泰国曼谷Siam Paragon购物中心针对中国旅游者营销策略研究

发布时间：2018-04-12 17:07

本文选题：泰国曼谷 + Siam　；参考：《昆明理工大学》2015年硕士论文

【摘要】：在泰国的入境旅游市场中,中国已成为泰国最大入境旅游市场。中国正日益发展成为世界经济强国,中国人民生活水平日益提高,泰国高度重视中国旅游市场的开发,泰中旅游合作前景非常广阔。作为泰国景点及高人气的购物中心之一的Siam Paragon购物中心,本文将通过分析中国游客在Siam Paragon购物中心的消费行为及实证检验影响服务满意度的因素,从中发现Siam Paragon购物中心在对中国旅游者营销中存在的问题与不足,借鉴服务营销7P'S组合策略,提出针对中国旅游者的营销策略,旨在提升Siam Paragon购物中心的服务质量与竞争力,更好的服务于中国旅游者,促进泰国旅游业的发展。本文通过设计与发放调查问卷,收集并分析数据,得出以下结论：在接受访问的405为中国旅游者中,69.63%的游客不止一次光临过Siam Paragon购物中心；游客们以多样化的结伴方式入泰游玩,其中最普遍的方式是与亲戚结伴而来；游客前往购物中心的目的凸显出多样性,排在前三位的是购物、逛街和吃饭；42.96%的被访问者可以接受2-3小时的购物或娱乐时间,32.59%的被访问者可以接受1-2小时的购物或娱乐时间；在对此次计划消费的金额的调查中,结果排在前两位的选项是1000-5000泰铢和5000-10000泰铢；被访者通过宣传资料、旅行社介绍、网络途径、亲友介绍等途径熟知购物中心；而游客所遇到的最多的问题就是语言障碍；最后64.69%的被访者表示愿意再次前往购物中心。此外,在相关性分析的结论中,商品质量、服务质量、商品多样性、商品总体价格水平、班车安排、停车场所、交通便利性、知名度、促销方式、促销活动力度、促销活动频繁性、导购员的服务水平、导购员的服务态度、购物、娱乐场所环境设计、商品陈列方式、商品价格标签详实度、导购标识显著性、环境清洁卫生情况、背景音乐、电梯／扶梯安全便利性、休息场所舒适度、导购员服务及时性、导购员处理投诉时的效率和效果同中国旅游者对购物中心服务的满意度在1%的水平上呈显著相关,营业时间与灯光照明与服务满意度在5%的水平上呈显著相关,上述因素是影响服务满意度的因子。服务总体价格水平、导购员的仪容仪表、商场温度与湿度同服务满意度之间不存在相关关系。
[Abstract]:In Thailand's inbound tourism market, China has become Thailand's largest inbound tourism market.China is developing into a world economic power day by day, and the living standard of Chinese people is improving day by day. Thailand attaches great importance to the development of Chinese tourism market, and the prospect of tourism cooperation between Thailand and China is very broad.As one of Thailand's scenic spots and one of the popular shopping centers, Siam Paragon Shopping Center will analyze the consumption behavior of Chinese tourists in Siam Paragon Shopping Center and empirically test the factors that affect service satisfaction.In order to improve the service quality and competitiveness of Siam Paragon shopping center, this paper finds out the problems and shortcomings of the Siam Paragon shopping center in the marketing of Chinese tourists, and puts forward the marketing strategy for Chinese tourists by referring to the 7P'S combination strategy of service marketing, so as to improve the service quality and competitiveness of Siam Paragon shopping center.Better serve Chinese tourists and promote the development of tourism in Thailand.By designing and distributing questionnaires, collecting and analyzing the data, this paper draws the following conclusions: 69.63% of the Chinese tourists visited the Siam Paragon Shopping Center more than once;Tourists enter Thailand in a variety of partnered ways, the most common of which is to accompany relatives, and the purpose of visiting shopping centers is to highlight the diversity, with shopping in the top three.Shopping and eating 42.96% of the interviewees can accept 2-3 hours of shopping or entertainment time or 32.59% of the interviewees can accept 1-2 hours of shopping or entertainment time.Results the top two options were 1000-5000 baht and 5000-10000 baht. The interviewees were familiar with the shopping center through publicity materials, travel agencies, network channels, relatives and friends, etc.In the end, 64.69% of the interviewees said they would like to go to the shopping center again.In addition, in the conclusion of correlation analysis, the quality of goods, service quality, commodity diversity, overall price level of commodities, shuttle bus arrangement, parking place, transportation convenience, popularity, promotion methods, promotional activities,Promotion activities frequently, the service level of the guide buyer, the service attitude of the guide buyer, shopping, entertainment place environment design, the commodity display way, the commodity price label detail, the guide purchase mark significance, the environment clean hygiene condition, the background music,The safety and convenience of elevator / escalator, the comfort of rest place, the timeliness of shopping guide service, the efficiency and effect of guide buyer in handling complaints were significantly related to the satisfaction of Chinese tourists with shopping center service at the level of 1%.There was a significant correlation between business hours and lighting and service satisfaction at the level of 5%. The above factors were the factors affecting service satisfaction.There is no correlation between the service price level, the appearance and appearance of the guide, the temperature and humidity of the shopping mall and the satisfaction degree of the service.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F733.36;F592

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