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1、旅游行为的宏观与微观研究旅游行为的宏观与微观研究THETOURISMSYSTEM(Source:Leiper,N.,1979:67)Transit Routes TOURIST DESTINATION REGIONS TOURIST GENERATING REGIONS Departing Tourists Returning Tourists The broader(macro)environments:physical,cultural,social,economic,political and technological The Tourism industry 旅游研究大蛋糕旅游研究大
2、蛋糕旅游者行为研究的重要性（营销学观点）旅游者行为研究的重要性（营销学观点）理解消费者购买和使用旅游产品的决策过程、行为模式理解消费者购买和使用旅游产品的决策过程、行为模式知道何时提供何种产品给特定的市场知道何时提供何种产品给特定的市场知道如何劝说消费者选择专门满足其特定需求的某一产品知道如何劝说消费者选择专门满足其特定需求的某一产品营销活动效率和效益的最大化营销活动效率和效益的最大化n旅游资源旅游资源的评价和的评价和开发开发n旅游线路旅游线路的设计和的设计和宾馆选址宾馆选址旅游者行为研究的重要性旅游者行为研究的重要性n对旅游者对旅游者身心健康身心健康的意义的意义n对旅游者对旅游者自身发展自身
3、发展的意义的意义n主客交往对旅主客交往对旅游地社会文化游地社会文化的影响的影响地理学观点地理学观点地理学观点地理学观点心理学观点心理学观点心理学观点心理学观点社会学、人类学观点社会学、人类学观点社会学、人类学观点社会学、人类学观点旅游者行为的宏观分析旅游者行为的宏观分析 Macro-Analysis(Economic Approach)nMacro analysis is concerned with examining collective tourism movements in terms of number of visitors,and revenue generated from
4、them.nDeals with data such as arrivals per country,flight loadings,hotel occupancy rates,visitor spending and so on.Macro demand data underlies all marketing planning.The Worlds Top Tourism Destinations 2004RankCountryArrivals(million)Marketshare%1France75.19.82Spain53.67.03UnitedStates46.16.04China
5、41.85.55Italy37.14.9The Worlds Top Tourism Destinations(international tourist arrivals)2006rankCountryArrivals(millions)Percentchange2005/2004Percentchange2006/2005200520061.France75.979.11.0%4.2%2.Spain55.958.56.64.53.UnitedStates49.251.16.83.84.China46.849.612.16.05.Italy36.541.1-1.512.46.UnitedKi
6、ngdom28.030.79.29.37.Germany21.523.66.89.68.Mexico21.921.46.3-2.69.Austria20.020.33.01.510.RussianFederation19.920.20.21.3WorldsTopTourismEarners,2004$inbillionsRankCountry20041UnitedStates$74.52Spain45.23France40.84Italy35.75Germany27.76UnitedKingdom27.37China25.7Worlds Top Ten Tourism Earners,2006
7、$inbillions200520061.UnitedStates$81.8$85.72.Spain48.051.13.France42.342.94.Italy35.438.15.China29.333.96.UnitedKingdom30.733.77.Germany29.232.88.Australia16.917.89.Turkey18.216.910.Austria16.016.7Source:WorldTourismOrganization(WTO).旅游需求的主要影响因素（旅游需求的主要影响因素（Main determinants of tourism demand）nEcono
8、mic(e.g.,prices)nDemographic(e.g.,disposable income levels)nGeographicnComparative pricesnGovernment/regulatorynMedia communicationsnSocio-cultural(the tastes,habits and preferences of potential buyers)Note:these factors are external to any individual business and beyond direct control.Marketers(you
9、)need to continuously monitor social and economic environments几个主要研究领域几个主要研究领域：n旅游人数的周期性波动n引力模型与旅游预测n旅游流的时空特征旅游者行为的微观分析旅游者行为的微观分析MICRO-ANALYSIS(Consumer Behavior)*Marketing approach.Is concerned with the social and psychological factors that lie behind group and individual tourist choices.We ask que
10、stions such as:nWhat makes people engage in tourism-what are their motivations?nHow do people make their tourism choices and what influences them?nWhat affects their perceptions and images of destinations,attractions and other tourism choices?*Job of the marketerWhat does all this mean?Micro-analysi
11、s is concerned with individual influences(internal)and external influences(social)(why and how questions?)Macro-analysis is concerned with who,where,how much and how many?旅游消费行为的刺激反应模型旅游消费行为的刺激反应模型 Marketing StimuliOther StimuliBuyers Black BoxMotivationResponseTourism productsPlace/distributionPricePromotionCultural and Social (reference groupsLearningPerceptionsExperienceDemographic economic social positionPsychographic characteristicsNeed wants goalsProduct or destinationchoice(Brand Choice)AttitudesPost consumption feelingsCommunication filters