優(yōu)秀論文，所以比普通貴些，1本大學(xué)所出!


摘    要

改革開放30年來(lái)，中國(guó)旅游業(yè)規(guī)模不斷擴(kuò)大，基礎(chǔ)設(shè)施日益完善，人們物質(zhì)文化生活水平不斷提高，旅游消費(fèi)心態(tài)日益成熟，我國(guó)旅游業(yè)也逐漸與國(guó)際接軌，已經(jīng)出現(xiàn)了由較低層次的“觀光旅游”向更為高級(jí)的消費(fèi)模式“體驗(yàn)旅游”逐步過(guò)渡的趨勢(shì)。
體驗(yàn)旅游是旅游管理研究中的一個(gè)新鮮和重要的課題。在體驗(yàn)經(jīng)濟(jì)時(shí)代,大學(xué)生旅游者的消費(fèi)和需求都將發(fā)生巨大的變化。旅游業(yè)要從科學(xué)開發(fā)體驗(yàn)型旅游、加強(qiáng)體驗(yàn)型旅游的管理等方面積極應(yīng)對(duì)大學(xué)生體驗(yàn)旅游時(shí)代的到來(lái)。但就目前來(lái)看，很少有旅游企業(yè)關(guān)注這一目標(biāo)群體和龐大的市場(chǎng)，對(duì)于旅游企業(yè)來(lái)講，誰(shuí)先發(fā)現(xiàn)并開發(fā)、占領(lǐng)這一市場(chǎng)，那么誰(shuí)就搶先贏得了巨大市場(chǎng)的機(jī)會(huì)，就能在激烈的市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地。
本文基于武漢大學(xué)生體驗(yàn)旅游市場(chǎng)，針對(duì)武漢大學(xué)生體驗(yàn)旅游的發(fā)展現(xiàn)狀作了詳盡的分析，并找出限制其發(fā)展的主要存在問(wèn)題和影響因素。根據(jù)找出的存在影響因素，明確當(dāng)前體驗(yàn)旅游的目標(biāo)市場(chǎng)，提出相關(guān)的營(yíng)銷策略，其中較為新穎的分銷渠道，例如微博營(yíng)銷、網(wǎng)絡(luò)團(tuán)購(gòu)等途徑。最后由于條件所限本文未能對(duì)存在的所有問(wèn)題一一分析研究，寄希望于以后的研究工作。
筆者希望本文的研究能夠?qū)Υ髮W(xué)生體驗(yàn)旅游市場(chǎng)各企業(yè)在實(shí)施營(yíng)銷活動(dòng)時(shí)具有一定參考價(jià)值。

關(guān)鍵詞：大學(xué)生體驗(yàn)旅游；發(fā)展現(xiàn)狀；營(yíng)銷策略；產(chǎn)品開發(fā)

ABSTRACT
   
For 30 years of reform and opening-up, Chinese tourism scale has been continuously expanded, the infrastructure has been improved, the material and cultural life level has been enhanced, the traveling consumption mentality has been maturing, and Chinese tourism also has been gradually with the international level. The gradually transition trend that the low level--"traditional tourism" to more senior consumption patterns "experience tourism" has appeared.
Experience tourism is a fresh and important topic of the tourist management research. In the experience economy era, college student tourists’ consumption and demand will change greatly. Tourism must face with the arrival of the era of college students experience tourism from developing it scientifically, strengthen the tourism experienced management.
But so far, there are few tourism enterprises pay attention to this target group and huge market. The travel agencies which first discover, develop and occupy this market will win huge market opportunities and remain unconquerable in the fierce market competition, analyzing the development situation of college students experience tourism in detail.
Based on the experience of university students in college tourist market in Wuhan, and find out the main problems and influencing factors that restrict its development. According to the identified factors, we can make clear the target market of the current experience tourism. Then put forward related marketing strategy.   Finally, due to the limitation of research conditions, not all of the problems have been researched. Place the hope on the future research to analysis them.
The author hopes that this research is a certain reference for enterprise management activity on college students experience tourism market.

Key words: College students experience tourism; Development status; Marketing strategy; Product development        
     
目    錄

一、引言 1
（一）研究背景與研究意義 1
（二）研究目的與研究?jī)?nèi)容 2
（三）研究對(duì)象與研究方法 2
二、相關(guān)文獻(xiàn)回顧 3
    （一）體驗(yàn)經(jīng)濟(jì)和體驗(yàn)營(yíng)銷研究 3
    （二）體驗(yàn)旅游研究 4
三、武漢大學(xué)生體驗(yàn)旅游的發(fā)展現(xiàn)狀分析 6
（一）體驗(yàn)旅游的發(fā)展現(xiàn)狀 6
（二）武漢大學(xué)生體驗(yàn)旅游消費(fèi)行為調(diào)查 9
四、武漢大學(xué)生體驗(yàn)旅游的影響因素分析 17
（一）生活費(fèi)對(duì)旅游市場(chǎng)的影響 17
（二）大學(xué)生年級(jí)、專業(yè)對(duì)旅游市場(chǎng)的影響 18
（三）其他因素 19
五、武漢大學(xué)生體驗(yàn)旅游的營(yíng)銷策略分析 21
（一）建立大學(xué)生游客體驗(yàn)數(shù)據(jù)庫(kù)，加強(qiáng)心理需求和內(nèi)心感受分析 21
（二）制定有競(jìng)爭(zhēng)力的目標(biāo)市場(chǎng)戰(zhàn)略 21
（三）設(shè)計(jì)一個(gè)鮮明而獨(dú)特的主題，開發(fā)適宜的旅游產(chǎn)品 22
（四）制定適合大學(xué)生群體的消費(fèi)價(jià)格 23
（五）選擇特色的、新穎的體驗(yàn)旅游渠道 24
（六）選擇能夠激發(fā)大學(xué)生體驗(yàn)欲望的促銷手段 24
結(jié)束語(yǔ) 26
參考文獻(xiàn) 27
附錄——調(diào)查問(wèn)卷 28
致謝 30