基于顾客价值理论的旅游区营销研究

【作者】 陈志华；

【导师】 周玲强；

【作者基本信息】 浙江大学 ， 旅游管理学， 2002， 硕士

【摘要】 旅游业的顾客忠诚不同于其他行业。不重复购买的观光游客，其忠诚表现在向亲朋好友推荐旅游区；而度假游客的忠诚则表现在重复购买旅游产品。顾客忠诚源于对旅游区所提供价值的满意和认同。这种价值涵盖了从决策至游览结束全过程中旅游区为游客提供的全方位服务。当实际价值超越了游客预期，就会产生满意。因而，除了六大要素及价格，决定游客满意的因素，还包括预期、信息服务等。 本文围绕价值这个核心概念来讨论旅游区的营销。首先明确了游客所需要的价值，即一次完美的旅游体验；同时分析了忠诚游客为旅游区创造的价值。在此基础上，提出了创造完美体验，培养忠诚顾客的一般性思路；指明了利用忠诚顾客的人际口传、意见建议开展营销的方法。最后以千岛湖作为个案，在调查研究的基础上，对其市场开发和营销提出对策性建议。 本文研究的意义就在于为旅游区的经验管理者提供一种新的思路：从游客的角度而不是资源的角度去开发和宣传旅游产品，关注旅游的全过程，各环节，为游客提供整体解决方案；同时，树立一种长期经营、品牌至上的观念；加强对顾客价值的全面理解，重视顾客的意见和建议，保证旅游区的长期利润和持续发展。更多还原

【Abstract】 Customer Loyalty in tourism industry is different from that in other industries. For sightseeing tourists,they will show their loyalty by recommending the scenic spot to their friends;While for those vacation tourists,they will choose to spend their holidays in the scenic spot more often in the future. Customer Loyalty originates from the satisfaction and identification of the value provided by tourism areas. The value covers the service provided from before the purchase to after the trip. When the actual value surpasses the expectation,satisfaction will generate. So besides the six basic elements and the price,the factors influencing tourist satisfaction include expectation,information service and so on.This paper is concentrated on the conception of value. Firstly the value tourists need is defined,that is,a perfect experience;meanwhile,the value loyal customers create for tourism areas is also analyzed. The common way to create perfect experience and cultivate loyal customers and the methods to carry out marketing by making full use of "word of mouth" and tourists’ opinions and suggestions are put forward based on this. At last the case of Qiandao Lake is analyzed and countermeasures are given based on field research.The practical sense of this article is to bring in a new thinking style to the administrators of the scenic spots,a style which advocates developing tourism product from the tourists’ stand,caring the whole process of tourism and providing complete settlements. It’s very important to forge the conception of "brand",have an overall understanding of "Customer Value" and attach enough importance to customers’ opinions and suggestions. Only by pursuing all this can we gain long-term profit and continuous development.更多还原