Research Travel Online Consumer Travel Demand Characteristics And Their Marketing Strategies

In the 21st century, as the development of social economy and network technology in china, the tourism industry has undergone profound changes. As an emerging social group, the online tourism product buyers grow up rapidly. With the growth of the Chinese network consumers, the size of the online tourism product buyer expands quickly, the influence also becomes bigger and bigger. So, the tourism operators become to pay more and more attention to the online tourism product buyer. With the method of qualitative analysis, this dissertation summarizes the research results of predecessors in the field of tourist behavior. On the basis of tourism market segmentation, it carries on questionnaire survey and data analysis. At last, it makes a comparison between the online tourism product buyer and traditional tourism product consumer, and then proposes several marketing strategy.The full dissertation divides into five parts. The first part reviews the domestic and foreign research results of tourist behavior and tourism demand. The research of sub-market in this dissertation learns lots of the methods from the research of predecessors. The second part introduces the theory of tourism. It describes the concept of tourism and characteristics of tourism activity. More over, it clarifies the meaning of tourism market segmentation and defines the online tourism product buyer. The third part of the dissertation summarizes the concept of tourism demand and the impact factors from predecessors'research of tourism demand. The fourth part assumes that the tourism demand of online tourism product buyer and traditional tourism product consumer are different. On the basis of the questionnaire survey and data analysis, this part carries on contrastive analysis on travel attitude, travel motivation, travel time, destination choice, transport, accommodation, consumption structure and so on, between online tourism product buyer and traditional tourism product consumer. At last, it summarizes nine different characteristics of their tourism demand. The fifth part is the focus of this dissertation. On the basis of survey and the characteristics of tourism demand, this part proposes several marketing strategy.