市场营销-佛山市满巢期家庭的旅游消费行为研究论文.docx

佛山市满巢期家庭的旅游消费行为研究 [摘要]家庭旅游已成为中国旅游市场的重要组成部分，特别对满巢期家庭而言，家庭旅游可以增进家庭成员的交流沟通，可以让孩子在无压力的环境下增长见识，达到寓教于乐的效果。因此本文以佛山市满巢期家庭为研究对象，主要采用了问卷调查法、文献综述法、统计分析法，通过对旅游动机、旅游信息的来源、旅游的时间、旅游消费偏好、旅游时购买的产品以及旅游产品价格、旅游服务的种类等几个方面进行分析，研究满巢期家庭旅游消费行为，满巢Ⅰ、Ⅱ、Ⅲ期家庭的旅游消费行为的差异以及影响家庭旅游决策的因素，从而制定出相应的营销策略与建议，为家庭旅游细分市场的开发和精准营销提供了依据，同时给景区和旅行社提供参考。 [关键词]佛山；满巢期家庭；旅游消费行为；营销策略 A Study on the Tourism Consumption Behavior of Foshan in the Full Nest Period [Abstract]Family tourism has become an important part of the Chinese tourism market. Especially for full nest families, family tourism can enhance the communication of family members, allow children to grow their knowledge in a stress-free environment, and achieve the effect of education and fun. Therefore, this article takes Foshans full-nest family as the research object, mainly using questionnaire survey methods, literature review methods, and statistical analysis methods, through travel motivation, source of travel information, travel time, travel consumption preferences, and purchases during travel Analysis of the products, tourism product prices, types of tourism services, etc., to study the tourism consumption behaviors of families at full nest period, the differences in tourism consumption behaviors of families at full nest Ⅰ, Ⅱ, and Ⅲ, and the factors that affect family travel decisions, Therefore, the corresponding marketing strategies and suggestions were formulated, which provided a basis for the development and accurate marketing of the family tourism segment market, and also provided a reference for scenic spots and travel agencies. [Keywords]Foshan Full Nest Family Tourism Consumption Behavior Marketing Strategy  目 录 TOC \o 1-3 \h \u 1 前言 1 1.1 研究背景 1 1.2 研究意义 1 2 概念界定 2 2.1 家庭生命周期 2 2.2 家庭旅游 2 2.3 家庭旅游消费行为 2 3 国内外家庭旅游消费行为相关研究 4 3.1 国内研究综述 4 3.2 国外研究综述 4 4 我国家庭旅游消费分析 5 4.1 家庭旅游消费现状 5 4.2 家庭旅游的问题分析 8 5 调查方法 10 5.1 问卷调查法 10 5.2 文献综述法 10 5.3 统计分析法 10 6 基于佛山市的调查问卷设计 11 6.1 确定佛山市家庭旅游的调