基于市场调查的欧美游客出游决策行为研究

A study on the behavior of tourists from Europe and America based on market research

目的探讨欧美旅游者旅游决策行为对中国旅游市场的拓展和旅游资源开发的影响。方法根据市场问卷调研,运用SPSS,EXCEL数据软件包及图表分析软件,对数据进行定量分析。结果从旅游者渴望来华程度、影响来华旅游因素及旅游信息来源途径等方面的分析,明确了欧美旅游者的旅游行为特征。结论从影响旅游者渴望来华旅游因素及旅游信息认知途径等方面的分析,对中国旅游市场的拓展、旅游形象设计及旅游资源的开发均有一定的参考价值。

Aim To discuss the influence of American and European tourists＇ purposes behavior on market devel- opment and tourism resources exploitation. Methods Use SPSS EXCEL and other software to analyze the data collected from market research. Results The characteristics of American and European tourists＇ behavior are made clear in terms of the degree of their eagerness. Conclusion Factors influencing decision and sources of traveling information are analyzed and the value on market development, tourism image design, tourism management and tourism resources exploitation was discussed.