发展起来的散客旅游的旅客。据WTO(世界旅游组织)的统计，本国散客旅游市场的份额占据本国旅游业的70%以上的国家，大部分都是旅游产业发展悠久、体系成熟完善的西方各国。在如