旅游消費(fèi)行為的宏觀與微觀研究

旅游行為的宏觀與微觀研究THETOURISMSYSTEM

(Source:Leiper,N.,1979:67)

TransitRoutes

TOURIST

DESTINATION

REGIONS

TOURIST

GENERATING

REGIONS

DepartingTourists

Returning

Tourists

Thebroader(macro)environments:physical,cultural,social,economic,politicalandtechnological

TheTourismindustry

旅游研究大蛋糕旅游者行為研究的重要性（營銷學(xué)觀點(diǎn)）理解消費(fèi)者購買和使用旅游產(chǎn)品的決策過程、行為模式知道何時(shí)提供何種產(chǎn)品給特定的市場知道如何勸說消費(fèi)者選擇專門滿足其特定需求的某一產(chǎn)品營銷活動(dòng)效率和效益的最大化旅游資源的評(píng)價(jià)和開發(fā)旅游線路的設(shè)計(jì)和賓館選址旅游者行為研究的重要性對(duì)旅游者身心健康的意義對(duì)旅游者自身發(fā)展的意義主客交往對(duì)旅游地社會(huì)文化的影響地理學(xué)觀點(diǎn)心理學(xué)觀點(diǎn)社會(huì)學(xué)、人類學(xué)觀點(diǎn)旅游者行為的宏觀分析

Macro-Analysis

(EconomicApproach)Macroanalysisisconcernedwithexaminingcollectivetourismmovementsintermsofnumberofvisitors,andrevenuegeneratedfromthem.Dealswithdatasuchasarrivalspercountry,

flightloadings,hoteloccupancyrates,visitorspendingandsoon.Macrodemanddataunderliesallmarketingplanning.TheWorld'sTopTourismDestinations2004

RankCountryArrivals(million)Marketshare%1France75.19.82Spain53.67.03UnitedStates46.16.04China41.85.55Italy37.14.9TheWorld'sTopTourismDestinations(internationaltouristarrivals)

2006

rankCountryArrivals(millions)Percent

change

2005/2004Percent

change

2006/2005200520061.France75.979.11.0%4.2%2.Spain55.958.56.64.53.UnitedStates49.251.16.83.84.China46.849.612.16.05.Italy36.541.1-1.512.46.UnitedKingdom28.030.79.29.37.Germany21.523.66.89.68.Mexico21.921.46.3-2.69.Austria20.020.33.01.510.RussianFederation19.920.20.21.3World'sTopTourismEarners,2004

$inbillionsRankCountry20041

UnitedStates$74.52

Spain45.23

France40.84

Italy35.75

Germany27.76

UnitedKingdom27.37

China25.7World'sTopTenTourismEarners,2006

$inbillions

20052006

1.UnitedStates$81.8$85.7

2.Spain48.051.1

3.France42.342.9

4.Italy35.438.1

5.China29.333.9

6.UnitedKingdom30.733.7

7.Germany29.232.8

8.Australia16.917.8

9.Turkey18.216.910.Austria16.016.7Source:WorldTourismOrganization(WTO).旅游需求的主要影響因素（Maindeterminantsoftourismdemand）Economic(e.g.,prices)Demographic(e.g.,disposableincomelevels)GeographicComparativepricesGovernment/regulatoryMediacommunicationsSocio-cultural(thetastes,habitsandpreferencesofpotentialbuyers)Note:thesefactorsareexternaltoanyindividualbusinessandbeyonddirectcontrol.Marketers(you)needtocontinuouslymonitorsocialandeconomicenvironments幾個(gè)主要研究領(lǐng)域：旅游人數(shù)的周期性波動(dòng)引力模型與旅游預(yù)測旅游流的時(shí)空特征旅游者行為的微觀分析MICRO-ANALYSIS

(ConsumerBehavior)*Marketingapproach

...Isconcernedwiththesocialandpsychologicalfactorsthatliebehindgroupandindividualtouristchoices.Weaskquestionssuchas:Whatmakespeopleengageintourism-whataretheirmotivations?Howdopeoplemaketheirtourismchoicesandwhatinfluencesthem?Whataffectstheirperceptionsandimagesofdestinations,attractionsandothertourismchoices?*JobofthemarketerWhatdoesallthismean?Micro-analysisisconcernedwithindividualinfluences(internal)andexternalinfluences(social)(whyandhowquestions?)Macro-analysisisconcernedwithwho,where,howmuchandhowmany?

旅游消費(fèi)行為的刺激－反應(yīng)模型

MarketingStimuliOtherStimuliBuyer’sBlackBoxMotivationResponseTourismproductsPlace/distributionPricePromotionCulturalandSocial(referencegroupsLearningPerceptionsExperienceDemograp