消费者态度对旅游房地产购买决策影响研究

发布时间：2018-02-04 21:05

本文关键词： 旅游房地产购买决策态度-决策模型　出处：《湖北大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的高速增长,居民生活水平不断提高,居民在享受物质成果的同时,对旅游这种满足精神需求的高层次消费也愈加重视,越来越多的居民将闲暇时间用于旅游消费。此外居民也开始追求更好的生活环境质量。由消费需求和质量要求直接刺激国内旅游房地产的发展,旅游消费市场的不断扩张和住宅环境质量的不断提升形成了旅游房地产业发展的原始驱动力。与此同时,传统房地产业面临着更加激烈的竞争,导致利润降低和风险增大,如何提高产品附加值成为目前房地产业的重要问题,旅游和地产的融合这一开发模式也被越来越多的开发商所关注。作为一种旅游和地产相结合的新兴产业,涉及到多学科理论的融合,也亟需相关理论基础来指导实践,对旅游房地产理论的研究是其发展的支撑点。旅游房地产的发展是事关旅游业和房地产业融合与协调的重大问题,也是值得全面、系统和深入探讨的课题。全文内容具体可以分为六个部分：第一部分是绪论。主要概述问题提出的背景,以及国内外研究的相关动态,并在此基础上介绍了本研究的研究目的、方法及思路。第二部分是概念界定及相关理论基础。对旅游房地产的概念进行界定,并对房地产理论、产业融合理论、经济外部性理论、消费者行为学理论和消费者态度理论进行了归纳和梳理,为下面的研究作理论上的铺垫。第三部分是分析我国旅游房地产业的市场趋势。从产业发展来看,国民经济、旅游业及房地产市场的发展都影响着旅游房地产业的发展；从市场发展来看,人们观念的转变、我国丰富的旅游资源及开发企业的经营实力都表明我国旅游房地产市场有良好的发展前景。第四部分是消费者态度对旅游房地产购买决策影响的实证分析。基于消费者态度三因素理论(认知因素、情感因素、意愿因素)编制调查问卷,通过实地调研,运用SPSS17.0对所得数据回归分析,从而得出在消费者态度三因素的多个属性中,价值观和情感偏好两个属性对消费者购买旅游房地产有正向显著影响。第五部分是针对上述的分析结果提出对策建议。最后是进行全文的总结与展望。
[Abstract]:With the rapid growth of our economy, the living standards of the residents are constantly improving, residents enjoy the material results, at the same time, the high-level consumption of tourism to meet the spiritual needs has become more and more important. More and more residents will spend their leisure time on tourism consumption. In addition, residents have begun to pursue better living environment quality. Consumption demand and quality requirements directly stimulate the development of domestic tourism real estate. The unceasing expansion of tourism consumption market and the continuous improvement of residential environmental quality have formed the original driving force for the development of tourism real estate industry. At the same time, the traditional real estate industry is facing more fierce competition. As a result of reduced profits and increased risks, how to improve the added value of products has become an important issue in the real estate industry. The development model of tourism and real estate is also concerned by more and more developers. As a new industry which combines tourism and real estate, it involves the integration of multidisciplinary theory. The research on the theory of tourism real estate is the supporting point of its development. The development of tourism real estate is a major problem related to the integration and coordination of tourism and real estate. Is also worthy of comprehensive, systematic and in-depth discussion of the subject. The full text can be divided into six parts: The first part is the introduction. The background of the question is summarized, and the research trends at home and abroad are also introduced. On this basis, the purpose, methods and ideas of this study are introduced. The second part is the definition of the concept and related theoretical basis. The concept of tourism real estate is defined, and the real estate theory, industrial convergence theory, economic externality theory. Consumer behavior theory and consumer attitude theory are summarized and combed. The third part is to analyze the market trend of China's tourism real estate industry. From the perspective of industrial development, the development of national economy, tourism and real estate market all affect the development of tourism real estate industry; From the point of view of market development, the change of people's concept, the rich tourism resources and the management strength of developing enterprises all indicate that the tourism real estate market of our country has a good development prospect. The 4th part is an empirical analysis of the impact of consumer attitude on the purchase decision of tourism real estate. Based on the theory of three factors of consumer attitude (cognitive factor, emotional factor, willingness factor), the questionnaire is compiled. Through the field investigation, using the SPSS17.0 regression analysis of the data obtained, so as to get in the consumer attitude of the three factors of multiple attributes. The two attributes of values and emotional preferences have a positive and significant impact on consumers' purchase of tourism real estate. The 5th part is based on the above analysis results put forward countermeasures and suggestions. The last part is the summary and prospect of the full text.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F299.23

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