摘要伴随着我国当今旅游业的快速发展，许多旅游目的地都在纷纷增加资金投入来发展旅游业。目前，旅游目的地之间的竞争变得越来越激烈。旅游目的地如何提升自己的竞争能力，吸引旅游者前来旅游观光，旅游目的地自身的营销显得尤为重要，而营销的成功与否关键看营销策略以及营销的对象是否恰当。46052
随着国家对教育的重视程度的提升，我国高等教育的规模也在不断的扩大中。每年在校大学生的数量都在不断的增加。南京作为我国三大高等教育中心，大学生群体蕴藏着巨大的市场潜力。本文基于南京大学生的视角，采用问卷调查的方式，了解大学生的旅游行为特点、消费特征、获取旅游信息和分享旅游信息的渠道等等。并针对大学生的旅游需求和特点，结合营销4C理论，提出了旅游目的地营销的策略。
毕业论文关键词：大学生；旅游目的地；营销策略
ABSTRACT
With the rapid development of China’s tourism , many tourist destinations have increased funding for the development of tourism. At present, the competition between tourist destinations is becoming increasingly fierce. Tourist destination how to improve their competitive ability, attract tourist to come to sightseeing. Whether a tourist destination can be successfully attract tourists to come to sightseeing , enhance their competitive ability, tourist destination’s own marketing is particularly important. And the success of marketing also depends on proper marketing strategy and marketing objects.
With the national emphasis on the improvement of education, the scale of higher education has been expanding. The number of college students is constantly increasing each year. Nanjing as three major centers of higher education in China, so college students containing the huge market potential. In this paper, the study based on the perspective of Nanjing college students market .Using the questionnaire to realize college students’ travel behavior characteristics, consumption features, getting tourist information and sharing tourist information channels and so on. According to travel demand and characteristics of college students, combined with the marketing theory of 4C, to provide some strategies for tourist destination marketing.
Key words: College student; Tourist destination; Marketing strategy
目 录
第一章 前言 1
1.1研究背景 1
1.2研究意义 1
1.3研究内容 1
1.4解决的问题 1
1.5研究方法 1
第二章 国内外相关研究与概念界定 3
2.1国内外相关研究 3
2.1.1国外相关研究 3
2.1.2国内相关研究 3
2.2概念界定 4
2.2.1 旅游目的地 4
2.2.2旅游目的地营销 4
第三章 大学生旅游市场调查分析 6
3.1问卷设计与发放 6
3.2问卷基本情况分析 6
3.2.1大学生旅游行为特点分析 6
3.2.2大学生旅游消费的总体情况分析 9
3.2.3获取旅游信息与分享旅游信息的渠道 12
3.3影响大学生旅游目的地选择的因素分析 13
第四章 旅游目的地营销策略 16
4.1顾客 16
4.1.1差异化开发旅游产品 16
4.1.2私人订制旅游产品 18
4.2 成本 18
4.2.1根据大学生期望价格定价 18
4.2.2对不同的旅游项目分别标价 18
4.3便利性 19 南京大学生旅游目的地营销策略分析+4C理论:http://www.youerw.com/guanli/lunwen_47700.html