山东省研究生旅游行为特征研究
本文选题:旅游行为 + 特征 ; 参考:《曲阜师范大学》2017年硕士论文
【摘要】:近年来,旅游已经成为一种大众化的活动,越来越多的人参与进来。在高校逐年扩招的背景下,由于大学生人数的不断增加,大学生群体已经成为重要的旅游客源市场。大学生群体主要由本科生群体、专科生群体以及研究生群体组成。研究生群体是一个特殊的群体,它与本科生、专科生群体不仅在年龄以及阅历上有着很大的不同,在校的学习方式也有着很大的差异,这都导致了研究生群体与本科生、专科生群体在旅游行为的特征上存在一定的差异性。截至到2015年底,我国在校研究生已达191.1万人,山东省研究生培养单位有33家,在读研究生人数约8.7万人左右。从山东省研究生群体出发,深入探究研究生旅游市场,将更加完善山东省旅游业细分市场,为旅游企业发现新的市场机会,为旅游资源开发提供依据,为山东省旅游业发展做出贡献。本文的研究方法以调查问卷为主,通过对山东省十所高校的研究生进行抽样调查,收集到了山东省研究生旅游行为特征的第一手数据。依托相关分析、贡献率分析、对比分析等方法,从出游态度、旅游动机、旅游偏好、旅游时空特征、旅游决策行为、旅游消费行为、旅游满意度等方面对山东省研究生旅游行为特征进行了分析研究;依托对比分析法对不同性别、不同年级、不同专业的研究生旅游行为特征差异进行了统计分析。在出游态度上,山东省研究生表现积极,出游愿望强烈;在景点选择上,山东省研究生更偏爱山水风光,更倾向于选择观光游览类旅游项目;山东省研究生出游的动机多为游玩与享乐;山东省研究生首选的旅游目的地为山东省内其他地市,更喜欢在暑假和小长假出游;山东省研究生在旅游产品的选择上,更倾向于选择高性价比的旅游产品;在做旅游决策时,多通过网络获得旅游信息,在出游组织形式上,更倾向于和家人、同学和朋友自助旅游;山东省研究生在性别、学科、年级的角度上都存在一定的旅游行为特征差异,硕士研究生和博士研究生的旅游行为特征差异最为明显。通过对山东省研究生旅游行为的研究,总结出了山东省研究生的旅游行为特征以及内部差异,并针对山东省研究生旅游细分市场提出了切实可行的开发策略,如开发具有针对性的特色旅游产品、运用新型网络营销模式、创新旅游组织形式、提高研究生旅游满意度等。研究生群体虽然现在社会总人口中的比例不大,但是随着高校的扩招,研究生在大学生中的比例不断增高,越来越多的大学生有机会就读研究生,越来越多的研究生毕业后进入社会,通过现在对山东省研究生的旅游行为特征进行研究,可以为以后社会中高层次人士的旅游市场开发提供一些参考和建议。
[Abstract]:In recent years, tourism has become a popular activity, more and more people participate. Under the background of increasing enrollment year by year, college students have become an important tourist market because of the increasing number of college students. College students are mainly composed of undergraduate students, junior college students and graduate students. The graduate student group is a special group. It is not only very different in age and experience, but also in the way of study, which leads to the graduate student group and the undergraduate student. There are some differences in the characteristics of tourism behavior among junior college students. By the end of 2015, the number of graduate students in our country has reached 1.911 million, and there are 33 graduate training units in Shandong Province, and the number of graduate students in Shandong Province is about 87000. Starting from the graduate students' group in Shandong Province, to explore the postgraduate tourism market in depth will improve the tourism subdivision market of Shandong Province, provide the basis for tourism enterprises to discover new market opportunities and develop tourism resources. To contribute to the development of tourism in Shandong Province. The research methods of this paper are mainly questionnaire, through sampling survey of graduate students in ten universities in Shandong Province, the first-hand data of tourism behavior characteristics of graduate students in Shandong Province are collected. Relying on correlation analysis, contribution rate analysis, comparative analysis and other methods, from the travel attitude, tourism motivation, tourism preference, tourism space-time characteristics, tourism decision-making behavior, tourism consumption behavior, Tourism satisfaction and other aspects of the tourism behavior of graduate students in Shandong Province were analyzed and based on the comparative analysis of different gender, different grades, different majors of postgraduate tourism behavior characteristics of statistical analysis. In the aspect of visiting attitude, Shandong graduate students show positive behavior and strong desire to go out; in the choice of scenic spots, Shandong graduate students prefer landscape scenery, more inclined to choose sightseeing tourism projects; The motivation for graduate students to travel in Shandong Province is to play and enjoy; the preferred tourist destination for graduate students in Shandong Province is other cities in Shandong Province, and they prefer to travel in the summer vacation and small vacation. The choice of tourism products for graduate students in Shandong Province, They are more inclined to choose tourism products with high performance-to-price ratio; when they make tourism decisions, they get more travel information through the Internet, and in the form of travel organizations, they tend to travel on their own with family, classmates and friends; graduate students in Shandong Province are more likely to travel on their own in terms of gender and discipline. There are some differences in tourism behavior characteristics in grade, and the most obvious differences are between postgraduates of master's degree and doctoral students. Based on the study of tourism behavior of graduate students in Shandong Province, this paper summarizes the characteristics and internal differences of tourism behavior of graduate students in Shandong Province, and puts forward feasible development strategies for the tourism subdivision market of graduate students in Shandong Province. Such as the development of characteristic tourism products, the use of a new network marketing model, the innovation of tourism organization, improve graduate tourism satisfaction and so on. Although the proportion of graduate students in the total population of society is not large now, with the expansion of university enrollment, the proportion of graduate students among college students is constantly increasing, and more and more college students have the opportunity to study for graduate students. More and more graduate students enter the society after graduation. By studying the characteristics of tourism behavior of graduate students in Shandong Province, we can provide some references and suggestions for the future development of tourism market of high level people in the society.
【学位授予单位】:曲阜师范大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:F592.7
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