自助旅游者使用手机预订旅游产品的差异研究
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摘要
自助游是当前最热门的旅游方式之一,自助旅游者使用手机预订各类旅游产品亦成为了产业发展的大势所趋.本文以到访北京的自助旅游者为研究对象进行问卷调查,用单因素方差分析和独立样本T检验分析法,研究了不同自助旅游者使用手机预订旅游产品的行为、评价和态度.自助旅游者使用手机预订旅游产品的频次、评价和态度随年龄的增高、文化程度和收入的降低呈现降低趋势,且不同职业间差距显著.学生群体偏好使用手机预订旅游产品,其重复使用倾向、满意度和推荐使用度均高于其它群体;而政府职员多为尝试型,非常注重手机预订的安全性;文化程度越低的自助旅游者,越期望能够使用便捷的新技术手段.根据研究结果将自助游手机预订行为分为依赖型、偏好型、尝试型和被动型四类.研究成果为企业提供细分自助旅游者的市场依据,帮助其实现精准营销.
Self-help tourism is one of the most popular travel ways,self-help tourists booking varied kinds of tourism products is the trend of the times. This paper conducts questionnaires towards the self-help tourists who visit Beijing,the behaviours,evaluations and attitudes of self-help tourists booking by mobile phone were studied by applying one-way analysis of variance and Student's test. It is found that the frequencies,evaluations and attitudes of self-help tourists booking by mobile phone decrease with increased age,poorer education and incomes decline.What's more,there are significant differences among different occupations. Students rely on mobile phones to book travel product,their reusability tendencies,satisfactions and recommendations are higher than other groups. Most of the civil servants who work for parties or government just experience,they pay a lot of attentions on security. People who received limited education expect more new technologies. Based on the search results,this paper divides the market into four categories: dependent,preference,attempt and passive. The research results provide tourism enterprises with the basis of the consumer market segments to help them achieve accurate marketing.
Self-help tourism is one of the most popular travel ways,self-help tourists booking varied kinds of tourism products is the trend of the times. This paper conducts questionnaires towards the self-help tourists who visit Beijing,the behaviours,evaluations and attitudes of self-help tourists booking by mobile phone were studied by applying one-way analysis of variance and Student's test. It is found that the frequencies,evaluations and attitudes of self-help tourists booking by mobile phone decrease with increased age,poorer education and incomes decline.What's more,there are significant differences among different occupations. Students rely on mobile phones to book travel product,their reusability tendencies,satisfactions and recommendations are higher than other groups. Most of the civil servants who work for parties or government just experience,they pay a lot of attentions on security. People who received limited education expect more new technologies. Based on the search results,this paper divides the market into four categories: dependent,preference,attempt and passive. The research results provide tourism enterprises with the basis of the consumer market segments to help them achieve accurate marketing.
引文
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[22]THRANE C.Analyzing tourists'length of stay at destinations with survival models:a constructive critique based on a case study.[J].Tourism Management,2012,33(1):126-132.
[23]黄潇婷.旅游者时空行为研究[M].北京:中国旅游出版社,2011.
[24]张志平,陈惠春.企业忠诚顾客的培育模式[J].经济管理,2002(9):40-43.
[25]黄敏儿,吴钟琦,唐淦琦.服务行业员工的人格特质、情绪劳动策略与心理健康的关系[J].心理学报,2010,42(12):1175-1189.
[2]汪锋.网络技术:散客旅游市场发展的推进器[J].旅游学刊,2007,22(5):10-11.
[3]杨俭波,肖顺金.当前我国自助游监管“空心化”的成因、根源及对策分析[J].人文地理,2007,22(3):87-91.
[4]陈俊鸿.论风景名胜区的自助旅游开发[J].旅游学刊,1995,10(6):40-43.
[5]罗昭君.消费者在线订购旅游产品的影响因素分析[D].上海:华东理工大学,2014.
[6]赵春峰.中国网络旅行预订产业分析[J].旅游论坛,2009,2(5):695-698.
[7]李嘉琪,邹光勇.旅游企业APP免费运营模式研究[J].旅游论坛,2015,8(6):52-59.
[8]2017年Q3中国在线旅游季度数据发布研究报告[R].艾瑞咨询,2017.
[9]陈默.在线旅游移动端大战初现端倪[J].互联网周刊,2013(20):26-27.
[10]KIM W G,KIM D J.Factors affecting online hotel reservation intention between online and non-online customers[J].International Journal of Hospitality Management,2004,23(4):381-395.
[11]崔美娜.基于联合分析法的酒店在线预订渠道影响因素研究[D].大连:东北财经大学,2014.
[12]张玉梅,刘梦思.影响旅游者选择旅游网站的因素研究[J].首都师范大学学报:自然科学版,2018(2):76-84.
[13]文谨,宫辉力.自助旅游者对网络旅游信息的需求研究[J].北京社会科学,2009(4):61-66.
[14]王欣,庞玉兰.我国自助旅游者行为偏好与人口特征的分析:以海南省为例[J].企业技术开发,2015,34(8):67-70.
[15]KORGAONKAR P,WOLIN L D.Web usage,advertising,and shopping:relationship patterns[J].Internet Research Electronic Networking Applications&Policy,2002,12(2):191-204.
[16]闫秀梅,王美芳,张庆.学前儿童特质推理中的行为频次效应[J].心理科学,2010(5):1127-1130.
[17]高超.自助旅游者手机使用频度和自助游经验对手机预订行为的影响研究[J].首都师范大学学报:自然科学版,2017(4):92-98.
[18]郭立场.中国人均收入不及全球平均一半的警示[J].党政干部参考,2012(5):40.
[19]SEDGLEY D,PRITCHARD A,MORGAN N.Tourism and ageing:a transformative research agenda[J].Annals of Tourism Research,2011,38(2):422-436.
[20]马耀峰,梁旺兵,苏红霞,等.旅华外国游客旅游消费偏好的实证研究[J].地理与地理信息科学,2005(6):96-99.
[21]粟路军,王亮.城市周边乡村旅游市场特征研究:以长沙市周边乡村旅游为例[J].旅游学刊,2007,22(2):67-71.
[22]THRANE C.Analyzing tourists'length of stay at destinations with survival models:a constructive critique based on a case study.[J].Tourism Management,2012,33(1):126-132.
[23]黄潇婷.旅游者时空行为研究[M].北京:中国旅游出版社,2011.
[24]张志平,陈惠春.企业忠诚顾客的培育模式[J].经济管理,2002(9):40-43.
[25]黄敏儿,吴钟琦,唐淦琦.服务行业员工的人格特质、情绪劳动策略与心理健康的关系[J].心理学报,2010,42(12):1175-1189.