公众对旅行社旅游广告认知的调查研究——以上海市居民为例

基于认知理论和经验判断,一般来说,公众的性别、职业、收入、受教育水平等因素会影响其对于旅游广告的认知从而影响旅游消费决策。本文对上海居民旅游广告认知的调查数据进行实证分析,考查旅游广告的认知与旅游消费决策之间的相关关系,对旅行社进行旅游广告提出建议。

This paper probes into the public cognition about advertisement by travel agency. According to the cognition theory and experience judgment, such factors as the public gender, job, income, education, etc., will influence their cognition and consumption decision. The author pays attention to the correlations between cognition to tourism advertisement and tourism consumption decision and makes suggestions to the travel agency based on investigation on resident in shanghai.