城市居民出境旅游消费特征与策略研究——基于镇江市居民出境旅游的调研数据

Characteristics of citizens' consumption in outbound tourism and countermeasures——Based on the analysis of local data of outbound tourism in Zhenjiang

根据江苏镇江市居民出境旅游消费的调研统计结果,从人口特征、消费决策、消费行为以及消费倾向等方面分析当前城市居民出境旅游消费特征,指出出境旅游大众化、平民化的发展趋势,并进一步阐述出境旅游市场需要通过完善市场细分、实现产品创新、加大促销投入、健全保障制度来增强可持续发展的策略,旨在为地方旅游业发展提供有针对性的参考。

This thesis mainly introduces current situation and trends of our citizens’outbound tourism market based on the data analysis of research and a questionnaire survey about outbound tourism consumption among Zhenjiang natives by the Yangtze River in Jiangsu Province.It points out that outbound travelling will become a popular life style in some Chinese cities.Moreover,some objective countermeasures on sustainable development for outbound tourism market,such as improving market segmentation,launching products innovation,increasing promotion in-vestment and strengthening the mechanism,have been put forward so that it could be further targeted and helpful for the growth of local tourism industry and related travel agencies.