中國(guó)旅游者在曼谷King Power（Rangnum Rd.）免稅店購(gòu)物行為研究
發(fā)布時(shí)間：2019-07-09 18:57
【摘要】：泰國(guó)旅游業(yè)與中國(guó)游客有著長(zhǎng)期的接觸和了解,并一直為中國(guó)游客提供著較為周到和全面的服務(wù),中國(guó)旅游者在旅途中的購(gòu)物也為泰國(guó)旅游業(yè)貢獻(xiàn)了極大的利潤(rùn)。但是,隨著中國(guó)游客到泰國(guó)旅游變得容易和便捷,中國(guó)游客在泰國(guó)的購(gòu)物熱情正在遞減；同時(shí),其他東南亞國(guó)家旅游市場(chǎng)興起,泰國(guó)很可能被周邊國(guó)家搶走中國(guó)游客的購(gòu)物市場(chǎng)而失去很多的商業(yè)機(jī)會(huì),這將對(duì)當(dāng)前的泰國(guó)旅游購(gòu)物產(chǎn)生極大的影響。 在深度訪談等定量研究基礎(chǔ)上,本文采用問(wèn)卷調(diào)查采取隨機(jī)抽樣法,運(yùn)用統(tǒng)計(jì)軟件SPSS進(jìn)行描述性分析,分析項(xiàng)目有頻率分析、百分比、平均分,以期幫助泰國(guó)曼谷King power (Rangnum Rd.)免稅店的商家發(fā)展和滿足中國(guó)游客的需求。本文在理論研究成果的基礎(chǔ)上,研究中國(guó)旅游者在泰國(guó)曼谷King power (Rangnum Rd.)免稅店購(gòu)物行為,資料收集和問(wèn)卷調(diào)查的實(shí)證研究顯示中國(guó)旅游者在泰國(guó)曼谷King power (Rangnum Rd.)免稅店的購(gòu)物行為具有幾方面的特點(diǎn),中國(guó)旅游者pD性別：在泰國(guó)曼谷King power (Rangnum Rd.)免稅店購(gòu)物的女性比男性多。中國(guó)旅游者的年齡。旅游購(gòu)物者多處于21-30歲這個(gè)年齡階段。中國(guó)旅游者在曼谷King power (Rangnum Rd.)免稅店購(gòu)買商品的目的：大多數(shù)中國(guó)旅游者購(gòu)買商品的目的是為了自己使用。中國(guó)旅游者在曼谷King power (Rangnum Rd.)免稅店購(gòu)買商品的種類：中國(guó)旅游者購(gòu)買的商品大多為化妝品,占30.78%。其次是民族特色產(chǎn)品,占14.50%。中國(guó)旅游者購(gòu)買商品的花費(fèi)：調(diào)查結(jié)果顯示中國(guó)旅游者在King power (Rangnum Rd.)免稅店購(gòu)買商品的花費(fèi)大多在5000泰銖以上。中國(guó)旅游者如何選購(gòu)買商品：中國(guó)旅游者在King power (Rangnum Rd.)免稅店選購(gòu)商品基本是憑借自己的經(jīng)驗(yàn)和喜好而購(gòu)買商品。 將中國(guó)旅游者在曼谷King power (Rangnum Rd.)免稅店的購(gòu)物行為作為分析目標(biāo),本文應(yīng)用市場(chǎng)營(yíng)銷的理論和方法,結(jié)合中國(guó)旅游者的消費(fèi)行為特征以及對(duì)泰國(guó)旅游購(gòu)物市場(chǎng)的現(xiàn)狀分析,運(yùn)用市場(chǎng)調(diào)研的方法來(lái)分析中國(guó)旅游者在曼谷市區(qū)免稅店購(gòu)物行為。最終,提出相應(yīng)的改進(jìn)措施和建議,希望本論文的研究能夠幫助泰國(guó)旅游業(yè)更健康的發(fā)展,更好地滿足中國(guó)游客的需求。
[Abstract]:Thai tourism has a long-term contact and understanding with Chinese tourists, and has been providing more thoughtful and comprehensive service for Chinese tourists. The shopping of Chinese tourists on the road has also contributed great profits to Thai tourism. However, as Chinese tourists become easier and easier to travel to Thailand, the enthusiasm of Chinese tourists in Thailand is decreasing. At the same time, other Southeast Asian countries are on the rise, Thailand is likely to be robbed of the shopping market of Chinese tourists by neighboring countries and lose a lot of business opportunities, which will have a great impact on the current Thai tourism and shopping. On the basis of quantitative research such as in-depth interview, this paper uses questionnaire survey to adopt random sampling method, uses statistical software SPSS to carry on descriptive analysis, analyzes the frequency analysis, percentage, average score of the project, in order to help Thailand Bangkok King power (Rangnum Rd.) The merchants of duty-free shops develop and meet the needs of Chinese tourists. Based on the theoretical research results, this paper studies the King power (Rangnum Rd.) of Chinese tourists in Bangkok, Thailand. Empirical studies on shopping behavior, data collection and questionnaire survey of duty-free shops show that Chinese tourists are in King power (Rangnum Rd.), Bangkok, Thailand. The shopping behavior of duty-free shops has several characteristics. PD gender of Chinese tourists: King power (Rangnum Rd.) in Bangkok, Thailand. More women than men shop in duty-free shops. The age of Chinese tourists. Most of the tourists and shoppers are at the age of 21 and 30. Chinese tourists in Bangkok King power (Rangnum Rd.) The purpose of duty-free shops to buy goods: most Chinese tourists buy goods for their own use. Chinese tourists in Bangkok King power (Rangnum Rd.) Duty-free shops buy goods: most of the goods purchased by Chinese tourists are cosmetics, accounting for 30.78%. The second is the products with national characteristics, accounting for 14.50%. The cost of Chinese tourists buying goods: the results of the survey show that Chinese tourists are at King power (Rangnum Rd.) Duty-free shops spend more than 5000 baht on goods. How Chinese tourists choose to buy goods: Chinese tourists in King power (Rangnum Rd.) Duty-free shops basically rely on their own experience and preferences to buy goods. Chinese tourists in King power (Rangnum Rd.), Bangkok The shopping behavior of duty-free shops is regarded as the analysis target. This paper applies the theory and method of marketing, combined with the characteristics of Chinese tourists' consumption behavior and the analysis of the present situation of Thai tourism shopping market, and uses the method of market research to analyze the shopping behavior of Chinese tourists at duty-free shops in Bangkok. Finally, the corresponding improvement measures and suggestions are put forward, and it is hoped that the research in this paper can help Thailand's tourism industry to develop more healthily and better meet the needs of Chinese tourists.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F593.36
本文編號(hào)：2512370
[Abstract]:Thai tourism has a long-term contact and understanding with Chinese tourists, and has been providing more thoughtful and comprehensive service for Chinese tourists. The shopping of Chinese tourists on the road has also contributed great profits to Thai tourism. However, as Chinese tourists become easier and easier to travel to Thailand, the enthusiasm of Chinese tourists in Thailand is decreasing. At the same time, other Southeast Asian countries are on the rise, Thailand is likely to be robbed of the shopping market of Chinese tourists by neighboring countries and lose a lot of business opportunities, which will have a great impact on the current Thai tourism and shopping. On the basis of quantitative research such as in-depth interview, this paper uses questionnaire survey to adopt random sampling method, uses statistical software SPSS to carry on descriptive analysis, analyzes the frequency analysis, percentage, average score of the project, in order to help Thailand Bangkok King power (Rangnum Rd.) The merchants of duty-free shops develop and meet the needs of Chinese tourists. Based on the theoretical research results, this paper studies the King power (Rangnum Rd.) of Chinese tourists in Bangkok, Thailand. Empirical studies on shopping behavior, data collection and questionnaire survey of duty-free shops show that Chinese tourists are in King power (Rangnum Rd.), Bangkok, Thailand. The shopping behavior of duty-free shops has several characteristics. PD gender of Chinese tourists: King power (Rangnum Rd.) in Bangkok, Thailand. More women than men shop in duty-free shops. The age of Chinese tourists. Most of the tourists and shoppers are at the age of 21 and 30. Chinese tourists in Bangkok King power (Rangnum Rd.) The purpose of duty-free shops to buy goods: most Chinese tourists buy goods for their own use. Chinese tourists in Bangkok King power (Rangnum Rd.) Duty-free shops buy goods: most of the goods purchased by Chinese tourists are cosmetics, accounting for 30.78%. The second is the products with national characteristics, accounting for 14.50%. The cost of Chinese tourists buying goods: the results of the survey show that Chinese tourists are at King power (Rangnum Rd.) Duty-free shops spend more than 5000 baht on goods. How Chinese tourists choose to buy goods: Chinese tourists in King power (Rangnum Rd.) Duty-free shops basically rely on their own experience and preferences to buy goods. Chinese tourists in King power (Rangnum Rd.), Bangkok The shopping behavior of duty-free shops is regarded as the analysis target. This paper applies the theory and method of marketing, combined with the characteristics of Chinese tourists' consumption behavior and the analysis of the present situation of Thai tourism shopping market, and uses the method of market research to analyze the shopping behavior of Chinese tourists at duty-free shops in Bangkok. Finally, the corresponding improvement measures and suggestions are put forward, and it is hoped that the research in this paper can help Thailand's tourism industry to develop more healthily and better meet the needs of Chinese tourists.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F593.36
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1 蘇逸濤;中國(guó)旅游者在曼谷King Power（Rangnum Rd.）免稅店購(gòu)物行為研究[D];昆明理工大學(xué);2014年
，本文編號(hào)：2512370
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