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国家旅游局发布2016年上半年旅游统计数据报告显示,2016年上半年,我国旅游市场规模稳步扩大,实现旅游总收入2.25万亿元。2016年第3季度,中国在线旅游市场规模达到2098.2亿元人民币,在线旅游的发展势不可挡。在如此良好的旅游市场环境下,网络旅游消费已经吸引了社会各界的目光,尤其是对网络旅游消费者的关注。本研究从前人的研究成果入手,主要运用旅游消费者行为理论和市场营销AISAS模型,运用文献分析法、SPSS统计分析法、问卷调查法等分析网络旅游消费者行为特征并以此提出网络旅游消费者市场营销策略。
China National Tourism Administration released statistics on tourism statistics for the first half of 2016 The report shows that in the first half of 2016, China’s tourism market expanded steadily to realize a total tourism revenue of 2.25 trillion yuan. In the third quarter of 2016, the online travel market in China reached 209.82 billion yuan. The development of online travel is overwhelming. In such a good tourism market environment, online travel spending has attracted the attention of all sectors of society, especially for online travel consumers. This research starts with the research achievements of the predecessors, mainly analyzes the behavior characteristics of online travel consumers by using the theory of tourism consumer behavior and the marketing AISAS model, using the methods of literature analysis, SPSS statistical analysis and questionnaire survey, Consumer Marketing Strategy.