城市家庭旅游消费行为及市场开发策略研究——以H市为例

Urban Families' Tourist Consuming Behavior and Market Development Strategy:Taking H City as an Example

随着全面建成小康社会的推进,旅游特别是家庭旅游越来越成为一种主要的消费形式。通过对H市的调查发现,城市家庭旅游中旅游者的行为特点表现在追求身心愉悦、欣赏自然风光、形式多样化、针对性、对旅游品牌关注度高等方面。进而提出城市家庭旅游产品的市场开发策略:根据城市家庭所喜好的旅游目的地产品以及城市家庭规模和特性开发旅游产品;根据公民生态文明意识和国际化安全标准意识开发旅游产品;根据我国旅游服务业逆差数据开征旅游税;根据信息化大数据发展趋势开发智慧旅游产品;根据以人民为中心工作理念政府出台休假政策。

As building a moderately well off society in an all-round way pushcs ahead, tourism, especially family tourism, has increasingly become a major form of consumption. Through the survey made in H City, it is found that urban family tourists＇ behavior is featured by plcasure pursuit, natural scenery enjoyment, diversified forms, pcrtinency, and focus on tourist brands. Therefore, this study suggests that market developmcnt of tourist products aiming at urban families should be based on family preferenee, family size and family feature, on citizens＇ awareness of ecological civilization and international safety standards, on the deficit data of China＇s tourist service industry to tax tourist tax, on the growing trend of informatizationand big data to develop smart tourist products,and on the people centered working concept to introduce vacation policy.