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KC020-1
CHANGZHOU INSTITUTE OF TECHNOLOGY
毕 业 论 文
题目： 常州居民蜜月旅游目的地选择影响因
素研究分析
二级学院（直属学部）： 经济与管理学院 专业： 旅游管理 班级： 08管二 学生姓名： 季钱 学号： 08060307 指导教师姓名： 马静卿 职称： 讲师 评阅教师姓名： 任明丽 职称： 讲师
2012年05月
摘 要
蜜月旅游通常指专为新婚夫妻打造的特色旅游产品。随着经济的飞速发展和
居民生活水平的不断提高，人们对旅游产品的需求不断提高，蜜月旅游作为一种特殊的新型旅游产品，能够很好的满足新婚夫妇的特殊旅游需求。在中国，蜜月旅游业发展迅猛，正在成为与生态旅游、乡村旅游、工业旅游等相媲美的颇具诱惑的“大蛋糕”。本文在旅游者目的地选择相关理论指导下，从不同角度构建了影响蜜月旅游者目的地选择的旅游者内部影响因素和外部影响因素。在此基础上通过对常州蜜月旅游市场的调查分析，利用问卷统计分析软件找出影响蜜月旅游者目的地选择的核心要素，并期望通过此研究为常州旅游企业和蜜月旅游目的地的经营商提供有合理有效的建议：针对不同细分市场设计个性化、多样化蜜月产品；相关企业相互合作，完善蜜月产业链；利用高端享受型消费特征“双向”定位目标市场；实施产品品牌化经营策略，树立个性化经营理念；有效降低经营成本，制定合理价格；提升宣传和市场营销力度，拓展销售渠道。
关键词：蜜月旅游 现状 影响因素 建议
I
Changzhou residents honeymoon tourist destination choice influence
factors analysis research
Abstract
Honeymoon travel usually refers to the special tourism products designed for
newlyweds.With the rapid development of economy and the improvement of residents' lives, peoples' demand for tourism products becomes more and more high. As a special new tourism product, honeymoon travel can be better able to meet the couple's special tourism demand. In China, honeymoon tourism develops rapidly, It is becoming a attractive \cake\compared to ecological tourism, rural tourism, industrial tourism. This paper is under the guidance of the travel related theory,construct honeymoon destination of choice affect tourists internal factors and external tourists factors from different angles. On the basis of investigation and analysis of Changzhou honeymoon travel market，find out the honeymoon destination of choice affect tourists core essential factor by using the questionnaire statistical analysis software, I want to provide a reasonable and effective Suggestions For changzhou tourism enterprises and honeymoon tourism destination operators through the study:Design personalized, diversification honeymoon products according to different segments of the market design personalized；Related enterprise cooperation with each other, to perfect the honeymoon industrial chain；Implement product brand management strategy；elated enterprise cooperation with each other, to perfect the honeymoon,implement product brand industrial chain management strategy, reduce the operating cost effectively, reasonable prices and increase publicity and marketing efforts, etc.
Key words: Honeymoon travel Status Influence factors Suggests
II
目 录
一、引言........................................................................................................................ 1 二、 文献综述.............................................................................................................. 1
（一）国外研究综述............................................................................................. 1 （二）国内研究综述............................................................................................. 2 三、旅游目的地的相关概念........................................................................................ 4
（一） 旅游目的地的概念................................................................................... 4 （二）蜜月旅游目的地的概念界定..................................................................... 4 四、常州蜜月旅游发展现状........................................................................................ 5
（一）常州市概况................................................................................................. 5 （二）蜜月旅游发展现状..................................................................................... 5 五、蜜月旅游目的地选择影响因素调查分析............................................................ 7
（一）研究方法..................................................................................................... 7 （二）问卷调查结果分析..................................................................................... 7
1.常州市蜜月旅游者人口特征统计.............................................................. 7 2.蜜月旅游影响因素调查结果分析.............................................................. 8
六、关于蜜月旅游市场的开发建议.......................................................................... 16
（一）针对不同细分市场设计个性化、多样化蜜月产品............................... 16 （二）完善常州蜜月旅游产业链....................................................................... 17 （三）利用高端享受型消费特征“双向”定位目标市场............................... 17 （四）实施产品品牌化经营策略和树立个性化经营理念............................... 18 （五）打造“浪漫蜜月之旅”........................................................................... 18 （六）提升宣传和市场营销力度....................................................................... 18 （七）大力开辟海外市场................................................................................... 19 致谢 参考文献