自助旅游者使用手机预订旅游产品的差异研究  

Differences Research on Mobile Phone Booking of Different Self-help Tourists

作　　者：李梦喆 文谨[1] LI Mengzhe;WEN Jin(College of Resource Environment and Tourism, Capital Normal University, Beijing 100048)

机构地区：[1]首都师范大学资源环境与旅游学院,北京100048

出　　处：《首都师范大学学报（自然科学版）》2019年第1期62-69,共8页Journal of Capital Normal University：Natural Science Edition

摘　　要：自助游是当前最热门的旅游方式之一,自助旅游者使用手机预订各类旅游产品亦成为了产业发展的大势所趋.本文以到访北京的自助旅游者为研究对象进行问卷调查,用单因素方差分析和独立样本T检验分析法,研究了不同自助旅游者使用手机预订旅游产品的行为、评价和态度.自助旅游者使用手机预订旅游产品的频次、评价和态度随年龄的增高、文化程度和收入的降低呈现降低趋势,且不同职业间差距显著.学生群体偏好使用手机预订旅游产品,其重复使用倾向、满意度和推荐使用度均高于其它群体;而政府职员多为尝试型,非常注重手机预订的安全性;文化程度越低的自助旅游者,越期望能够使用便捷的新技术手段.根据研究结果将自助游手机预订行为分为依赖型、偏好型、尝试型和被动型四类.研究成果为企业提供细分自助旅游者的市场依据,帮助其实现精准营销.Self-help tourism is one of the most popular travel ways, self-help tourists booking varied kinds of tourism products is the trend of the times. This paper conducts questionnaires towards the self-help tourists who visit Beijing, the behaviours, evaluations and attitudes of self-help tourists booking by mobile phone were studied by applying one-way analysis of variance and Student′s test. It is found that the frequencies, evaluations and attitudes of self-help tourists booking by mobile phone decrease with increased age, poorer education and incomes decline. What′s more, there are significant differences among different occupations. Students rely on mobile phones to book travel product, their reusability tendencies, satisfactions and recommendations are higher than other groups. Most of the civil servants who work for parties or government just experience, they pay a lot of attentions on security. People who received limited education expect more new technologies. Based on the search results, this paper divides the market into four categories: dependent, preference, attempt and passive. The research results provide tourism enterprises with the basis of the consumer market segments to help them achieve accurate marketing.

关 键 词：自助旅游者 手机 旅游预订 

分 类 号：E790.6720[军事—军事理论] F592[经济管理—旅游管理]