旅游消费行为的宏观及微观研究.pptVIP

旅游行为的宏观与微观研究 THE TOURISM SYSTEM (Source: Leiper, N., 1979:67) 旅游研究大蛋糕 旅游者行为研究的重要性（营销学观点） 旅游者行为研究的重要性 旅游资源的评价和开发 旅游线路的设计和宾馆选址 旅游者行为的宏观分析 Macro-Analysis(Economic Approach) Macro analysis is concerned with examining collective tourism movements in terms of number of visitors, and revenue generated from them. Deals with data such as arrivals per country, flight loadings, hotel occupancy rates, visitor spending and so on. Worlds Top Tourism Earners, 2004 $ in billions 旅游需求的主要影响因素（Main determinants of tourism demand ） Economic (e.g., prices) Demographic (e.g., disposable income levels) Geographic Comparative prices Government/regulatory Media communications Socio-cultural (the tastes, habits and preferences of potential buyers) Note: these factors are external to any individual business and beyond direct control. Marketers (you) need to continuously monitor social and economic environments 几个主要研究领域： 旅游人数的周期性波动 引力模型与旅游预测 旅游流的时空特征 旅游者行为的微观分析MICRO-ANALYSIS(Consumer Behavior)* Marketing approach ...Is concerned with the social and psychological factors that lie behind group and individual tourist choices. We ask questions such as: What makes people engage in tourism-what are their motivations? How do people make their tourism choices and what influences them? What affects their perceptions and images of destinations, attractions and other tourism choices? 旅游消费行为的刺激－反应模型 * * Transit Routes T OURIST D ESTINATION R EGIONS T OURIST G ENERATING R EGIONS Departing Tourists Returning Tourists The broader (macro) environments: physical, cultural, social, economic, political and technological The Tourism industry 理解消费者购买和使用旅游产品的决策过程、行为模式 知道何时提供何种产品给特定的市场 知道如何劝说消费者选择专门满足其特定需求的某一产品 营销活动效率和效益的最大化 对旅游者身心健康的意义 对旅游者自身发展的意义 主客交往对旅游地社会文化的影响 地理学观点 心理学观点 社会学、人类学观点 Macro demand data underlies all marketing planning. The Worlds Top Tourism Destinations 2004 4.9 37.1 Italy 5 5.5 41.8 China 4 6.0 46.1 United States 3 7.0 53.6 Spain 2 9.8 75