基于消费者偏好的桂林低碳旅游产品营销策略研究

发布时间：2018-09-15 19:57

【摘要】：2009年12月7日的哥本哈根气候峰会召开之后,“低碳经济”的议题持续升温,受到了全球范围内的广泛关注,环境问题再一次被提上了各国议程。要想从根本上应对全球气候变暖,全人类必须减少化石燃料的使用,实现低碳的生产消费方式。在保护地球,实现社会可持续发展,倡导健康生活的理念下,发展低碳经济己成为全球各个国家的共识。随着旅游业在国民经济产业中的地位日益突显,旅游企业的市场竞争也必将日益激烈。在旅游业不断发展的同时,也暴露出了很多环境问题,如对当地自然与生物系统的破坏、大气污染、废弃物污染、污水排放等环境问题的不断出现,使旅游业由传统意义上的“无烟产业”变成了高排放、高污染、高消耗的“三高”产业。但从旅游业的依托资源、性质、特点和结构来看,它又具有着低碳排放的突出优势。因此发展低碳旅游,提高竞争力成为旅游企业获得生存和发展的必要手段。据研究预测,中国将在2020年成为世界上第一旅游目的地大国,而桂林作为全球知名旅游城市之一,实行低碳旅游势在必行。本研究从消费者偏好视角出发,在认真学习、广泛收集国内外关于旅游营销和低碳旅游相关理论与实践等诸多研究成果的基础上,充分把握桂林市现有旅游资源状况,通过对桂林游客对低碳旅游认知度和旅游者消费偏好特点的问卷调查,对数据进行收集与整理,再以旅游产品营销理论为基础,以消费者偏好为视角,结合桂林旅游实际情况,进行桂林市旅游城市低碳化营销策略的设计。本文总共分为六章：第一章,导论。对本文研究的背景及意义、研究的方法和思路,以及文章的主要内容做了总体上的介绍。指出本研究的理论意义和现实意义。第二章,理论基础与相关文献综述。本章主要对基本概念进行界定,对旅游营销相关理论进行介绍,对国内外关于低碳旅游相关理论研究进行综述,为下文的研究打下了坚实的理论基础。第三章,桂林旅游业状况及发展低碳旅游的优势分析。首先介绍了桂林旅游业发展状况,指出了现阶段桂林旅游业面临的挑战,接着对桂林开展低碳旅游的优势进行了分析。第四章,低碳旅游营销策略的研究。首先对桂林低碳旅游的发展条件进行分析,指出桂林成功开展低碳旅游的优劣势,接着结合桂林旅游实际特点,以了解游客低碳认知度和消费特点为目的,针对性地制作调查问卷,分析现阶段关于游客旅游消费特点。由此得出结论：(1)游客对低碳旅游认知不够；(2)旅游者的消费偏好与低碳旅游的消费特点并不一致(3)影响旅游者消费偏好是低碳旅游营销的实现路径。第五章,低碳旅游营销策略的设计。本文根据第三部分问卷调查得出的结果,从旅游者消费偏好的视角,基于旅游产品营销的理论,结合桂林旅游的实际特点,针对性地进行低碳旅游营销策略的设计,为企业在新形势下制定旅游营销策略提供参考。第六章,总结。具体归纳本研究的结论,并指出本文研究存在的不足之处。
[Abstract]:After the Copenhagen Climate Summit on December 7, 2009, the issue of "low-carbon economy" has attracted worldwide attention. Environmental issues have once again been put on the agenda of all countries. Under the concept of protecting the earth, realizing the sustainable development of society and advocating a healthy life, developing a low-carbon economy has become the consensus of all countries in the world. Environmental problems, such as the destruction of local natural and biological systems, air pollution, waste pollution, sewage discharge and other environmental problems continue to emerge, so that tourism from the traditional sense of "smoke-free industry" into a high emissions, high pollution, high consumption of "three high" industry. It also has the prominent advantage of low carbon emissions. Therefore, developing low carbon Tourism and improving competitiveness become the necessary means for tourism enterprises to survive and develop.
From the perspective of consumer preference, based on careful study and extensive collection of relevant theories and practices on tourism marketing and low-carbon tourism at home and abroad, this study fully grasps the current situation of tourism resources in Guilin, through a questionnaire survey on the cognition of Guilin tourists to low-carbon tourism and the characteristics of tourists'consumption preference. Based on the theory of tourism product marketing, and from the perspective of consumer preference, combined with the actual situation of Guilin tourism, this paper designs the low-carbon marketing strategy of Guilin tourism city.
The first chapter is the introduction. It gives a general introduction to the background and significance of the study, the methods and ideas of the study, and the main contents of the paper. It points out the theoretical and practical significance of the study.
The second chapter is the theoretical basis and related literature review. This chapter mainly defines the basic concepts, introduces the related theories of tourism marketing, and summarizes the domestic and foreign related theories of low-carbon tourism, which lays a solid theoretical foundation for the following study.
In the third chapter, the status of Guilin's tourism and the advantages of developing low-carbon tourism are analyzed. First, the development of Guilin's tourism is introduced, the challenges faced by Guilin's tourism are pointed out, and then the advantages of developing low-carbon tourism in Guilin are analyzed.
The fourth chapter is the study of low-carbon tourism marketing strategy. First, the paper analyzes the development conditions of Guilin low-carbon tourism, points out the advantages and disadvantages of Guilin's successful low-carbon tourism, and then combines the actual characteristics of Guilin's tourism, in order to understand the low-carbon awareness and consumption characteristics of tourists for the purpose of making questionnaires, analyzes the current stage about tourists. The conclusions are as follows: (1) tourists do not know enough about low-carbon tourism; (2) tourists'consumption preference is not consistent with the consumption characteristics of low-carbon tourism; (3) influencing tourists' consumption preference is the way to realize low-carbon tourism marketing.
The fifth chapter is the design of low-carbon tourism marketing strategy. According to the results of the third part of the questionnaire survey, from the perspective of tourists'consumption preference, based on the theory of tourism product marketing, combined with the actual characteristics of Guilin tourism, this paper designs low-carbon tourism marketing strategy aiming at making tourism marketing strategy for enterprises under the new situation. Provide reference.
The sixth chapter summarizes the conclusions of this study, and points out the shortcomings of this study.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7

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