“二合一”:自驾车旅游团顾客的需求分析  

Research of Self-driving Group Tourists Behavior

作　　者：苗学玲[1] 冯桂芳[1] 

机构地区：[1]广东外语外贸大学英语语言文化学院旅游系,广东广州510420

出　　处：《北京第二外国语学院学报》2009年第9期57-62,共6页Journal of Beijing International Studies University

摘　　要：国内自驾车旅游市场方兴未艾,但少有专门针对自驾车团体旅游者行为的研究。本研究通过对自驾车团体旅游者的调查,发现自驾车团体旅游者的需求具有以下特征:看重团队旅游提供的安全、省心和专业化服务,同时追求有当地特色的餐饮、优质服务和更多自由支配时间,但是在景点的安排、吃住档次和人际交往方面,自驾车旅游者的需求分歧较大。文章最后对旅行社开发这一市场提出了建议,包括:开发亲子和新手市场,采取"高质高价"市场定位,制定自驾车旅游团的服务标准等。Self-driving travel market has shown a great potential in China recently. There have been a wide range of researches on the market. Yet little has been found on self-driving group tourist behavior. The purpose of this study is to work out the behavioral characteristics of self-driving group tourists, the benefits they desire, and so as to provide some guidelines for travel agencies in product development and service provision. It＇s found that self-driving group tourists regard safety, convenience and specialized services as the most important benefits, and they hold particular concern in authentic food, service quality, and flexibility in trip arrangement. They show diversified needs for attractions, food and accommodations ranges and social interaction. Accordingly, some marketing strategies are suggested at the end of this paper.

关 键 词：自驾车旅游 旅行社 新奇 团队旅游 利益 

分 类 号：F59[经济管理—旅游管理]