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随着中国经济的快速发展,旅游已经成为人们生活的一个重要组成部分,传统的单一观光型旅游已经不能适合人们日益增加的旅游需求。因此研究消费者进行旅游的深层次原因,特别是消费者在旅游时所体现出的社会层面的需求显得非常重要。对其进行研究可以在开发新的旅游产品和服务时更多的加入社会层面的体验,将使消费者在旅游中获得更大程度的满足。本研究通过将社会认同理论引入消费者的旅游活动中,探索消费者的认同感是否会影响其对旅游产品的选择与消费。本研究最后进行了社会认同理论在旅游体验中的发展趋势及策略研究。
With the rapid development of China’s economy, tourism has become an important part of people’s lives. The traditional single-type tourism can no longer meet people’s increasing needs for tourism. Therefore, it is very important to study the deep-seated reasons for consumers to travel, especially the social needs of consumers when they travel. Researching it can add more to the social experience as new tourism products and services are developed and will make consumers more satisfied with travel. In this study, by introducing the theory of social identity into the tourism activities of consumers, we explore whether the identity of consumers will affect their choice and consumption of tourism products. Finally, this study conducts research on the development trend and tactics of social identity theory in the tourism experience.