我国邮轮旅游者购买决策影响因素研究

发布时间：2018-05-07 22:29

本文选题：邮轮 + 邮轮旅游　；参考：《东北财经大学》2012年硕士论文

【摘要】：邮轮在古代是邮政部门专门用来运输洲际间远距离邮件的重要交通工具之一,所以也可以称作为远洋邮轮。后来由于喷气式民航客机的出现,远洋邮轮作为长距离运输的载客、载货的功能渐渐削弱,远洋邮轮的角色,也从运输演变为供游乐的邮轮。现代邮轮业于20世纪50、60年代率先在北美地区实现现代化转型。经过40余年的产业发展和技术进步,现代邮轮业逐渐演变成以大型豪华游船为运作依托,跨国旅游为核心的新型产业,属于旅游市场的高端产品。随着国际邮轮业的发展,中国庞大的市场和巨大的潜在消费能力成为世界各大邮轮公司争相开拓的对象,与此同时,国内旅游面临着良好的发展契机。但是我国邮轮旅游起步比较晚,还未引起足够的关注,国内学者对邮轮旅游方面的研究也比较少。本文的创新之处就是以旅游者角度研究我国邮轮旅游者在购买邮轮产品决策的影响因素,采用定性分析和定量分析相结合的研究方法,以理论模型为基础,以调查数据为依据,分析研究各个影响因素及其权重。首先进行理论梳理,总结分析国内外关于消费者购买决策行为的理论研究,在此基础上,构建影响我国邮轮旅游者的购买决策影响因素模型。并根据理论需要设计本文的调研问卷。其次对收集到的问卷进行统计分析。采用描述性分析分析样本的基本资料,采用信度、效度分析验证量表的准确性,采用因子分析萃取主要的影响因、子,采用独立样本t检验和方差分析来验证各个因子的相互关系和影响程度。得到本文的研究结果：1、影响我国邮轮旅游者购买决策行为的影响因素主要为心理因素、经济因素、文化因素、社会因素、营销刺激因素等5大因素。这几大类因素从其根源分析,归纳为内部因素和外部因素。2、不同特征和购买行为的邮轮旅游者购买决策影响有所不同,主要表现为：不同性别的邮轮旅游者购买决策影响因子不存在显著性差异。不同年龄的邮轮旅游者购买决策影响因子存在显著性差异。不同受教育程度的邮轮旅游者购买决策影响因子存在显著性差异。不同忠诚度的邮轮旅游者的购买决策影响因子存在显著性差异。但是由于笔者的能力有限,研究分析的深度不够,同时也受限于调研问卷的数量和范围原因,研究结论不具有足够的代表性。希望进一步的研究能突破这些限制因素,作出更深入和准确的理论研究。
[Abstract]:In ancient times, cruise ships were one of the most important means of transportation used by the postal department to transport intercontinental long-distance mail, so they could also be called ocean-going cruises. As a result of the emergence of jet passenger aircraft, ocean-going cruise ships, as passenger carriers for long distance transportation, gradually weakened their capacity to carry goods. The role of ocean cruise ships has also evolved from transport to cruise ships for pleasure. The modern cruise industry took the lead in modernizing North America in the 1950s and 1960s. After more than 40 years of industrial development and technological progress, the modern cruise industry has gradually evolved into a new type of industry based on large luxury cruise ships and with transnational tourism as the core, which belongs to the high-end products of the tourism market. With the development of the international cruise industry, China's huge market and huge potential consumption power have become the object of development of the world's major cruise companies. At the same time, domestic tourism is facing a good opportunity for development. However, cruise tourism in China started relatively late, has not attracted enough attention, and domestic scholars have less research on cruise tourism. The innovation of this paper is to study the influencing factors of our country's cruise tourists' decision in purchasing cruise products from the perspective of tourists, adopt the research method of combining qualitative analysis and quantitative analysis, take the theoretical model as the basis, and take the survey data as the basis. Analyze and study the influence factors and their weights. Firstly, this paper summarizes and analyzes the domestic and foreign theoretical research on the behavior of consumer purchase decision, and on this basis, constructs a model of influencing factors of the purchase decision of cruise tourists in China. And according to the theoretical needs of the design of this survey questionnaire. Secondly, the collected questionnaires were statistically analyzed. The basic data of the sample were analyzed by descriptive analysis, the accuracy of the scale was verified by reliability and validity analysis, and the main influencing factors were extracted by factor analysis. Independent sample t-test and ANOVA were used to verify the relationship and influence of each factor. The result of this paper is as follows: 1. The factors influencing the decision making of cruise tourists in China are psychological factors, economic factors, cultural factors, social factors, marketing stimuli and so on. These factors can be summarized as internal factors and external factors from their root causes. Different characteristics and purchasing behavior of cruise tourists have different influence on purchasing decision. The main results are as follows: there is no significant difference in the factors affecting the buying decision of cruise tourists of different genders. There are significant differences in the factors affecting the purchasing decision of cruise tourists of different ages. There are significant differences in the factors affecting the purchasing decision of cruise tourists with different educational levels. There are significant differences in the factors affecting the purchase decision of cruise tourists with different loyalty. However, due to the limited ability of the author, the depth of research and analysis is not enough, but also limited by the number and scope of the questionnaire, the conclusion of the study is not representative enough. It is hoped that further research can break through these limitations and make more in-depth and accurate theoretical research.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F552

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