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【摘要】：随着经济全球化的发展,旅游业迅速扩张,成为一个国家经济的重要组成部分。目前,中国成为了世界旅游业发展的重要潜在市场。为了提高旅游产业的竞争力,理解中国游客的旅游行为至关重要。本文的探讨目的有四点：一是从人口统计学和心理学两个方面略论前往泰国旅行的中国游客的特点；二是略论中国旅客的旅行行为；三是探究中国游客坚持选择泰国作为旅行目的地的原因；四是探究中国旅客选择再次去泰国旅游的原因。为此,本文采用了消费者行为理论和忠诚度理论作为探讨准则。采用问卷作为数据收集的措施。样本容量为400位有过泰国旅行经历的中国游客。之后,本文采用描述性统计,统计推断和多元回归进行数据略论,并采用SPSS程序作为略论手段。略论结果显示,大部分被采访的中国旅客年龄在31-35岁(21%),已婚(62.91%),有一个孩子(43.26%),每月家庭收入在9000-11999人民币(21.21%)。他们大部分来自广东省(18.30%),22%的人有过不止一次去泰国旅行的经历。他们中33.77%的人是从朋友那边得到的泰国旅游信息。中国旅客最感兴趣的产品是海滩,他们大部分的旅行经费花在购物上(26.32%),每次的旅行经费在4000-7999人民币(39.20%),大部分人在泰国的旅行时间是7-14天(56.85%)。旅行的主要目的有三个：一是猎奇心理影响；二是希望能够体验不同的生活方式和风土人情；三是想要加强亲属和朋友之间的关系。总的来说,地方依恋,感觉价值和对第一次旅行的满意是产生忠诚度的三个最重要的原因。为了建立中国旅客的忠诚度,使得他们再次选择来泰国旅行,在建立地方依恋方面,旅游业营销人员,公司家和TAT应该为中国旅客组织当地文化和生活方式相关的活动；在提高感觉价值方面,公司家应该提供合理的旅行费用,包括食宿,交通的花费,并且需要做好交通基础设施建设；为了提高旅客对旅行的满意度,旅游业营销人员,公司家和TAT应该提供高品质的服务,合适的促销活动,并且主要保护旅游设施来保证旅游业的可持续发展。本文包括七个章节：第一章是背景介绍和两个方面的文献综述,一是从旅游业的角度看关系中泰；二是略论旅游行为和忠诚度对旅游业的作用。第二章介绍了本文相关的理论和概念,包括消费者行为学,旅游角度的忠诚度理论,再次旅游的动机,满意度,感知价值,地方依恋,动机和猎奇心理。第三章介绍了泰国旅游业近况和中国旅客近况。第四章对探讨措施进行了介绍,包括探讨设计、样本、数据收集、数据略论略论工具和措施,以及对文中所用的变量进行总结。第五章略论了中国旅客泰国旅行的心理特征和行为特征。第六章略论了产生忠诚度的原因。这一章采用多远线性回归略论来略论变量之间的关系。第七章对重要的数据进行了强调,对旅游业营销人员、公司家和政府提出了建议。并且指出了本探讨的局限和未来的探讨方向。
【关键词】：旅游忠诚度 感知价值 再次选择动机 旅游行为 中国游客
摘要5-7 Abstract7-17 1. Introduction17-28 1.1 Background and purpose of study17-20 1.2 Literature review20-23 1.2.1 The relations between China and Thailand in Tourism aspect20-21 1.2.2 Study on how loyalty destination and travel behavior impact tourism business21-23 1.3 Main content and structure of the thesis23-26 1.3.1 Main Contents23-24 1.3.2 Conceptual Framework24 1.3.3 Research hypothesis24-26 1.4 Study methods26-27 1.4.1. Literature research method26 1.4.2. Quantitative and Qualitative method26-27 1.5 Innovative points of the Study27-28 2. Theoretical Perspectives28-41 2.1 Consumers behavior and Travel behavior28-30 2.1.1 Consumer buying decision process28-30 2.2 Loyalty and its significance30-32 2.2.1 Destination Loyalty31-32 2.2.2 Measures of Loyalty32 2.3 Intention to revisit Destination32 2.4 Antecedents of Destination Loyalty32-41 2.4.1 Satisfaction32-34 2.4.2 Perceived Value34-35 2.4.3 Attachment of the place35-37 2.4.4 Motivations37-38 2.4.5 Novelty seeking38-41 3. Conditions of Chinese tourists toward Thailand Tourism41-49 3.1 Characteristics of Chinese tourists41-44 3.1.1 Trends of International travel of Chinese tourists41-43 3.1.2 Chinese Travelling Regulations43-44 3.2 Recent situation in Thailand toward Chinese tourists' conditions44-47 3.2.1 The influent factors that bring Chinese tourists to Thailand44-46 3.2.2 New tourism laws of China government46-47 3.3. Factors attract Chinese tourist traveling to Thailand in 201747-49 3.3.1 Positive factors47-48 3.3.2 Negative factors48-49 4. Research Methodology49-64 4.1 Context of Research49 4.2 Target Population and Plan49 4.3 Sample Size49-50 4.4 Data Collection50 4.5 Data Collection Instrument50-51 4.5.1 Pre-Testing the Questionnaire51 4.6 Survey method51-53 4.7 Definition of Research Variables53-55 4.8 Analytical Approach55-56 4.8.1 Data Screening55-56 4.8.2 Multi-Collinearity Testing56 4.8.3 Tests for Normal Distribution56 4.9 Scale evaluation56-58 4.9.1 Scale Reliability56-57 4.9.2 Hypotheses Testing57-58 4.9.3 ANOVA tests58 4.10 Multiple Regression Analysis58-60 4.10.1 Standardized Regression Coefficient59 4.10.2 Significance Testing59-60 4.10.3 Statistics associated with Multiple Regressions60 4.11 Reliability of Measures60-64 5. Data Analysis64-96 5.1 Results of Chinese tourists demographic Characteristics64-68 5.2 Results of Psychographic Characteristic of Chinese tourists in Thailand68-93 5.2.1 First time visitor and Repeat Visitor68-69 5.2.2 Number of repeat visitation and Reason for repeat visitation69-70 5.2.3 Travel Products Interested of Chinese tourists70-78 5.2.4 Novelty seeking in tourism78-82 5.2.5 Push motivation of Chinese tourists and difference between age and gender82-86 5.2.6 Pull Motivation of Chinese tourists and difference between age and gender86-90 5.2.7 Attitude of Chinese tourist toward Thailand as tourism destination90-93 5.2.8 Most impressive City or province Chinese tourists' opinion93 5.3 Travel Behavior of Chinese tourists in Thailand93-96 5.3.1 Travel companion and Travel method93-94 5.3.2 Average travel expense and length of stay in the Thailand per trip94-95 5.3.3 Items which Chinese tourist spending most in Thailand95 5.3.4 Information Channel about Thailand as tourist destination95-96 6. An analysis of Antecedents96-102 6.1 Analysis of Antecedents of Attitudinal loyalty96-99 6.1.1 Attitudinal loyalty of male Chinese tourists96-98 6.1.2 Attitudinal loyalty of female Chinese tourists98-99 6.2 Antecedent of Intention to revisit Thailand again99-102 6.2.1 Intention to revisit Thailand again of male Chinese tourists99-100 6.2.2 Intention to revisit Thailand again of female Chinese tourists100-102 7. Conclusion and Perspective102-109 7.1 Conclusion102-104 7.2 Discussion104-106 7.3 Managerial Implications106-108 7.4 Limitations of this study108 7.5 Recommend for future research108-109 References109-116 Appendix116-132 Acknowledgement132-133 ，泰语论文范文，泰语论文网站 |
