武汉市蜜月旅游者行为特征与开发对策研究

蜜月旅游作为一种新兴的旅游产品,自进入中国市场以来发展迅速,引起了人们的广泛关注。在旅游经营中,了解客源市场旅游者的行为特征,对市场开发具有重要的意义。在综合分析国内外蜜月旅游研究现状的基础上,通过问卷调查的方式,对武汉市蜜月旅游市场进行了实证研究,揭示了武汉市蜜月旅游者具有出游时间长、消费能力强、偏好海滨型目的地等行为特征,并根据这些特征提出设计多样化产品、完善产业链、品牌化经营及加大宣传营销力度等具体开发对策。

STUDY ON BEHAVIOR PREFERENCE OF HONEYMOON TOURISTS AND DEVELOPMENT STRATEGIES OF THE MARKET IN WUHAN

As an emerging tourist products,the honeymoon travel,which has been developing rapidly since it entered the Chinese market,has attracted people＇ attention widely.It is of great practical significance for market development f-or tour operators to understand behavior preference of honeymoon tourists.Based on the comprehensive analysis of the current situation,we made an empirical analysis of honeymoon travel in Wuhan through questionnaire investigation.As can be shown from the result,the behavior preferences of honeymoon tourists in Wuhan are long travel time,high levels of consumption,the preference of the seashore and etc.According to these preferences,the specific development strategies were put forward,such as diversification of product design,complete industry chain,brand management and marketing efforts to increase publicity.