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1、游客对旅行社不合理低价游的认知分析摘要我国拥有极其丰富的自然山水、人文历史旅游资源，依赖于此的旅游行业也就应运而生，且具有相当大的发展潜力。尤其这些年，国民收入和生活水平提高，旅游更成为人们释放压力、享受生活的首选。当然，旅游市场竞争也就变得日趋激烈。有些旅行社顺势推出明显低于商品成本的不合理旅游产品，有的费用甚至趋于零团费，甚至负团费！“不合理低价游”扰乱了旅游行业市场的正常秩序，伤害了旅游业的良性发展，也损害了游客的合法权益。面对日益猖狂的不合理低价游，国家旅游局也在一直致力打击，但从社会反馈的情况来分析，结果并没有太大的改善。随着互联网的发展，愈来
2、愈多的不合理低价游被媒体、群众曝光，各种旅游投诉与纠纷呈现逐年递增态势，游客的情绪和旅游企业、旅游目的地的形象都被严重伤害，旅游这件赏心悦事也变成让人烦恼的存在。本文将从游客的认知切入，涉及不合理低价游的现状以及提出相应的对策等几个方面进行分析。基于游客视角的观察，通过问卷调查，实证研究，分析旅游行业不合理低价游存在的原因，详细解析游客之于“不合理低价游”的认知现状及影响因素，并提出解决相应问题的对策，从而希望为规范旅游市场，维护正常的旅游市场秩序做出贡献。关键词：旅游行业；不合理低价游；游客；认知AbstractChinahasaveryrichnat
3、urallandscape,culturalandhistoricaltourismresources,dependingonthetourismindustryalsocameintobeing,andhasconsiderabledevelopmentpotential.Especiallyintheseyears,nationalincomeandlivingstandardsimprove,tourismhasbecomethepeopletoreleasethepressuretoenjoythefirstchoiceforlife.Ofcou
4、rse,thetourismmarketcompetitionhasbecomeincreasinglyfierce.Sometravelagencieshomeopathiclaunchsignificantlylowerthanthecostofgoodsunreasonabletourismproducts,andsomecostseventendtozerofare,orevennegativefees!"Unreasonablelowpricetravel"disruptedthenormalorderofthetourismindustrym
5、arket,hurtthehealthydevelopmentoftourism,butalsodamagethelegitimaterightsandinterestsoftourists.Inthefaceofincreasinglyrampantunreasonablelow-costtravel,theNationalTourismAdministrationhasbeencommittedtocombat,buttheanalysisofsocialfeedbacktothesituation,theresultsdidnotmuchimpro
6、vement.WiththedevelopmentoftheInternet,moreandmoreunreasonablelow-costtravelbythemedia,themassesexposure,avarietyoftourismcomplaintsanddisputesshowincreasingtrendyearbyyear,themoodoftouristsandtourismenterprises,tourismdestinationimageshavebeenseriouslyhurt,Travelthisfeastofpleas
7、urehasbecomeaworryingexistence.Thisarticlewillbefromthetouristawarenesscutintotheunreasonablelow-costtourofthestatusquoandputforwardthecorrespondingcountermeasuresandotheraspectsoftheanalysis. Basedontheobservationoftourists,throughthequestionnairesurvey,empiricalresearch,analysi
8、softhereasonsfortheunreasonablelow-costt
