女性旅游消费行为研究.doc

摘要：随着女性消费观念的升级和转变，“旅游”渐渐成为女性生活中频繁出现的话题。女性旅游市场作为旅游市场的重要组成部分，存在着巨大的开发潜力，在当前我国旅游业发展中占有相当地位。对女性旅游消费行为进行深入研究，是开发女性旅游消费市场的必要前提。本文以女性旅游消费的相关研究成果出发，分析女性旅游市场开发的可行性与必要性，并进一步阐述女性旅游消费行为的特征，结合影响女性旅游消费的一系列因素，提出女性旅游消费市场的营销策略，为旅游企业应对激烈的市场竞争，同时为女性旅游市场地位的提高及维护女性旅游市场的健康发展出谋划策，提供参考意见。

关键词:女性旅游市场，消费行为，营销

Abstract：As women’s consumption ideas upgrade and change, tourism becomes a frequent topic in women’s life gradually. As an important part of the tourism market, female tourism market has huge development potential. Nowadays, it occupies a significant position at the development of tourism of China. Researching the female tourism consumption behavior further is a necessary premise to develop the female tourism consumption market. This paper, the related research achievements of female tourism consumption as a starting point, analysis the feasibility and necessity of the development of female tourist market, and further elaborated the characteristics of female tourism consumption behavior, combined with a series of the influence factors of female tourism consumption. Then put forward the marketing strategy to develop the female tourism consumption market, gave some ideas and suggestions to tourism enterprise to face the fierce market competition, to improve the status of female tourism market, and to maintain the healthy development of the female tourism market.

Key Words：Female tourism market；Consumption behavior；Marketing

　　　研究女性旅游消费行为，有利于旅游企业识别和发掘旅游市场，开发女性旅游产品，开拓女性旅游消费市场，从而针对性地制定和调整旅游市场营销策略。旅游企业只有了解女性旅游消费行为的特殊性，抓住女性旅游者的消费心理，才能很好地开发女性旅游消费市场，取得良好的经济效益。

　　　随着旅游业的迅猛发展，旅游企业的竞争日益激烈。旅游市场的开发，离不开对旅游消费者行为的研究。进一步探索女性旅游消费行为，使女性旅游产品的开发能与时俱进，为女性旅游消费者提供高质量的服务，从而提高女性顾客的忠诚度，增强旅游企业在行业中的竞争力。