旅游消费行为的宏观与微观研究

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1、旅游行为的宏观与微观研究THETOURISMSYSTEM(Source:Leiper,N.,1979:67)TransitRoutesTOURISTDESTINATIONREGIONSTOURISTGENERATINGREGIONSDepartingTouristsReturningTouristsThebroader(macro)environments:physical,cultural,social,economic,politicalandtechnologicalTheTourismindustry旅游研究大蛋糕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

2、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旅游资源的评价和开发旅游线路的设计和宾馆选址旅游者行为研究的重要性对旅游者身心健康的意义对旅游者自身发展的意义主客交往对旅游地社会文化的影响地理学观点心理学观点社会学、人类学观点旅游者行为的宏观分析Macro-Analysis(EconomicApproach)Macroanalysisisconcernedwithexaminingcollectivetourismmovementsintermsofnumberofvisitors,andr

3、evenuegeneratedfromthem.Dealswithdatasuchasarrivalspercountry,flightloadings,hoteloccupancyrates,visitorspendingandsoon.Macrodemanddataunderliesallmarketingplanning.TheWorld'sTopTourismDestinations2004RankCountryArrivals(million)Marketshare%1France75.19.82Spain53.67.03UnitedStates46.16.04Chi

4、na41.85.55Italy37.14.9TheWorld'sTopTourismDestinations(internationaltouristarrivals)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.Italy36.541.1-1.512.4

5、6.UnitedKingdom28.030.79.29.37.Germany21.523.66.89.68.Mexico21.921.46.3-2.69.Austria20.020.33.01.510.RussianFederation19.920.20.21.3World'sTopTourismEarners,2004$inbillionsRankCountry20041UnitedStates$74.52Spain45.23France40.84Italy35.75Germany27.76UnitedKingdom27.37China25.7World'sTopTenTou

6、rismEarners,2006$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（Maindeterminantsoftourismdeman

7、d）Economic(e.g.,prices)Demographic(e.g.,disposableincomelevels)GeographicComparativepricesGovernment/regulatoryMediacommunicationsSocio-cultural(thetastes,habitsandpreferencesofpotentialbuyers)Note:thesefactorsareexternaltoanyindividualbusinessandb