长沙市建城区老年旅游市场分析
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摘要
随着我国进入老龄化社会,老年人的生活水平及质量有了很大的提高,老年人的生活内容也发生了很大变化,他们比较讲究吃、穿、住的质量,而且有很多人把旅游当成老年生活的重要部分。许多老年人希望在旅游中享受丰富多彩的晚年生活,这给从事老年旅游的旅行社带来了发展的机遇,同时也带来了挑战。相对老年消费群体的扩大,为老年人提供产品和消费的市场却显得相对滞后。
开拓老年旅游市场,不仅可以更好地满足老年群体日益增长的消费需求,而且有利于社会的稳定,提高老年人的生活质量,使老年人在充实、愉快的状态下安度晚年,充分体现国家的文明和社会的进步。因此对老年旅游者消费心理进行分析,对老年旅游市场进行必要的研究,开发适合老年人的旅游产品,采取相应的政策措施提高他们的消费能力,满足他们的需要,有其社会意义；另一方面,在当前我国经济总体供大于求、旅游市场竞争激烈、价格战此起彼伏的情况下,开发这一市场,从旅行社角度优化供给,培养新的经济增长点,对于缓解季节性旅游市场竞争压力,甚至推动我国经济增长都具有重大的意义。
本文立足旅游企业,从市场营销角度给老年旅游市场下了定义,并对长沙市建城区老年旅游市场进行了系统分析,采用理论与实证相结合的方法,对长沙市建城区的300名老年人进行了旅游相关调查,调查不仅针对了老年人的旅游特征和空间行为,还关注了影响老年人旅游决策行为的因素和出游障碍等,为本文的研究提供了大量的实证资料。在结合实证调研的基础上,对长沙市建城区老年旅游市场的开发策略做了整体分析,即旅游企业必须依据老年人的心理需求,开发设计适合的旅游产品,但只依靠旅游企业的努力是远远不够的,开发老年旅游市场还需要其他方面的努力,即政府制定一系列有利于老年旅游发展的方针政策和社会努力为老年人营造一个良好的旅游大环境。
With China walking into an aging society, the living standards and quality of the elderly have improved and the living content of the elderly also changes a lot. They pay particular attention to the quality of food, clothing and housing. There are many elderly people who regard tourism as the most important part of their life. Many elder people want to enjoy colorful life in the course of traveling, which brings chance of development to the travel agency and also the challenges at the same time. While the old age groups enlarging, the market of supplying products and consumption for the elder people is relatively unprogressive.
Exploiting market of elderly people can not only meet the consumption needs of the elderly people but also promote the stability of society and improve life quality. It can also make people live happy life fully, which embodies the progress of the country and society. Therefore, it is meaningful to analyze consumption psychology of the elderly tourist, conduct necessary research into tourism market, develop tourism products that are suitable for the elderly people, take relative measures to improve their ability of consumption and meet their needs. On the other hands, in recent years, the overall supply of economy is larger than needs. Competition of markets is fierce. Price fluctuates now and then. Opening this market, developing new economic growth point is of significance for alleviating the seasonal competition pressure of tourism market and can even promote China's economic growth.
This paper gives the definition of tourism market from the perspective of marketing based on tourism enterprises and gives system analysis of tourism market of Changsha. This paper conducts relative tourism research of over 300 elderly people. The research aims not only at traveling features and spatial behavior of the elderly people but also focuses on factors and travel barrier that affect decision behavior of traveling, which supplies an amount of empirical information. Base on the research of empirical research, this paper gives- a whole analysis of developing strategies of designing elderly tourism market. That is to say, tourism enterprises must be based on the psychological needs of the elderly and suitable tourism products must be developed and designed. But relying only on the efforts of tourism enterprises is not enough and the development of the tourism market of elderly requires other efforts. For example, formulating a series of strategies that is conductive to the development of tourism and forming a good environment for the elderly people.
开拓老年旅游市场,不仅可以更好地满足老年群体日益增长的消费需求,而且有利于社会的稳定,提高老年人的生活质量,使老年人在充实、愉快的状态下安度晚年,充分体现国家的文明和社会的进步。因此对老年旅游者消费心理进行分析,对老年旅游市场进行必要的研究,开发适合老年人的旅游产品,采取相应的政策措施提高他们的消费能力,满足他们的需要,有其社会意义；另一方面,在当前我国经济总体供大于求、旅游市场竞争激烈、价格战此起彼伏的情况下,开发这一市场,从旅行社角度优化供给,培养新的经济增长点,对于缓解季节性旅游市场竞争压力,甚至推动我国经济增长都具有重大的意义。
本文立足旅游企业,从市场营销角度给老年旅游市场下了定义,并对长沙市建城区老年旅游市场进行了系统分析,采用理论与实证相结合的方法,对长沙市建城区的300名老年人进行了旅游相关调查,调查不仅针对了老年人的旅游特征和空间行为,还关注了影响老年人旅游决策行为的因素和出游障碍等,为本文的研究提供了大量的实证资料。在结合实证调研的基础上,对长沙市建城区老年旅游市场的开发策略做了整体分析,即旅游企业必须依据老年人的心理需求,开发设计适合的旅游产品,但只依靠旅游企业的努力是远远不够的,开发老年旅游市场还需要其他方面的努力,即政府制定一系列有利于老年旅游发展的方针政策和社会努力为老年人营造一个良好的旅游大环境。
With China walking into an aging society, the living standards and quality of the elderly have improved and the living content of the elderly also changes a lot. They pay particular attention to the quality of food, clothing and housing. There are many elderly people who regard tourism as the most important part of their life. Many elder people want to enjoy colorful life in the course of traveling, which brings chance of development to the travel agency and also the challenges at the same time. While the old age groups enlarging, the market of supplying products and consumption for the elder people is relatively unprogressive.
Exploiting market of elderly people can not only meet the consumption needs of the elderly people but also promote the stability of society and improve life quality. It can also make people live happy life fully, which embodies the progress of the country and society. Therefore, it is meaningful to analyze consumption psychology of the elderly tourist, conduct necessary research into tourism market, develop tourism products that are suitable for the elderly people, take relative measures to improve their ability of consumption and meet their needs. On the other hands, in recent years, the overall supply of economy is larger than needs. Competition of markets is fierce. Price fluctuates now and then. Opening this market, developing new economic growth point is of significance for alleviating the seasonal competition pressure of tourism market and can even promote China's economic growth.
This paper gives the definition of tourism market from the perspective of marketing based on tourism enterprises and gives system analysis of tourism market of Changsha. This paper conducts relative tourism research of over 300 elderly people. The research aims not only at traveling features and spatial behavior of the elderly people but also focuses on factors and travel barrier that affect decision behavior of traveling, which supplies an amount of empirical information. Base on the research of empirical research, this paper gives- a whole analysis of developing strategies of designing elderly tourism market. That is to say, tourism enterprises must be based on the psychological needs of the elderly and suitable tourism products must be developed and designed. But relying only on the efforts of tourism enterprises is not enough and the development of the tourism market of elderly requires other efforts. For example, formulating a series of strategies that is conductive to the development of tourism and forming a good environment for the elderly people.
引文
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