消费者购买旅游杂志意愿的影响因素研究

发布时间：2018-04-02 15:22

本文选题：旅游杂志　切入点：购买意愿　出处：《广东工业大学》2011年硕士论文

【摘要】：随着国民经济水平的不断提高,旅游业日益走向繁荣。在旅游业的带动下,旅游业的相关产业也蓬勃发展起来,旅游杂志就是其中一个方面。我国的旅游杂志经过多年发展,规模不断扩大,质量不断提升。经过合并、淘汰和革新,现存100多种具有国际、国内和地方生命力的旅游杂志。与旅游杂志发展相比较,有关旅游杂志消费方面的研究则显不足,与其发展速度不成正比,尤其是对于消费者购买旅游杂志的影响因素方面的有关研究,更是缺乏。在此背景下,本研究通过制作调查问卷,进而在广州市大型书店、报刊亭等地随机抽取消费者样本,直接研究影响消费者购买旅游杂志的各项因素。本文首先提出了影响消费者购买旅游杂志的几个因素,通过数据搜集,使用SPSS 13.0的统计分析工具,对不同因素对消费者购买旅游杂志意愿进行了分析,使用了描述性分析和列联表分析的分析方法验证出假设是否成立。并根据分析结果提出相应的营销建议,为旅游杂志行业在未来进行营销管理决策中提供有益的参考。本文在一系列的研究分析后得出的结论如下：消费者特征、杂志价格、杂志图片、杂志内容、杂志服务、杂志品牌、赠品促销等因素都对消费者购买旅游杂志的购买意愿产生影响,其中价格是影响消费者购买意愿的基本因素,消费者的生活水平提高与杂志自身价格都是价格因素的相关内容,同时消费者的购买意愿也会受到内容、图片、服务的多方面影响。对于旅游杂志进行的赠品促销,虽然其能够影响消费者的购买意愿,但是其赠品的价值与优惠的多少并不能对消费者的购买意愿产生显著的影响。根据研究结果,笔者提出若干营销建议,在旅游杂志的发展上,要开发出迎合消费者需要的旅游杂志,针对不同的年龄、教育水平、经济水平设计旅游杂志的内容信息、图片和服务。同时注重服务和品牌建设,开展适合自身的、创新的营销方式,扩大杂志的品牌影响力,并以良好的服务提升消费者满意度,促使消费者产生较高的购买意愿。
[Abstract]:With the development of the national economy, the tourism industry is becoming more and more prosperous.Under the impetus of tourism, tourism related industries also flourish, tourism magazine is one of the aspects.The travel magazine of our country passes through many years development, the scale expands ceaselessly, the quality is improved ceaselessly.Through merger, elimination and innovation, there are more than 100 travel magazines with international, domestic and local vitality.Compared with the development of tourism magazines, the research on the consumption of tourism magazines is insufficient, which is not proportional to the speed of development, especially the research on the influencing factors of consumers buying travel magazines.In this context, this study through the production of questionnaires, and then in Guangzhou large bookstores, newsstands and other places randomly sampling consumer samples, directly study the factors that affect consumers to buy travel magazines.This paper first puts forward several factors that affect consumers' purchase of travel magazines. By means of data collection and using SPSS 13.0 's statistical analysis tool, this paper analyzes different factors on consumers' willingness to buy travel magazines.The analytical methods of descriptive analysis and column table analysis are used to verify the validity of the hypothesis.According to the results of the analysis, the author puts forward the corresponding marketing suggestions, which provides a useful reference for the tourism magazine industry to make marketing management decisions in the future.The conclusions of this paper are as follows: consumer characteristics, magazine price, magazine pictures, magazine content, magazine service, magazine brand,Such factors as promotion of gifts have an impact on consumers' willingness to buy travel magazines, among which price is the basic factor that affects consumers' willingness to buy, and the improvement of consumers' living standards and the price of the magazine itself are all related to the price factors.At the same time, the consumer's willingness to buy will also be affected by the content, pictures and services.As for the promotion of gifts carried out by travel magazines, although it can influence consumers' purchase intention, the value and discount of their gifts can not have a significant impact on consumers' purchase intention.According to the results of the study, the author puts forward some marketing suggestions. In the development of tourism magazines, we should develop travel magazines that cater to the needs of consumers, and design the content information of tourism magazines according to different ages, educational levels and economic levels.Pictures and services.At the same time, we should pay attention to the service and brand construction, carry out the suitable and innovative marketing method, expand the brand influence of the magazine, and promote the consumer satisfaction with good service, so as to urge the consumers to have a higher purchase intention.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;G239.23

【引证文献】