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摘要近年伴随着国民生活及消费水平的提高，再加上旅游活动的推广及普及，国民对于定制类旅游市场的需求也在迅速扩大，婚庆旅游便是其中之一。这些年我国对法定节假日进行了调整，同时在政策方面也对职工带薪休假制度进行了完善和优化，为整个旅游业开启了绿色通道。而南京作为全国数一数二的大都市，旅游市场环境优良，在研究婚庆旅游产品对策方面可以提供很好的背景。南京婚庆旅游市场作为客源较大的一个市场，其研究对促进整个婚庆旅游产品领域都具有丰富经验的作用。46053
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目前在婚庆旅游方面相关的文献研究不算多，基于游客需求研究婚庆旅游产品开发对策的资料更是少之又少。可以看出目前的文献研究大多集中在旅游产品本身，对游客需求并不算重视，然而旅游者的需求对于婚庆定制旅游产品具有决策性，包括旅游目的地的选择和旅行时间等多个要素。对婚庆旅游的研究不仅能为开发相关产品提供理论依据，而且对引导消费者需求起到良性影响。
本文以上所述作为背景，以南京婚庆旅游市场作为研究案例。首先通过文献资料收集，梳理了国内外文献中对于婚庆旅游方面的研究。其次，对婚庆旅游的概念进行详细的定义。然后以南京市场为例，通过问卷调查并进行数据制图分析，研究旅游消费者对婚庆旅游产品的需求特征，并就发现的问题进行分析，从而对南京婚庆旅游产品的开发给出一些建议。
毕业论文关键词：定制旅游；婚庆旅游；旅游产品开发；游客需求
ABSTRACT In recent years, with the improvement of the level of national life and consumption, coupled with the promotion and popularization of tourism activities, the national demand for customized tourism market is also expanding rapidly, wedding tourism is one of them. In recent years, our country has made the adjustment to the legal holiday, at the same time in the policy aspect has carried on the policy optimization in the worker paid vacation system, has opened the green channel for the entire tourism industry. Nanjing as the nation's highest metropolis, tourism market environment excellent. In study of wedding tourism product strategy can provide a good background. Nanjing wedding tourism market as a source of a larger market, its research on the promotion of the whole wedding tourism products have a wealth of experience in the field of action.
At present in the wedding tourism related literature research is not much, based on the tourist demand research wedding tourism product development strategy of the information is less and less. Can be seen in the current literature mostly concentrated in the tourism products itself and on the needs of tourists is not attention. However, the needs of tourists for the wedding custom tourism products has decision, including a plurality of elements of tourism destination choice and travel time. Research on wedding tourism can not only provide theoretical basis for the development of related products, but also to guide the consumer demand for a positive impact.
As the background, this paper takes the wedding tourism market in Nanjing as a case study. First, through the literature data collection, combing the domestic and foreign literature for wedding tourism research. Secondly, a detailed definition of the concept of wedding tourism. Then to the market in Nanjing as an example, through the questionnaire survey and mapping data analysis, research on tourism consumers of wedding tourism products demand characteristics, problems and analysis, to Nanjing wedding tourism product development and give some suggestions.
Key words: custom tourism; wedding tourism; tourism product development; tourist demand
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