摘要改革开放以来，随着经济发展和人民生活水平的不断提高，人们的旅游方式也逐渐发生变化。自助游地位越来越高，但其发展过程中的一些问题也逐渐暴露出来。对自助旅游者人群消费行为的研究就是基于以上背景而提出的。86648

本文在对自助游相关概念及发展现状分析的基础上，以镇江市为例对自助旅游者消费行为进行探讨，分析来镇自助旅游者的消费行为特征,并从政府、旅游企业和自助旅游者自身三个方面对镇江发展自助游、引导自助旅游者消费行为提出建议。笔者认为，目前镇江自助游还处于发展阶段，在历经一段时间的发展和通过各方的努力后会进入持续完善阶段。

毕业论文关键词：自助旅游；自助旅游者；消费行为；镇江

Consumption Behaviors of Independent Tourists：A Case Study of Zhenjiang

Abstract Since the reform and opening up, the way people travel has been changed gradually with the continuous improvement of economic development and living standards。 While independent travel has become more and more popular, some problems in the process of its development also gradually exposed。 On the above back ground, the author had put forward the proposition to study consumption behaviors of independent tourists。

On the basis of the analysis of conceptions and development status of self-help travel, this paper takes Zhenjiang as a case to explore consumption behaviors and analyze its characteristics of self-help tourists in order to make suggestions from government, tourism companies and tourists for developing self-service tourism and guiding self-help tourists’ consumption behavior。

The author believes the self-service tourism of Zhenjiang is still in the development stage, but finally the continuous improvement stage would come after a period of development and efforts of all parties。

Keywords: independent travel; independent tourists; consumption behavior；Zhenjiang

目  录

0 引言 1

1 相关概念界定及理论基础 1

1。1 自助游概念的界定及相关理论 1

1。1。1 自助游的概念 1

1。1。2 自助游的特征 2

1。1。3 自助游发展的作用与意义 3

1。2 旅游者消费行为的相关概念 4

1。2。1 旅游者消费行为概念 4

1。2。2 消费者行为的影响因素 5

2 自助游发展现状分析 5

2。1 国外自助游发展现状 5

2。2 国内自助游发展现状 6

2。2。1 自助游市场发展强劲 6

2。2。2 自助游政策制定方面有所突破 6

2。2。3 短途自助游受到欢迎 6

2。2。4 汽车自驾游增长迅速 6

2。2。5 背包游越来越受到大众的欢迎 7

2。3 我国自助游发展过程中存在的问题 7

2。3。1 自助游风险系数高，安全隐患大 7

2。3。2 缺乏真实有效的自助游信息 8

2。3。3 自助游规范措施和法律保障措施不足 8

3 镇江自助游背景与发展情况分析