【摘要】：我國旅游業(yè)經(jīng)歷了這些年的快速發(fā)展，旅游者的需求不斷地向多樣化發(fā)展，由于人們生活方式、文化素養(yǎng)、經(jīng)濟狀況及社會地位等的不同，在旅游活動的選擇上會產(chǎn)生很大的差異。各旅游企業(yè)之前針對大眾旅游企業(yè)的產(chǎn)品顯然不能滿足旅游者的需求。而旅游業(yè)中的實例使人們逐漸認識到研究旅游者行為的必要性和重要性。 新疆的旅游業(yè)也面臨的重大的機遇和挑戰(zhàn)。在2011年4月份，自治區(qū)專門召開常委（擴大）會議，聽取旅游工作匯報，，研究旅游發(fā)展問題。并提出了在新時期新階段把旅游業(yè)作為經(jīng)濟社會發(fā)展的重要支柱產(chǎn)業(yè)，擺在更加重要的位置，促進旅游產(chǎn)業(yè)科學發(fā)展、跨越發(fā)展。 本研究將借鑒大量文獻與實地調(diào)查來分析旅游者的消費行為，從而為新疆旅游業(yè)的改善提供具有參考價值的策略。本研究的研究內(nèi)容共分為五章，結(jié)構(gòu)如下： 第一章：緒論。在這一部分中，主要介紹本研究的研究背景、研究意義，闡述了作者對本研究的總體研究思路和規(guī)劃，包括研究目標、研究內(nèi)容、研究方法、研究的難點，并且對相關(guān)的文獻進行回顧。這是本篇論文的一個總綱和理論的前提。 第二章：新疆旅游現(xiàn)狀研究分析。在這一章中，概括的介紹了新疆旅游的現(xiàn)狀，新疆旅游營銷的現(xiàn)狀以及影響新疆旅游的主要因素等，為后面的分析奠定背景和理論的平臺。 第三章：新疆旅游消費行為的實證分析。在前兩章文獻綜述的基礎(chǔ)上，通過問卷調(diào)查和訪談的方式介紹實證方案的設(shè)計，介紹了訪談分析情況、問卷設(shè)計和發(fā)放情況。之后調(diào)查統(tǒng)計新疆旅游消費的消費水平、出游方式、購物選擇、憂慮因素，信息獲取方式，然后根據(jù)調(diào)查問卷所得的數(shù)據(jù)進行統(tǒng)計分析，得出數(shù)據(jù)處理的結(jié)果，并作簡要概括和描述。 第四章：營銷策略及建議。通過對調(diào)查問卷的統(tǒng)計分析，結(jié)合營銷學的知識提出適宜新疆旅游發(fā)展的營銷建議。主要運用營銷4P理論，從產(chǎn)品策略、價格策略、營銷渠道策略、促銷策略研究適宜新疆的營銷策略。 第五章：研究結(jié)論與展望。這一部分是對本研究的研究內(nèi)容的總結(jié)�？偨Y(jié)了本研究的分析結(jié)果、歸納了研究中存在的不足和改進方向。
[Abstract]:China's tourism industry has experienced rapid development over the years, and the demand of tourists has been continuously diversified, due to the differences in people's lifestyles, cultural literacy, economic situation and social status, etc. There will be great differences in the choice of tourism activities. Tourism enterprises before the mass tourism enterprises products obviously can not meet the needs of tourists. The examples in tourism make people realize the necessity and importance of studying tourist behavior. Xinjiang's tourism industry also faces major opportunities and challenges. In April 2011, the autonomous region convened a special standing Committee meeting to listen to tourism work reports and study tourism development issues. It is proposed that tourism should be regarded as an important pillar industry of economic and social development in the new stage in the new period, and put in a more important position in order to promote the scientific development and leapfrog development of tourism industry. This study will use a large number of literature and field investigation to analyze the consumption behavior of tourists, thus providing a valuable strategy for the improvement of tourism in Xinjiang. The research content of this study is divided into five chapters, the structure is as follows: chapter one: introduction. In this part, the author mainly introduces the research background, research significance, and describes the author's overall research ideas and plans, including research objectives, research content, research methods, research difficulties. And review the relevant literature. This is a general outline of this paper and the premise of the theory. The second chapter: Xinjiang tourism present situation research and analysis. In this chapter, the author briefly introduces the current situation of Xinjiang tourism, the current situation of Xinjiang tourism marketing and the main factors affecting Xinjiang tourism, and establishes the background and theoretical platform for the following analysis. Chapter three: the empirical analysis of tourism consumption behavior in Xinjiang. On the basis of the literature review in the first two chapters, this paper introduces the design of empirical scheme by questionnaire and interview, and introduces the situation of interview analysis, questionnaire design and distribution. After that, we investigated and counted the consumption level, travel patterns, shopping choices, anxiety factors, information acquisition methods of tourism consumption in Xinjiang, and then conducted statistical analysis according to the data obtained from the questionnaire, and got the results of data processing. And make a brief summary and description. Chapter four: marketing strategy and suggestion. Through the statistical analysis of the questionnaire, combined with the knowledge of marketing, the paper puts forward some marketing suggestions suitable for the development of tourism in Xinjiang. Based on the 4p theory of marketing, this paper studies the marketing strategies suitable for Xinjiang from the aspects of product strategy, price strategy, marketing channel strategy and promotion strategy. Chapter five: research conclusion and prospect. This part is a summary of the research content of this study. The analysis results of this study are summarized, and the shortcomings and improvement directions in the research are summarized.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7;F274

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