我国SOHO人群旅游消费行为偏好初探
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摘要
近几年,随着自由职业者的兴起,该人群独特的特点也引起了社会和学术界的关注。SOHO,作为新时代的自由职业者,也逐渐被人们重视。特殊的工作环境和新时代的特征对其消费行为产生了非常大的影响,使其形成了独特的消费偏好。据发达国家的经验表明,SOHO人群的规模将随经济的发展而壮大。我国的SOHO人群逐渐壮大,拥有巨大的消费潜力。这就需要从各个方面对其进行细致的讨论和研究。但从目前研究成果来看,学术界对SOHO消费行为缺乏深入和系统研究,更没有开展相应的实证研究,包括SOHO人群旅游消费行为偏好的研究。
本文以SOHO人群旅游消费行为偏好为出发点,采用理论研究和实证研究相结合的方法,对SOHO人群旅游偏好的特点进行了试探性研究。首先,本文运用文献研究,对SOHO人群、自由职业者、旅游消费行为以及旅游消费行为偏好相关概念进行定义和解释,总结了国内外学者对SOHO旅游消费行为偏好相关理论,形成本文的理论基础。在此基础上,结合访谈研究,提出了SOHO人群旅游消费行为偏好研究模型。
通过问卷调查,本文得出SOHO人群主要显著特征和旅游消费行为偏好。这些偏好包括旅游目的地选择偏好、旅游消费决策偏好和旅游消费结构偏好。并且,本文通过人口统计特征和不同旅游动机对SOHO旅游者进行分类,最终得出SOHO人群的偏好特征。
最后,结合文献和实证调查数据分析,本文提出了针对SOHO旅游消费群体的营销建议,以供旅游企业和旅游景区参考、借鉴。
Recent years, as the rise of self-employed, the unique character of this group is attracting attention from social and scholar areas. As self-employed under new era of China, SOHO is known to common people gradually. Special working environment and the features of the new era both influence their consumer behavior in a large scale, forming their unique consuming psychology and characters. According to experience of developed society, the group of SOHO strengthened with further develops of social economy. However, scholar area has not put much attention in this issue, let along researches on tourism behaviors.
Focusing on these issues, starting on SOHO tourism preference and behavior, adapting theoretical and practical approaches, this paper tries to research on the behavior preferences of SOHO tourists. First of all, literature review is provided, defining concepts of SOHO, self-employed, tourists’preference, and tourists’behavior. After that, relative information of tourists’behavior and preferences are also listed. On the base of that, with survey, a research model of SOHO tourism motivation and behavior is given.
Following that, a questionnaire is provided to figure out the main preferences in tourist consuming behavior, including preferences of destination, decisions, and consuming. Furthermore, deviations are found with variables of demography and motivations.
At last, through further collection of literature, this paper proposes marketing strategy on SOHO, providing suggestions to tourism enterprises and destinations.
本文以SOHO人群旅游消费行为偏好为出发点,采用理论研究和实证研究相结合的方法,对SOHO人群旅游偏好的特点进行了试探性研究。首先,本文运用文献研究,对SOHO人群、自由职业者、旅游消费行为以及旅游消费行为偏好相关概念进行定义和解释,总结了国内外学者对SOHO旅游消费行为偏好相关理论,形成本文的理论基础。在此基础上,结合访谈研究,提出了SOHO人群旅游消费行为偏好研究模型。
通过问卷调查,本文得出SOHO人群主要显著特征和旅游消费行为偏好。这些偏好包括旅游目的地选择偏好、旅游消费决策偏好和旅游消费结构偏好。并且,本文通过人口统计特征和不同旅游动机对SOHO旅游者进行分类,最终得出SOHO人群的偏好特征。
最后,结合文献和实证调查数据分析,本文提出了针对SOHO旅游消费群体的营销建议,以供旅游企业和旅游景区参考、借鉴。
Recent years, as the rise of self-employed, the unique character of this group is attracting attention from social and scholar areas. As self-employed under new era of China, SOHO is known to common people gradually. Special working environment and the features of the new era both influence their consumer behavior in a large scale, forming their unique consuming psychology and characters. According to experience of developed society, the group of SOHO strengthened with further develops of social economy. However, scholar area has not put much attention in this issue, let along researches on tourism behaviors.
Focusing on these issues, starting on SOHO tourism preference and behavior, adapting theoretical and practical approaches, this paper tries to research on the behavior preferences of SOHO tourists. First of all, literature review is provided, defining concepts of SOHO, self-employed, tourists’preference, and tourists’behavior. After that, relative information of tourists’behavior and preferences are also listed. On the base of that, with survey, a research model of SOHO tourism motivation and behavior is given.
Following that, a questionnaire is provided to figure out the main preferences in tourist consuming behavior, including preferences of destination, decisions, and consuming. Furthermore, deviations are found with variables of demography and motivations.
At last, through further collection of literature, this paper proposes marketing strategy on SOHO, providing suggestions to tourism enterprises and destinations.
引文
1 http://www.sohoxiaobao.com/chinese/bbs/blog_view.php?id=254372
2 http://www.sohozu.com/2005/4-10/17384855497.html
3韦氏大词典上海译文出版社2007
4 Carroll G & Mosakowski E The Career Dynamics of Self-employment 1987
5 Bruce C & Margaret M An Empirical Analysis of Self-employment in the UK 2000
6 Cupper L Self-employment 1999
7 Ralph G New Character in Insurance: Applicable Analysis 2001
8 Richard S Career Persistence: how it lasts Career Management 2002
9 Louis V Doctorial License: Self-employed View 1999
10 Rice P J Following Research on Benefits of Flexible Works, 2003
11陈秀珊我国自由职业者的特性及发展对策分析职业与规划2004
12张曦元自由职业者的理财分析卓越理财2005
13 http://bbs.soholl.com/bbs/viewthread.php?tid=182
14马震西安城区老年居民旅游消费行为的实证研究西北大学2007
15吴必虎徐斌邱扶东等中国国内旅游客源市场系统分析上海:华东师范大学出版社1999
16林南枝陶汉军旅游经济学天津:南开大学出版社1994
17 Swarbrook J. (1999) Consumer Behavior in Tourism, Oxford: Butterworth-Heineman.
18 Hudson S. Consumer behavior related to tourism. Consumer behavior in travel tourism. New York: Haworth Hospitality Press, 1999 p131
19 Baloglu S. A path-analytical model of visitation intension involving information sources, socio-psychological motivation and destination images. Consumer psychology of tourism, hospitality and leisure, 2000, 10(1) :p19-37
20 Um S. Crompton L.L Development of pleasure travel attitude dimensions. Annals of Tourism Research. 1991,18 P374-378
21保继刚楚义芳旅游地理学北京:高等教育出版社1999 P32-47
22小爱德华.J.梅奥旅游心理学南开大学旅游系(译)南开大学出版社1987 P19-21
23 Carr N The young tourists: A case of neglected study, Tourism and Hospitality Research, 1998
24约翰.斯沃布鲁克旅游消费者行为学电子工业出版社2004
25 Goossens C., Tourism Information and Pleasure Motivation, Annals of Tourism Research,1998
26 Mannell R. & Iso-Ahola, Psychological nature of leisure and tourism experience, Annals of Tourism Research, 1987
27 Row J. Travel Motivations of Japanese overseas Travelers, Journal of Tourism Research, 1995
28 Metin K. Tourism Preference of Y Generation, Annual of tourism research, 2001
29王重鸣心理学研究方法人民教育出版社1990
30 Hair Joseph F Jr, Rolph E Anderson, Ronald L Tatham, William C Black. Multivariate Data Analysis, 5th ed, Upper Saddle River, NJ: Prentice Hall, 1998,p118
31 Cuieford J P. Fundamental Statistics in Psychology and Education, New York: McGraw, 1965,p233
1、Assael H. Consumer Behavior and Marketing Action, South-Western College Publishing 1998
2、Bruce C & Margaret M An Empirical Analysis of self-employment in the UK 2000
3、Carr N. Going with the flow: An assessment of relationship between young people leisure and holiday behavior, Tourism Geographies, 2002
4、Carr N. The young tourists: A case of neglected study, Tourism and Hospitality Research, 1998
5、Carroll G & Mosakowski E, The Career Dynamics of Self-employment, 1987
6、Clift S Forrest S, Gay men and tourism: Destination and holiday motivations, Tourism Management, 1999, 20, 615-625
7、Crompton J Mckay S, Motives of Visitors Attending Festival Events, Annual of Tourism Research, 1997, 12
8、Cupper L, Self-employment, Prentice Hall 1999
9、Cuieford J P. Fundamental Statistics in Psychology and Education, New York: McGraw, 1965,p233
10、Dann, G.M.S. (1977). Anomie, Eco-Enhancement and Tourism, Annals of Tourism Research, 8, 187—219
11、Elliot A, Approach and Avoidance Motivation and achievement goals, Consumer Behavior, 1993
12、Gnoth J, Tourism Motivation and Expectation Formation, Annual of Tourism Research, 1997, 2, 283-304
13、Goossens C., Tourism Information and Pleasure Motivation, Annals of TourismResearch,1998
14、Hair Joseph F Jr, Rolph E Anderson, Ronald L Tatham, William C Black. Multivariate Data Analysis, 5th ed, Upper Saddle River, NJ: Prentice Hall, 1998
15、Kalleberg S Rasell E, Non Standard Work, Substandard Jobs. Flexible Work Arrangements in the US 1997
16、Louis V, Doctorial License: Self-employed View 1999
17、Mannell R. & Iso-Ahola, Psychological nature of leisure and tourism experience, Annals of Tourism Research, 1987
18、Metin K, Tourism Behavior of Y Generation, Annual of tourism research 2001
19、Ralph G, New Character in Insurance: Applicable Analysis 2001
20、Rice P J, Following Research on Benefits of Flexible Works, 2003
21、Richard S, Career Persistence: how it lasts Career Management 2002 Row J, Travel Motivations of Japanese overseas Travelers, Journal of Tourism Research, 1995
22、Sarah T, Examining Tourism Motivation Methodologies, Annual of Tourism Research, 1999, 26, 1022-1024
23、Scott A, Tourism Motivation Process, Annual of Tourism Research 2000, 27, 1049-1057
24、Standen P, Home, work and management in the information age 2002
25、Swarbrook A, Sustainable Tourism Development: the long road from theory to practice 2000
26、Zhang Q Lam T An analysis of mainland Chinese visitors’motivation to visit Hong Kong, Tourism Management 1999, 36
27、保继刚旅游者行为社会科学家1987
28、陈秀珊我国自由职业者的特性及发展对策分析2004
29、林南枝陶汉军旅游经济学天津:南开大学出版社1994
30、陆林山岳旅游地旅游者动机行为研究---黄山旅游者实证分析人文地理1997
31、马震西安城区老年居民旅游消费行为的实证研究西北大学2007
32、孟明浩城镇旅游开发综述旅游学刊2002
33、邱扶东心理学范式的旅游学研究华东师范大学2004
34、王重鸣心理学研究方法人民教育出版社1990
35、小爱德华.J.梅奥旅游心理学南开大学旅游系(译)南开大学出版社1987 P19-21
36、吴必虎徐斌邱扶东等中国国内旅游客源市场系统分析上海:华东师范大学出版社1999
37、约翰.斯沃布鲁克旅游消费者行为学电子工业出版社2004
38、张宏梅陆林皖江城市居民旅游动机及其与人口统计特征的关系旅游科学2004
39、张曦元自由职业者的理财分析卓越理财2005
40、张卫红旅游动机定量分析及其对策研究山西财经大学1999
2 http://www.sohozu.com/2005/4-10/17384855497.html
3韦氏大词典上海译文出版社2007
4 Carroll G & Mosakowski E The Career Dynamics of Self-employment 1987
5 Bruce C & Margaret M An Empirical Analysis of Self-employment in the UK 2000
6 Cupper L Self-employment 1999
7 Ralph G New Character in Insurance: Applicable Analysis 2001
8 Richard S Career Persistence: how it lasts Career Management 2002
9 Louis V Doctorial License: Self-employed View 1999
10 Rice P J Following Research on Benefits of Flexible Works, 2003
11陈秀珊我国自由职业者的特性及发展对策分析职业与规划2004
12张曦元自由职业者的理财分析卓越理财2005
13 http://bbs.soholl.com/bbs/viewthread.php?tid=182
14马震西安城区老年居民旅游消费行为的实证研究西北大学2007
15吴必虎徐斌邱扶东等中国国内旅游客源市场系统分析上海:华东师范大学出版社1999
16林南枝陶汉军旅游经济学天津:南开大学出版社1994
17 Swarbrook J. (1999) Consumer Behavior in Tourism, Oxford: Butterworth-Heineman.
18 Hudson S. Consumer behavior related to tourism. Consumer behavior in travel tourism. New York: Haworth Hospitality Press, 1999 p131
19 Baloglu S. A path-analytical model of visitation intension involving information sources, socio-psychological motivation and destination images. Consumer psychology of tourism, hospitality and leisure, 2000, 10(1) :p19-37
20 Um S. Crompton L.L Development of pleasure travel attitude dimensions. Annals of Tourism Research. 1991,18 P374-378
21保继刚楚义芳旅游地理学北京:高等教育出版社1999 P32-47
22小爱德华.J.梅奥旅游心理学南开大学旅游系(译)南开大学出版社1987 P19-21
23 Carr N The young tourists: A case of neglected study, Tourism and Hospitality Research, 1998
24约翰.斯沃布鲁克旅游消费者行为学电子工业出版社2004
25 Goossens C., Tourism Information and Pleasure Motivation, Annals of Tourism Research,1998
26 Mannell R. & Iso-Ahola, Psychological nature of leisure and tourism experience, Annals of Tourism Research, 1987
27 Row J. Travel Motivations of Japanese overseas Travelers, Journal of Tourism Research, 1995
28 Metin K. Tourism Preference of Y Generation, Annual of tourism research, 2001
29王重鸣心理学研究方法人民教育出版社1990
30 Hair Joseph F Jr, Rolph E Anderson, Ronald L Tatham, William C Black. Multivariate Data Analysis, 5th ed, Upper Saddle River, NJ: Prentice Hall, 1998,p118
31 Cuieford J P. Fundamental Statistics in Psychology and Education, New York: McGraw, 1965,p233
1、Assael H. Consumer Behavior and Marketing Action, South-Western College Publishing 1998
2、Bruce C & Margaret M An Empirical Analysis of self-employment in the UK 2000
3、Carr N. Going with the flow: An assessment of relationship between young people leisure and holiday behavior, Tourism Geographies, 2002
4、Carr N. The young tourists: A case of neglected study, Tourism and Hospitality Research, 1998
5、Carroll G & Mosakowski E, The Career Dynamics of Self-employment, 1987
6、Clift S Forrest S, Gay men and tourism: Destination and holiday motivations, Tourism Management, 1999, 20, 615-625
7、Crompton J Mckay S, Motives of Visitors Attending Festival Events, Annual of Tourism Research, 1997, 12
8、Cupper L, Self-employment, Prentice Hall 1999
9、Cuieford J P. Fundamental Statistics in Psychology and Education, New York: McGraw, 1965,p233
10、Dann, G.M.S. (1977). Anomie, Eco-Enhancement and Tourism, Annals of Tourism Research, 8, 187—219
11、Elliot A, Approach and Avoidance Motivation and achievement goals, Consumer Behavior, 1993
12、Gnoth J, Tourism Motivation and Expectation Formation, Annual of Tourism Research, 1997, 2, 283-304
13、Goossens C., Tourism Information and Pleasure Motivation, Annals of TourismResearch,1998
14、Hair Joseph F Jr, Rolph E Anderson, Ronald L Tatham, William C Black. Multivariate Data Analysis, 5th ed, Upper Saddle River, NJ: Prentice Hall, 1998
15、Kalleberg S Rasell E, Non Standard Work, Substandard Jobs. Flexible Work Arrangements in the US 1997
16、Louis V, Doctorial License: Self-employed View 1999
17、Mannell R. & Iso-Ahola, Psychological nature of leisure and tourism experience, Annals of Tourism Research, 1987
18、Metin K, Tourism Behavior of Y Generation, Annual of tourism research 2001
19、Ralph G, New Character in Insurance: Applicable Analysis 2001
20、Rice P J, Following Research on Benefits of Flexible Works, 2003
21、Richard S, Career Persistence: how it lasts Career Management 2002 Row J, Travel Motivations of Japanese overseas Travelers, Journal of Tourism Research, 1995
22、Sarah T, Examining Tourism Motivation Methodologies, Annual of Tourism Research, 1999, 26, 1022-1024
23、Scott A, Tourism Motivation Process, Annual of Tourism Research 2000, 27, 1049-1057
24、Standen P, Home, work and management in the information age 2002
25、Swarbrook A, Sustainable Tourism Development: the long road from theory to practice 2000
26、Zhang Q Lam T An analysis of mainland Chinese visitors’motivation to visit Hong Kong, Tourism Management 1999, 36
27、保继刚旅游者行为社会科学家1987
28、陈秀珊我国自由职业者的特性及发展对策分析2004
29、林南枝陶汉军旅游经济学天津:南开大学出版社1994
30、陆林山岳旅游地旅游者动机行为研究---黄山旅游者实证分析人文地理1997
31、马震西安城区老年居民旅游消费行为的实证研究西北大学2007
32、孟明浩城镇旅游开发综述旅游学刊2002
33、邱扶东心理学范式的旅游学研究华东师范大学2004
34、王重鸣心理学研究方法人民教育出版社1990
35、小爱德华.J.梅奥旅游心理学南开大学旅游系(译)南开大学出版社1987 P19-21
36、吴必虎徐斌邱扶东等中国国内旅游客源市场系统分析上海:华东师范大学出版社1999
37、约翰.斯沃布鲁克旅游消费者行为学电子工业出版社2004
38、张宏梅陆林皖江城市居民旅游动机及其与人口统计特征的关系旅游科学2004
39、张曦元自由职业者的理财分析卓越理财2005
40、张卫红旅游动机定量分析及其对策研究山西财经大学1999