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In recent years, the young people who born in the 1980s and 1990s have been married, the number of young married couples who are open-minded is generally rising. Tourism has gradually been accepted as a new method to celebrate the wedding. So honeymoon tourism is so popular in the tourism market, and it has become a new tourism product in order to meet the newly married couples’ travel requirement. According to the study of the development of domestic and overseas honeymoon tourism market and the theory of consumer behavior and psychology, this paper has analyzed the factors influencing consumers’ honeymoon travel behavior. Shanghai, as one of the biggest international city in China, the number of honeymoon travel consumers is huge. So, by using the questionnaire, this paper also statistically analyzes and contrasts the characteristics of consumer behavior between Shanghai and other domestic active honeymoon tourism cities and researches the influential factors of honeymoon tourism. Finally through the results of this study, this paper provides a reasonable and effective marketing strategy about the development of Shanghai honeymoon tourism market, hoping to explore more potential customers for the enterprises, developing more new honeymoon tourism products, improving this tourism market system, and promoting the development of honeymoon tourism market.
近年来随着上世纪80、90年代出生的青年已到适婚年龄思想前卫的年轻夫妻的数量逐渐 攀升。旅游也逐渐被接受为庆祝新婚的一种新方式。蜜月旅游在旅游市场中众受追捧成为了一种 新型的旅游产品以此来满足新婚夫妇的旅游需求。本文通过国内外蜜月旅游市场的发展综述及消 费者行为学理论分析了影响消费者蜜月旅游行为的因素。上海作为国际化大都市蜜月旅游的消 费群体数量庞大因此本文还通过问卷调查等方式对上海及中国国内其他蜜月旅游市场活跃城 市的消费者行为特征进行了统计分析对比研究了蜜月旅游影响要素。最后通过此研究结果对 上海蜜月旅游市场的发展提出了合理而有效的营销策略用以发掘更多的潜在客户、开发更多新的 蜜月旅游产品、完善该旅游市场的体系和结构、促进蜜月旅游市场的健康可持续发展。
2. 蜜月旅游及旅游者消费行为
1) 蜜月旅游概念的提出
2) 蜜月旅游者消费行为
3. 相关文献综述
1) 国外研究综述
2) 国内研究综述
4. 国内蜜月旅游发展状况
1) 上海近年蜜月旅游发展状况
2) 国内他城蜜月旅游发展状况
5. 上海蜜月旅游消费者行为测量分析
1) 研究方法
2) 研究结果分析
6. 蜜月旅游营销的相关建议
1) 提供有针对性的多样化产品
2)定位中高端享受型的目标市场
3) 注重海岛游产品和品牌经营模式
4) 完善上海蜜月旅游市场的产业链
5) 加强市场营销宣传力度和方法
7. 结论
【参考文献】
【논문초록】
