基于动机理论的青年女性旅游市场开发对策研究.docVIP

PAGE PAGE 20 基于动机理论的青年女性旅游市场开发对策研究 ——以杭州市为例 摘要：随着女性生活水平、社会地位和经济独立程度的提高，女性角色开始得到转变。当前我国女性有足够的可支配收入和闲暇时间，而且越来越多的青年女性倾向于外出旅游，由此可见青年女性旅游市场庞大且极具开发潜力。在此背景下，青年女性作为重要的旅游市场研究群体，其研究具有很大的理论和实际意义，有利于创新女性研究成果和发展旅游市场经济。由于旅游动机具有多样性、复杂性等特点，研究以典型旅游城市—杭州市为例，选择来杭旅游的青年女性为研究对象，采用市场调研和统计分析的方法进行研究。然后在运用旅游动机理论的基础上，全面深入分析影响青年女性出游杭州的旅游动机和旅游体验的相关因素，从而得出青年女性旅游市场开发的可行性、青年女性旅游市场特点和当前旅游市场开发存在的主要问题，从产品、价格等角度，为促进青年女性旅游市场的开发提供对策和建议。 关键词：青年女性旅游动机开发对策杭州 Young Womens Tourism Market Development Strategies Based on Motivation Theories： The Case Study of Han Abstract: With the improvement of womens living standards, social status and a higher level of economic independence, the role of women began to be transformed. Currently Chinese women have sufficient disposable income and leisure time, and more and more young women tend to travel outside, which shows that the tourism market of young women is huge and has great development potential. In this context, the research studies young women in the tourism market has great theoretical and practical significance, contributing to the innovation of research theories dealing with female tourism and the development of the tourism economy. Because of the diversity and complexity of tourism motivation, the research studies the typical tourist cities - Hangzhou, chooses young women who travel Hangzhou as the research objects and uses the methods of market research and statistical analysis. Then, based on the tourism motivation theory, it deeply analyses the factors that aspect the motivation of young women to travel Hangzhou and the travel experiences, so as to find the feasibility of its tourism market development, its tourism market characteristics and the existing problems. Finally, from the perspective of product, price, etc., it provides countermeasures and suggestions to promote the development of young women’s tourism market. Keywords: Young Women Tourism Motivation Development Strategies Hangzhou 一、前言 （一）研究背景 随着女性社会地位、受教育水平及家务劳动社会化程度等方面的提高，女性逐渐成为旅游市场的主力军。她