国内蜜月旅游消费者行为特征与营销策略:上海情况与他城经验

Domestic Honeymoon Travel Consumer Behavior Characteristic and Marketing Strategy：Shanghai Situation and Other Cities Experiences

近年来, 随着上世纪80、90年代出生的青年已到适婚年龄思想前卫的年轻夫妻的数量逐渐攀升。旅游也逐渐被接受为庆祝新婚的一种新方式。蜜月旅游在旅游市场中众受追捧成为了一种新型的旅游产品以此来满足新婚夫妇的旅游需求。本文通过国内外蜜月旅游市场的发展综述及消费者行为学理论分析了影响消费者蜜月旅游行为的因素。上海作为国际化大都市蜜月旅游的消费群体数量庞大因此本文还通过问卷调查等方式对上海及中国国内其他蜜月旅游市场活跃城市的消费者行为特征进行了统计分析对比研究了蜜月旅游影响要素。最后通过此研究结果对上海蜜月旅游市场的发展提出了合理而有效的营销策略用以发掘更多的潜在客户、开发更多新的蜜月旅游产品、完善该旅游市场的体系和结构、促进蜜月旅游市场的健康可持续发展。

In recent years, the young people who born in the 1980s and 1990s have beenmarried, the number of young married couples who are open-minded is generallyrising. Tourism has gradually been accepted as a new method to celebrate thewedding. So honeymoon tourism is so popular in the tourism market, and it hasbecome a new tourism product in order to meet the newly married couples’ travelrequirement. According to the study of the development of domestic and overseashoneymoon tourism market and the theory of consumer behavior and psychology,this paper has analyzed the factors influencing consumers’ honeymoon travelbehavior. Shanghai, as one of the biggest international city in China, the numberof honeymoon travel consumers is huge. So, by using the questionnaire, this paperalso statistically analyzes and contrasts the characteristics of consumer behaviorbetween Shanghai and other domestic active honeymoon tourism cities andresearches the influential factors of honeymoon tourism. Finally through the resultsof this study, this paper provides a reasonable and effective marketing strategyabout the development of Shanghai honeymoon tourism market, hoping to exploremore potential customers for the enterprises, developing more new honeymoontourism products, improving this tourism market system, and promoting thedevelopment of honeymoon tourism market.