基于旅游者博客的英国背包客在曼谷的消费行为和营销策略研究
发布时间：2018-09-15 20:03
【摘要】：泰国曼谷是一个大多数英国旅游者非常熟悉的旅游目的地,也是英国背包客特别喜欢选择的旅游目的地。本文作者通过研究英国背包客对曼谷旅游的感知和态度,研究他们在曼谷的旅游消费行为,并针对英国背包客采取有效的市场营销策略,使得英国背包客对曼谷旅游业感到满意,以便今后吸引更多的英国背包客到曼谷旅游。本文的研究方法与手段是选取了世界知名的旅游博客网站Travel blog(http://www.travelblog.org)作为开展调查的目标网站,该网站的写作者来自世界各地,主要写作语言是英语,而我们的调查研究对象群体是曾经去过泰国曼谷旅游的英国背包客,并且喜欢在旅游者博客(Travel blog)上写故事(story)的人。本文抽选了 250篇英国背包客写的旅游者博客来进行分析研究。重点分析研究了英国背包客在泰国曼谷得旅游需要、动机和消费行为。本文研究发现:大部分英国背包客对到曼谷进行旅游访问持积极态度,认为曼谷是一个“精彩的城市”,“考山路像背包客的天堂”等,但同时也有小部分英国背包客对到曼谷进行旅游访问持消极态度,例如认为是“曼谷是一个危险的城市”。因此,本文认为曼谷市政府旅游管理部门,要认识到曼谷在英国背包客心目中的形象,做好旅游管理工作,消除外国旅游者到曼谷旅游的不安全因素,在针对英国背包客的旅游促销宣传中,要突出宣传曼谷的良好旅游形象。
[Abstract]:Bangkok, Thailand, is a familiar destination for most British tourists and a favourite destination for British backpackers. By studying the perception and attitude of British backpackers towards Bangkok tourism, the author studies their travel consumption behavior in Bangkok, and adopts effective marketing strategies for British backpackers. British backpackers are satisfied with Bangkok tourism in order to attract more British backpackers to Bangkok in the future. The research method and means of this paper is to select the world-famous tourism blog site Travel blog (http://www.travelblog.org) as the target site for the investigation. The writer of this website is from all over the world, and the main writing language is English. Our research group was British backpackers who had visited Bangkok, Thailand, and who liked to write stories about (story) on the tourist blog (Travel blog). This paper selects 250 tourist blogs written by British backpackers for analysis. This paper focuses on the analysis of British backpackers' travel needs, motivation and consumption behavior in Bangkok, Thailand. This paper finds that most British backpackers have a positive attitude towards visiting Bangkok. They think Bangkok is a "wonderful city" and "Kau Shan Road is like a paradise for backpackers". But there are also a small number of British backpackers who take a negative view of visiting Bangkok, for example, as "Bangkok is a dangerous city." Therefore, this paper believes that the tourism management department of the Bangkok Municipal Government should recognize the image of Bangkok in the eyes of British backpackers, do a good job of tourism management, and eliminate the unsafe factors for foreign tourists to visit Bangkok. In the promotion of British backpackers, we should highlight the good tourism image of Bangkok.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F591;F274
本文编号：2244367
[Abstract]:Bangkok, Thailand, is a familiar destination for most British tourists and a favourite destination for British backpackers. By studying the perception and attitude of British backpackers towards Bangkok tourism, the author studies their travel consumption behavior in Bangkok, and adopts effective marketing strategies for British backpackers. British backpackers are satisfied with Bangkok tourism in order to attract more British backpackers to Bangkok in the future. The research method and means of this paper is to select the world-famous tourism blog site Travel blog (http://www.travelblog.org) as the target site for the investigation. The writer of this website is from all over the world, and the main writing language is English. Our research group was British backpackers who had visited Bangkok, Thailand, and who liked to write stories about (story) on the tourist blog (Travel blog). This paper selects 250 tourist blogs written by British backpackers for analysis. This paper focuses on the analysis of British backpackers' travel needs, motivation and consumption behavior in Bangkok, Thailand. This paper finds that most British backpackers have a positive attitude towards visiting Bangkok. They think Bangkok is a "wonderful city" and "Kau Shan Road is like a paradise for backpackers". But there are also a small number of British backpackers who take a negative view of visiting Bangkok, for example, as "Bangkok is a dangerous city." Therefore, this paper believes that the tourism management department of the Bangkok Municipal Government should recognize the image of Bangkok in the eyes of British backpackers, do a good job of tourism management, and eliminate the unsafe factors for foreign tourists to visit Bangkok. In the promotion of British backpackers, we should highlight the good tourism image of Bangkok.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F591;F274
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