奢华旅游市场分析

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1、摘要近年来，随着市场经济的发展，综合国力的提升，我国的富裕阶级飞速成长，而旅游是富豪们最青睐的休闲方式。以南北极游、奢华邮轮旅游为代表的个性化高端旅游产品纷纷面世。然而，目前中国的高端旅游市场仍存在着诸多缺陷，有待完善。本文将结合客观数据、专家意见、心理学知识，通过简要介绍高端旅游，重点分析高端旅游消费者的特点、心理与需求，提出目前高端旅游市场存在的问题及发展建议。关键词：高端旅游高端消费者旅游心理学目录一、引言·······················································

2、···1二、高端旅游概述··················································1三、高端旅游的消费者分析··········································1（一）特点······················································11、对价格不敏感但注重品质··································12、数量有限但忠诚度高··························

3、············23、个性化和定制化的需求····································2（二）心理分析··················································21、缺乏安全感··············································22、心灵贫困················································23、心理疾病····························

4、····················3（三）旅游需求分析··············································31、旅游动机···············································32、旅游购买决策···········································4四、高端旅游存在的问题与建议······································5（一）存在的问题···················

5、·····························51、消费者·················································52、供应者·················································5（二）发展建议··················································51、清晰定位目标市场·······································52、深层次的产品开发·····

6、···································63.专业化的人才战略········································64.全程服务和售后服务······································65、外部资源的引进与联合···································6五、结论··························································7参考文献···········

7、···············································8一、引言今年3月，携程发布价值101万元的2013年“环游世界80天”，打造史上最顶级的旅游行程，不料仅仅只过去了17秒，15个名额就在网上被秒杀一空。而在11月18日结束的2012年上海国际旅交会上，包罗万象的高端旅游线路集体亮相。在阿布扎比法拉利主题公园，搭乘外观酷似法拉利F1赛车的座椅，在长达2000米的距离上感受将近2G的重力加速度，感受F1车手才能经历的重力感觉；在拉斯维加斯乘坐直升飞机下降4000英尺进入大峡谷，乘

8、浮艇沿科罗拉多河而下；徜徉在豪华游轮上领略旖旎风光的尼罗河，饱览数千年历史的古埃及文明……众多奢华内容，几乎没有想不到的。 当“休闲旅游”、“度假旅游”逐渐代替传统的“观光旅游”；当“高端和个性化”旅游产品越来越引起业界的重视和推崇；近来，类似于前述的“奢华”旅行方式不经意间闯入了公众的视线。它，就是“高端旅游”。二