顾客购买行为是当今营销活动研究的重点,也是一个难点。而作为服务行业的旅游业,顾客购买行为更是他们研究的重中之重。企业必须了解个人顾客是怎样作出购买旅游产品的决策的,有哪些因素会影响到顾客的购买行为,这样才能有针对性的设计自己的旅游产品。本文就这个问题作了认真探讨。 Customer buying behavior is the focus of today’s marketing activities, but also a difficult point. As a service industry tourism, customer buying behavior is their top priority. Enterprises must understand how individual customers make the decision to buy travel products, what factors will affect the customer’s buying behavior, in order to be able to target their own design of tourism products. This article made a serious discussion of this issue.