洞察旅游者的出游動機,是目的地做好宣傳推廣的關(guān)鍵因素。本文運用推拉理論,對中國旅游者訪問,關(guān)于去奧地利維也納的旅游動機進行研究,以及對奧地利維也納做好中國市場的目的地營銷和推廣有所裨益。維也納在中國具有廣泛的知名度和美譽度,但官方旅游數(shù)據(jù)顯示并不是太多的中國游客專程去維也納旅行。因此,針對中國旅游者的動機和需求,做好精準營銷并量身定做符合旅游者需求的旅游產(chǎn)品,將會給維也納帶來更多的中國游客。本文將重點關(guān)注在推拉因子及潛在旅游者的旅游偏好。本文采用定量分析和定性分析相結(jié)合的方法。通過線上調(diào)查問卷,獲取量化數(shù)據(jù)。運用頻次分析、描述性分析、因子分析、相關(guān)分析及單因素方差分析等方法對問卷數(shù)據(jù)進行分析。本文研究結(jié)果表明:中國出境游客的動機和需求持續(xù)變化,同時闡述了將維也納變成中國出境游客的主要旅游目的地所應(yīng)做的改變,反過來也將更好的了解當今增長最快的市場之一,——中國出境旅游市場。 

【文章來源】：北京第二外國語學院北京市

【文章頁數(shù)】：171 頁

【學位級別】：碩士

【文章目錄】：
Acknowledgements
內(nèi)容摘要
abstract
CHAPTER 1 Introduction
    1.1 Context
    1.2 Main purpose of this study
    1.3 Main Research Questions
    1.4 Introduction to Austria
    1.5 Introduction to Vienna
CHAPTER 2 Literature Review
    2.1 Tourism in Austria
    2.2 Tourism in Vienna
        2.2.1 Previous outlook
        2.2.2 Results 2016
        2.2.3 Hotel industry
        2.2.4 Airport
        2.2.5 Congress tourism
    2.3 Chinese outbound tourism
    2.4 The Chinese Tourist
    2.5 Travel Motivation
    2.6 Push and Pull
    2.7 Previous studies
        2.7.1 Tourism motivation measurement tools
        2.7.2 Motivational factors and demographic characteristics
        2.7.3 Comparison of tourism motivations
CHAPTER 3 Methodology
    3.1 Research Design
    3.2 Research Methodology
        3.2.1 Research Instrument
        3.2.2 Survey sample
    3.3 Data processing
CHAPTER 4 Analysis and Interpretation
    4.1 Preliminary Analysis and Interpretation
        4.1.1 Previous outbound experience and future outbound plans
        4.1.2 Travel Motivation
        4.1.3 Reasons for considering Vienna as a destination
        4.1.4 Desired Attributes of a Trip to Visit Vienna
        4.1.5 Socio-demographic Information
    4.2 Further Analysis and Interpretation
        4.2.1 Factor analysis of push factors
        4.2.2 Factor analysis of pull factors
        4.2.3 Factor analysis of combined factors
        4.2.4 Pearson Correlation Analysis
        4.2.5 ANOVA Analysis by Socio-demographics
CHAPTER 5: Conclusions
    5.1 Findings
        5.1.1 Preliminary findings
        5.1.2 Advanced findings
    5.2 Implications
    5.3 Limitations
    5.4 Recommendations
References
Appendix
    Appendix I: Figures and Tables
    Appendix II: Questionnaire
作者簡介
附錄
附件



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