基于国内背包客旅游动机的营销策略研究:以黄山为例

Marketing Strategy Research of Backpackers' Traveling Motivations——Taking Huangshan As An Example

背包客作为现代时尚而富于个性化的旅游消费群体,其自助、经济、灵活、便利的自由行方式得到越来越多业界和学界的关注,近年来呈现积极的发展态势。本文基于推拉理论的视角,对黄山国内背包客的旅游动机进行了实地调研,发现影响背包客出游的推力因子主要有社交结友、自我价值、求新求奇和休闲放松,影响其出游的拉力因子主要有旅游费用经济、地域文化特色和旅游地形象,进而为促进背包客市场良性循环和理性发展提出适宜的营销策略。

Backpackers,as a group of travel consumers with modernity and individuality,is gaining more and more focus from scholars,tourist administrations and travel agencies on the ground of their economic and flexible,self-automated and convenient ways of travelling.And this group is going to grow larger and larger.Having had a field research in Huangshan about the travel motives of the domestic backpackers,paying tribute to the Push Pull Theory,it can be found in this article that there are some propelling factors pushing backpackers to go on their special journeys,including self-value realization,joining in social activities,making friends,urge to experience excitingly new things.Similarly,some factors,like travelling expenses,geographical and cultural characteristics,and images of tourist destinations,pull backpackers to go travelling by themselves.Thus,it is much easier for the potential businessman to come up with different types of appropriate marketing strategies this group of people,helping them to grow reasonably and circulate properly.