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1、旅游行为的宏观与微观研究,THE TOURISM SYSTEM(Source:Leiper,N.,1979:67),Transit,Routes,T,OURIST,D,ESTINATION,R,EGIONS,T,OURIST,G,ENERATING,R,EGIONS,Departing,Tourists,Returning,Tourists,The broader(macro)environments:physical,cultural,social,economic,political and technological,The Tourism industry,旅游研究大蛋糕,旅游者行为研
2、究的重要性（营销学观点）,理解消费者购买和使用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(Economic Approach),Macro analysis is concerned with examining collective tourism mo
3、vements in terms of number of visitors,and revenue generated from them.Deals with data such as arrivals per country,flight loadings,hotel occupancy rates,visitor spending and so on.,Macro demand data underlies all marketing planning.,The Worlds Top Tourism Destinations 2004,The Worlds Top Tourism De
4、stinations(international tourist arrivals),Worlds Top Tourism Earners,2004$in billions,Worlds Top Ten Tourism Earners,2006,Source:World Tourism Organization(WTO).,旅游需求的主要影响因素（Main determinants of tourism demand）,Economic(e.g.,prices)Demographic(e.g.,disposable income levels)GeographicComparative pri
5、cesGovernment/regulatoryMedia communicationsSocio-cultural(the tastes,habits and preferences of potential buyers)Note:these factors are external to any individual business and beyond direct control.Marketers(you)need to continuously monitor social and economic environments,几个主要研究领域：,旅游人数的周期性波动引力模型与旅
6、游预测旅游流的时空特征,旅游者行为的微观分析MICRO-ANALYSIS(Consumer Behavior)*Marketing approach,.Is concerned with the social and psychological factors that lie behind group and individual tourist choices.We ask questions such as:What makes people engage in tourism-what are their motivations?How do people make their tou
7、rism choices and what influences them?What affects their perceptions and images of destinations,attractions and other tourism choices?,*Job of the marketer,What does all this mean?,Micro-analysis is concerned with individual influences(internal)and external influences(social)(why and how questions?)
8、Macro-analysis is concerned with who,where,how much and how many?,旅游消费行为的刺激反应模型,Marketing Stimuli,Other Stimuli,Buyers Black Box,Motivation,Response,Tourism productsPlace/distributionPricePromotion,Cultural and Social(reference groups,LearningPerceptionsExperience,Demographic economic social position,Psychographic characteristics,Need wants goals,Product or destinationchoice(Brand Choice),Attitudes,Post consumption feelings,Communication filters,
