本文選題：游客消費行為　切入點：文化遺產(chǎn)地　出處：《中南林業(yè)科技大學》2012年碩士論文

【摘要】：文化是旅游之基,在遺產(chǎn)旅游持續(xù)升溫的形勢下,文化遺產(chǎn)地得到越來越多的游客青睞。然而目前國內(nèi)外學者對文化遺產(chǎn)地的研究主要集中在對文化遺產(chǎn)地的旅游開發(fā)、規(guī)劃與保護的問題上,缺少對游客消費行為的研究。伴隨著我國旅游業(yè)買方市場的形成,必須充分、全面了解游客的消費行為特征,才能在旅游業(yè)的發(fā)展中立于不敗之地。 本文綜合運用旅游學、心理學、社會學、行為學、市場學等相關學科的理論和方法,在研究前人理論和實踐成果的基礎上,采用文獻研究法、問卷調查法和SPSS17.0軟件統(tǒng)計分析等方法,對文化遺產(chǎn)地——曲阜國內(nèi)游客的消費行為特征進行了探索性研究。 首先是理論研究,對國內(nèi)外文化遺產(chǎn)地游客消費行為的研究現(xiàn)狀進行了綜述,對文化遺產(chǎn)地、文化遺產(chǎn)旅游、游客消費行為的概念和內(nèi)涵進行了界定,并在研究的基礎上提出自己的認知。同時,從象征性社會行為理論、文化價值觀等角度,結合文化遺產(chǎn)地特點,對游客的消費行為特征進行了初步分析,為實證分析奠定基礎。 其次是實證研究,在搜集、整理曲阜游客消費行為原始數(shù)據(jù)的基礎上,對游客的人口學特征、游客活動資料、消費行為資料進行描述性分析,并對游客的人口學特征與消費行為進行相關性分析,得出：文化遺產(chǎn)地游客主要以學歷水平較高的近程中青年工薪階層為主,大部分是小集體出游的散客,游客主要為“孔子”而來,獲取信息途徑趨于多、捷、便,重游率較低、停留時間短,在飲食、住宿、交通方面的儒家特色選擇不明顯,在景點上對“三孔”以外的景區(qū)認知度低,游客旅游體驗參與度不高,旅游購物花費金額少,整體消費水平不高、消費結構不合理,并且不同性別、年齡、客源地、文化程度、職業(yè)、個人月收入的游客在消費行為上各有差異。 再次,在理論研究和實證研究的基礎上,針對文化遺產(chǎn)地游客消費行為的特征嘗試性地提出了將文化物化、營造親和力氛圍、針對客源市場完善旅游產(chǎn)品開發(fā)、合理引導消費結構、積極拓展客源等發(fā)展曲阜旅游業(yè)的對策建議。 最后,回顧、總結全文,指出本文的創(chuàng)新和不足之處,并對本課題的下一步研究提出展望。
[Abstract]:Culture is the basis of tourism. Under the situation that heritage tourism continues to heat up, more and more tourists favor cultural heritage sites. However, at present, scholars at home and abroad mainly focus on the tourism development of cultural heritage sites. On the problem of planning and protection, there is a lack of research on tourists' consumption behavior. With the formation of buyer's market of tourism industry in China, we must fully and comprehensively understand the characteristics of tourists' consumption behavior in order to be invincible in the development of tourism industry. Based on the theories and methods of tourism, psychology, sociology, behaviorism, marketing and other related subjects, this paper adopts the literature research method on the basis of previous theories and practices. By means of questionnaire survey and statistical analysis of SPSS17.0 software, the characteristics of domestic tourists' consumption behavior in Qufu, a place of cultural heritage, are studied in this paper. The first part is the theoretical research, which summarizes the current research situation of the tourists' consumption behavior in the cultural heritage areas at home and abroad, defines the concept and connotation of the cultural heritage sites, cultural heritage tourism and tourists' consumption behavior. At the same time, from the perspective of symbolic social behavior theory and cultural values, combined with the characteristics of cultural heritage, this paper makes a preliminary analysis on the characteristics of tourists' consumption behavior, which lays a foundation for empirical analysis. The second is empirical research, on the basis of collecting and collating the original data of tourists' consumption behavior in Qufu, this paper makes a descriptive analysis on the demographic characteristics, tourist activity data and consumption behavior data of tourists. Based on the correlation analysis of the demographic characteristics and consumption behavior of tourists, it is concluded that the tourists in cultural heritage areas are mainly young workers with higher education level, and most of them are small group tourists. Tourists come mainly for "Confucius". They tend to have more access to information. They are quick and convenient. They have a low rate of revisiting, a short stay, and the Confucian characteristics of diet, accommodation, and transportation are not obvious. In the scenic spots beyond the "three holes", the awareness of the scenic spots is low, the participation of tourists in the tourism experience is not high, the amount of tourist shopping expenses is small, the overall consumption level is not high, the consumption structure is unreasonable, and the different gender, age, source of tourists, cultural level, Occupation, personal monthly income of tourists in the consumption behavior is different. Thirdly, on the basis of theoretical research and empirical research, in view of the characteristics of tourists' consumption behavior in cultural heritage areas, this paper tries to put forward the idea of materializing culture, creating affinity atmosphere, and perfecting tourism product development for tourist market. Reasonable guide consumption structure, actively expand the source of tourists and other countermeasures and suggestions for the development of Qufu tourism. Finally, review, summarize the full text, point out the innovation and deficiency of this paper, and put forward the prospect of the next research of this topic.
【學位授予單位】：中南林業(yè)科技大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7;F713.55

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