时空压缩背景下杭州居民旅游休闲消费的行为特征研究及景区营销对策——以杭州宋城景区为例.docVIP

PAGE PAGE 29 时空压缩背景下杭州居民旅游休闲消费的行为特征研究及景区营销对策——以杭州宋城景区为例 摘要： 由于交通技术的变革人类社会空间剧烈收缩。技术工具的不断改进使得人类的移动速度逐渐提高，出行距离大幅增大。信息技术和工业技术的发展变革则为时空压缩提供了技术支持。我国当前正处于这样一个“时空压缩”的环境下。而”时空压缩“的交通背景下，旅游业也进入了空前地快速发展阶段，交通技术发展与旅游产业之间相互影响，相互促进。交通发展是旅游业发展提供了前提条件和必要基础，旅游活动的快速增长也使交通服务为满足动态旅游需求增长而更趋完善。 杭州是我国著名的旅游城市同时也是快速发展的现代化都市，近年来交通和旅游都得到了较大发展。交通条件的改善为杭州旅游经济发展提供了新的时空环境，并在一定程度上推动了杭州旅游空间结构的演变，杭州作为沿海旅游城市，在时空压缩的背景下通过调研各类人群分析旅游消费者的旅游动机、需求以及行为突出特征具有一定代表性。 本文基于消费者行为特征的研究分析，其中包括旅游者组成结构，行为特征、动机、需求、旅游者决策影响因素、消费行为偏好、空间流动规律及细分市场行为等多个方面。找出“时空压缩”背景下消费者行为特征的变化，从微观方面提出景区的改善建议，以杭州宋城景区为例为景区提出科学建议与方案，为旅游者提供满意的、难忘的体验．从而持续的吸引旅游者。并总结出杭州各景区普适的建设改善意见以及营销对策。 关键词：时空压缩旅游者行为旅游改进杭州宋城 Abstract Because of the change of the traffic technology, the space of human society is dramatically shrinking. With the continuous improvement of the technical tools, the speed of human movement is gradually increased, and the travel distance is greatly increased. And the relative cost of transportation is falling. The equivalent of time and space is compressed by people who can go far in a much shorter time. The development of information technology and industrial technology has provided the technical support for the time compression. Our country is currently in such a space-time compression environment. Under the background of space compression, the tourism industry has entered a period of unprecedented rapid development, the development of communication technology and the interaction between tourism industry, and promote each other. Traffic development is a prerequisite and necessary basis for the development of tourism, and the rapid growth of tourism activities also makes the traffic service to meet the needs of the dynamic travel and more perfect. Hangzhou is a famous tourist city in China and the rapid development of the modern city, in recent years, traffic and tourism have been greatly developed. The improvement of traffic conditions provides a new space environment for the development of tourism economy in Hangzhou, and promotes