女性视角下的旅游产品开发及营销策略研究——基于满巢阶段家庭已婚女性旅游决策的调查分析

Research on Development and Marketing Strategy of Tourism Products from the Female Perspective——Based on the Stage of Full Nest of the Investigation and Analysis of Family Married Women’s Tourism Decision-making

随着女性社会地位的变化,女性在旅游市场中的地位凸显。通过采用问卷调查的方式和在研究相关理论的基础上,研究家庭满巢阶段的已婚女性参与旅游决策的过程以及影响该阶段已婚女性出游决策的因素;探索女性旅游者参与家庭旅游决策规律。调查发现54.71%的满巢期家庭中女性在旅游决策中起主导或重要参与作用,且参与到家庭旅游决策的每个环节。经过研究,发现家庭结构、个人能力、出游兴趣、出游经验等因素对已婚女性旅游者家庭出游决策的影响较大,从而提出针对女性旅游者产品的开发及营销策略。

With the change of women’s social status,women’s position in the tourism market is prominent.This paper studies the process of married women’s participation in tourism decision-making at the stage of family full nest and the factors that affect married women’s travel decision-making at this stage,by adopting questionnaire survey on the basis of related theories to find out the law of female tourists participating in family tourism decision-making.The survey found that 54.71%of the families in the full-nest period women play a leading or important role in tourism decision-making and participate in every aspect of family tourism decision-making.After the research,it is found that family structure,personal ability,travel interest,travel experience and other factors have a greater impact on the family travel decision-making of married female tourists,and the corresponding development and marketing strategies for female tourists are proposed.