大学生旅游消费行为调查与营销对策研究毕业论文

 2021-04-08 01:04

摘 要

ABSTRACT 5

1前言 6

1.1研究背景及意义 6

1.1.1研究背景 6

1.1.2研究意义 6

2大学生旅游消费行为的市场调查分析 7

2.1大学生旅游消费行为调查方法 7

2.2大学生旅游消费行为的统计分析 7

2.2.1大学生旅游的基本情况 7

2.2.2旅游群体层次 8

2.2.3旅游距离和消费水平分析 9

2.2.4旅游的时间选择分析 10

2.2.5旅游选择与原因 11

2.2.6旅游态度与看法 12

2.3大学生旅游消费调查统计 13

2.3.1理性消费仍是主流 13

2.3.2消费水平的某种程度的两极分化 13

2.3.3过度追求时尚和名牌 13

2.3.4提升大学生旅游安全意识 14

2.3.5大学生旅游市场和营销体系不完善 14

3大学生旅游消费行为问题解决策略与建议 14

3.1加强对大学生消费心理行为的调查研究 14

3.2建立勤奋、节俭和科学的消费意识 14

3.2.1培养大学生科学的旅游消费行为模式 15

3.3加强大学生旅游安全教育 15

3.3.1旅游消费行为中的安全问题 16

3.3.2积极指导大学生再教育旅游 16

3.4完善旅游市场营销体系和经营模式 17

3.4.1旅游业的发展应加强与学校的合作 17

3.4.2旅行社应加大宣传力度,做好促销工作 17

4大学生旅游市场营销对策 18

4.1对大学生而言 18

4.1.1树立正确的旅游消费观念 18

4.1.2 建立文明旅游意识 19

4.2对学校而言 19

4.2.1改善学生旅游的保障机制 19

4.2.2建立校企联动机制 20

4.2.3培育大学生定制旅游专业人才 20

4.3对旅游企业而言 21

4.3.1打造大学生主题旅游品牌 21

4.3.2设计大学生个性旅游产品 21

4.3.3为大学生制定旅游营销策略 22

4.3.4畅通旅游企业与大学生之间的信息沟通渠道 23

4.4对政府而言 24

4.4.1政府改善旅游市场环境 24

4.4.2各级政府和高校对大学生旅游基金的支持 24

5.启示 25

6.结论 25

致谢 26

参考文献 26

大学生旅游消费行为调查与营销对策研究

摘 要:

随着我国社会经济的快速发展,大学生旅游消费也在不断的提升,大学生旅游市场作为旅游发展的潜在市场,是旅游企业长期关注的问题。通过对大学生旅游消费行为的深入研究,分析了基本现状,消费特征,出行时间的选择,旅游的原因,集团层面和旅游的态度。发现大学生有强烈的旅游意愿,注重产品表现,如自助旅游,对旅游服务的要求高,旅游信息准备充分,习惯使用新媒体渠道。通过问卷调查,与大学生旅游消费行为的现状相结合,提出了一些有益的建议和对策针对存在的问题,从而打开市场,促进发展的长期目标。

随着人民生活水平的日益提高,旅游消费已逐渐成为人们消费热点。大学生作为特殊的社会群体,有一定的独立生活能力,有更多的空闲时间,尤其是他们有一颗好奇心和冒险精神。这些因素都对在校大学生旅游繁荣做出了贡献,而大学生旅游市场正逐渐成为旅游市场的新亮点。与此同时,也有近3万国内旅行社,竞争非常激烈。因此,本文在充分调查大学生旅游市场现现状的基础上进行了分析,为大学生旅游市场的发展战略具有很强的指导意义和极高的经济价值和实用价值。

关键词:大学生;旅游消费行为;调查研究与对策

ABSTRACT

With the rapid development of our economy, traveling has become an indispensable part of our life. As a group with the most active thinking and the most ability to accept new things, the university student tourism market will open up a new road for the Chinese tourism market. Moreover, the change and development of tourism industry and the continuous improvement of university living standards, college students group tourism consumption demand has become more and more strong, has become one of the most important potential markets in China.

The Chinese tourism industry has developed rapidly and its technical level has continuously improved. In order to obtain more investment income, domestic enterprises are constantly improving the size and quality of their products. However, due to many factors such as the international financial crisis, external policy environment, and industry upstream and downstream demand, the market conditions and price trends of the tourism industry in the next few years have received much attention. Since the reform of the education system, colleges and universities have been expanding their enrollment year after year, and the number of college students has continued to climb. A huge tourism consumer market for college students with huge business opportunities has gradually formed. The university student tourism market is gradually becoming a new highlight of the Chinese tourism market. Therefore, on the basis of fully investigating the current situation of the university student tourism market, the paper analyzes its operability and the problems existing in the university student tourism market, and then establishes the strategy for the development of the university student tourism market.

Through an in-depth study of the college student consumer groups with complex cultural backgrounds, the value pursuit of individuality, and the distinctive concept of tourism consumption, there are significant differences between the social culture and family culture that they come from all over the world. Their different family conditions make their concept of tourism consumption have a significant gap, but due to the rapid popularization of electronic technology and the surrounding college students 'consumption behavior has a subtle impact on their consumption concept and consumption psychology. The culture of college students who are in the forefront of fashion is not bad. They pursue fashion, demonstrate individuality and pursuit, and thus express their unique personality pursuit and personality charm. They have self-centered consciousness and diversified value orientation.

1前言

1.1研究背景及意义

1.1.1研究背景

伴随社会的发展以及人们生活水平的逐步提升,人们对旅游的需求也逐渐增加,旅游业的快速发展已成为人们高层次生活的重要标志。从国民经济发展的角度看,旅游业对中国国民经济中发挥着重要作用,国内生产总值也随着稳步增长。旅游业一直是中国大学的常青树,无论是毕业还是度假,都会有很多学生去旅行。大学生对新事物的接受度比较高,也热衷于接近自然文化景观的旅游活动。通过旅游各种活动,大学生可以更多地接受外面的新世界,丰富自己的见闻,有效地补充自己专业以外的知识及社会经验。因此,大学生群体得天独厚的资源是目前旅游业发展的重要对象。

1.1.2研究意义

随着新世纪我国经济的迅速发展,旅游业已成为所有人生活中必不可少的一部分。大学生旅游市场是作为最积极的思维和接受新事物的能力代表群体,将为中国旅游市场开辟新的发展道路。而且,随着旅游业的变化和发展,大学生活水平的不断提高,大学生群体旅游消费需求日益强劲,已成为我国最重要的潜在市场之一。

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