利基市场：银行职员旅游消费行为实证研究

发布时间：2018-05-02 16:22

本文选题：银行职员 + 旅游消费行为　；参考：《陕西师范大学》2013年硕士论文

【摘要】：近年来,随着社会全面发展和人们消费能力的提升,旅游活动逐渐大众化,旅游需求也展露出个性化发展趋势。旅游需求个性化要求高度的市场细分化,市场的细化促生了利基市场在旅游行业的应用。市场利基的关键因素是专业化,通过专业化来体现集中化,这就要求对旅游市场进行不同程度的细分。通过对群体生活状态和消费能力的分析,本研究选择银行职员这一细分市场进行调查分析,对该细分市场进行专业化、集中化的定位和剖析,为市场利基者提供决策建议。选择银行职员群体的原因有两个,其一是高消费能力,银行职员大部分处于城市,是人们平日眼中的具有高收入的职业白领,消费水平受收入水平的直接制约和影响,所以银行职员也是高消费群体。目前社会随着收入水平的提高,人们的消费水平也在悄然变化,随着消费支出重点的转移,人们的消费内容逐渐向精神和文化层面转化,精神消费和文化消费逐步增多。其二是强休闲欲望,这一方面是现代社会的大势所趋,另一方面也是由该群体较大的工作生活压力所致,而旅游是放松身心,缓解压力的一个重要方式。随着旅游活动大众化的趋势,在工作生活压力巨大的环境下,选择出游是越来越多人的选择。了解该细分市场的旅游消费行为,开拓此类利基市场有着重大的实践意义。本研究通过对研究对象的深度访谈和实地问卷调查,获取到了关于银行职员群体旅游消费行为相关一手数据,对数据进行数理统计分析和语义分析,归纳总结发现该群体的旅游消费行为特征有：普遍存在出游意愿,年出游频次集中在1-4次；“缓解压力,放松心情”和“观光休闲”是典型的旅游动机；集中在法定假期、双休日及带薪假期三个时间段进行出游,且一般停留时间在2-5天；首选与家人／亲朋等比较熟悉和亲密的人进行自助式旅游；年旅游花费相对均衡,5000元以内与5000元以上所占比例基本持平,单次最高消费集中在2000元以上；看重旅行社的信誉和服务质量,对旅游价格不敏感；认可媒介广告和公共关系营销,依赖网络和亲朋了解旅游信息；餐饮注重地方特色,不喜好KFC类快餐店；突出偏好经济型酒店；主要交通方式是火车、飞机和私家车；典型偏好自然山水类和民族风情类旅游资源,城市园林类和特色节庆活动旅游资源偏好不明显；偏好在特色购物街、纪念品专营店购买当地特产和旅游纪念品；具有较强的出境潜力,出境旅游目的地主要集中在欧洲、加美、澳新和东南亚。不同性别的银行职员在对旅游活动核心要素的餐饮、住宿和交通方面性别偏好差异显著,在旅游景点和旅游购物方面无明显的性别差异：①女性的餐饮偏好更集中,而男性的偏好个体差别较大,散布于高档餐厅与中低档餐厅之间；②男性偏好于高档消费的住宿设施,女性偏好集中在中低档消费水平的住宿设施上；③男性较女性对于飞机和自驾车有着明显偏好；④旅游景点偏好无显著性差异,趋同性明显；⑤在旅游购物方面银行职员性别差异不显著,均偏好当地特产类和工艺纪念品类等旅游商品,而女性并没有表现出对金银首饰类和化妆品等产品的偏好。鉴于此,针对开拓和巩固银行职员细分市场,本研究提出了以下几方面的建议：旅行社品牌化和服务提升；经济型酒店的个性化促销；旅游产品的文化创新；在线旅行服务网站的群体渗透；新型休闲旅游产品的推广等。
[Abstract]:In recent years , with the overall development of society and the improvement of people ' s consumption ability , the tourism activities gradually become more popular , and the tourism demand also shows the development trend . The tourism demand personalization requires a high degree of market differentiation , and the refinement of the market promotes the application of the niche market in the tourism industry . The key factor of the market niche is specialization , which reflects the centralization through specialization , which demands a different degree of subdivision of the tourism market .

Based on the analysis of the group ' s living state and consumption ability , this study selects bank employees to carry out investigation and analysis , and makes decision - making suggestions for the market niche .

Based on the deep interview and the field survey of the subjects , this paper obtains the data about the tourist consumption behavior of the bank staff group , analyzes the data and the semantic analysis , and concludes that the characteristics of the tourism consumption behavior of the group are as follows : the prevailing willingness to travel , the annual excursion frequency is concentrated in 1 - 4 times ;
" relieving stress , relaxing mood " and " sightseeing and leisure " are typical tourist motives ;
Focus on the statutory holidays , double rest days and paid leave for three periods of time , and the average residence time is 2 - 5 days ;
It is preferred to conduct self - service tourism with familiar and intimate persons , such as family members / relatives and friends ;
The annual tourism cost is relatively balanced , the proportion of 5,000 yuan and more than 5000 yuan is basically flat , the single highest consumption is more than 2000 yuan ;
The reputation and quality of service of tour operators are not sensitive to the price of travel ;
Recognize media advertising and public relations marketing , rely on networks and relatives and friends to learn about travel information ;
catering to local characteristics , not to taste the fast food restaurants ;
prominent preference for economical hotels ;
The main modes of transportation are trains , airplanes and private cars .
There is no obvious preference for the tourism resources of natural mountains and water and national wind conditions , and the tourism resources of urban gardens and special festivals are not obvious ;
prefer to buy local specialty products and tourist souvenirs at specialty shopping streets and souvenir stores ;
With strong exit potential , the destination of outbound travel is mainly concentrated in Europe , Canada , Macao and South - East Asia . Bank staff of different sex have significant differences in catering , accommodation and transportation of the core elements of tourism activities . There is no obvious sex difference in tourist attraction and tourism shopping : ( 1 ) Female catering preference is more concentrated , while male preference individual difference is larger , spread between high - end restaurant and middle - low - grade restaurant ;
( 2 ) Male preference for high - end consumer accommodation facilities , female preference is concentrated in low - grade consumer accommodation facilities ;
( 3 ) There is obvious preference for women in the airplane and self - driving ;
( 4 ) There was no significant difference in the preferences of tourist attractions , and the convergence was obvious ;
( 5 ) There is no significant difference in the sex difference between the staff of the bank staff in the area of tourism shopping , and the preference of local specialties and crafts souvenirs is preferred , and the female does not show preference for products such as gold and silver jewelry and cosmetics .

In view of this , in view of the development and consolidation of the segment market of bank employees , the following suggestions are put forward : brand and service promotion of travel agents ;
Personalized promotion of economical hotels ;
Cultural Innovation of Tourism Products
Group penetration of online travel service websites ;
The promotion of new leisure tourism products , etc .

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

【参考文献】