基于消费者行为分析的区域旅游市场规划方法研究

本文尝试从旅游者消费需求分析角度入手,探讨区域旅游市场规划的方法论创新。本论文引入了动机--行为投射模型,通过对建立在专题旅游市场调查基础上的消费行为数据库的深度剖析,论文揭示了旅游目标市场群体常见的三类消费心理趋向模式(补偿型需求、均衡型需求、超越型需求)以及相对应的旅游产品选择偏好规律。在此基础上提出了区域旅游目标市场群体的心理定位策略,以及相对应的从结构性旅游功能规划到旅游产品、旅游服务供给链连续递进的规划流程体系。即"行为分析(Behavior)-定位(Postioning)-旅游供给(Supple)",简称旅游市场规划的BPS方案。

THE STUDY ON THE PLANNING METHOD OF REGIONAL TOURIST MARKET BASED ON THE ANALYSIS FOR CONSUMER BEHAVIOR

This essay is trying, by analyzing the tourists' consumption demands, to discuss the methodology innovation of regional tourist market planning. Tourist consumption is the starting point of the tourist market planning. By introducing the model of motivation-behavior projection and deeply analyzing the database of consumer behavior based on the special tourist market survey, the article proposed three typical consuming bias patterns and the corresponding rules of tourist product choice preference among the tourist target market group, that is compensatory demand pattern, equilibrium demand pattern and exceeding demand pattern, Hence, the article puts forward the psychological positioning strategy of tourist target market group, and the corresponding BPS planning flow system, from structural tourist function planning to the further tourist products and service supplying chain, namely, the BPS method of tourist planning: Behavior-Positioning -Supply.