欢迎来到天天文库
浏览记录
ID:22456327
大小:47.50 KB
页数:11页
时间:2018-10-29
《奢华旅游市场分析》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
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··························································1二、高端旅游概述·········
2、·········································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······································23、个性化和定制化的需求·················
3、···················2(二)心理分析··················································21、缺乏安全感··············································22、心灵贫困················································23、心理疾病················································3(三)旅游需求分析·································
4、·············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················································51、消费者·················································
5、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········································63.专业化的人才战略········································64.全程服务和售后服务·······
6、·······························65、外部资源的引进与联合···································6五、结论··························································7参考文献··························································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
7、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。
8、它,就是“高端旅游”。二
此文档下载收益归作者所有