《旅游经济学》word版

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1、旅游经济学1ThenatureofdemanduMicroeconomicsfocusesondemandasonehalfofthemarketplaceinwhichgoodsandservicesaretobeexchanged.uDemandisnormallyregardedasthedrivingforceofneedintheeconomy,whichstimulatesentrepreneurialactivityinproducingthegoodsandservicesrequiredtosatisfythatneed,inexchangefortheappropr

2、iatereward.uAtanindividuallevel,mosteconomicanalysistreatsthoseinitiatingdemandasexamplesof`Marshallianman'(Kotler1965);thatis,theyareconcernedmainlywitheconomiccuestotheirbehaviour,andbeforeconsideringeachpurchasetheymakeacalculationoftheamountofbenefit,orutility,theywillobtainfromthepurchaseto

3、wardssatisfyingtheirneeds.u需求是产品和服务得以交易的市场双要素之一。需求指经济上可以实现的需要。需求刺激企业生产产品与服务以满足人们的需要，并获得相应的回报。u经济学家只要关注消费者行为的经济线索。u效用是指消费者从产品和服务购买所获得的满足他们需要的程度。uAbehaviouralapproachtodemandanalysisisimportantintravelandtourismsincetheproductsarecomplex,theneeds,andlevelsofproductknowledge,ofintendingtouristsarem

4、anyandvaried(Goodall1988).潜在游客对旅游产品的了解程度又各不相同，旅游需求也多种多样。uThusitisvitaltoappreciatethemotivationsandcharacteristicsofdifferenttypesoftouristinmakingupadescriptionofindividual,andsegmentgroup,utility.uThissaid,economistsaremostlyinterestedinaggregatedemand,whichcanbedefinedasthequantitiesofaproduc

5、tthatbuyerscollectivelyarewillingandabletobuyatanypotentialpriceoversomespecifiedperiodoftime.总需求是指在一定时期内，消费者以某种可能的价格愿意并能够买得起的某种产品的数量。uThisisspecificallyadefinitionofeffectivedemand.Thatis,buyersmustpossessthewherewithaltobuyaswellasthewillingness（购买欲望和支付能力）.uThereisnodoubtaverylargelatentdemand

6、forluxuryyachtcruisesorforsupersonicairtravel,butfewbuyershavetheabilitytopayforthem.u2ProductsandbuyerobjectivesintourismuTheproblemstoidentifyexactlywhatisatravelandtourismproductisdifficult.Itisevidentfromsomeofthemotivationalsegmentsalreadyexaminedthatfrequentlytouristswantproductswhichareno

7、rmallynon-tradeable（旅游者所欲求的旅游产品通常是不可交易的）;forexamplea`culturevulture（文化秃鹫）'maywishtoconsumeviewsofhistoricbuildingsortheexperiencesofstreetlifeinadifferentsociety.uNonetheless,mostbuyerswouldacceptthattradeableproductssuchast