常州市老年旅游市场现状与发展策略分析

论文总字数：15617字

摘 要

随着老龄化社会的深入，老年人的消费水平和精神需求日益增长，因此老年旅游将展现出巨大的发展远景。开发具有老年人需求特点的旅游产品，提供个性化的老年旅游服务对于新时期我国旅游业的发展来说是非常必要的。基于文献资料法、问卷调查法、和数理统计等研究方法，分析了常州市老年人的出游条件，并调查研究了常州市老年人的出游行为特征，同时了解到常州市旅游供应市场的现状，研究了影响其发展的因素，并运用4P营销策略从老年旅游产品的开发和营销策略两个方面对如何推动常州市老年旅游市场发展提出了可行性建议，为常州市老年旅游市场的拓展提供一些理论性指导与参考。

关 键 词：常州，老年旅游，4P营销策略

Abstract: With the coming of aging society, the old people"s consumption level and the spirit demand are growing fast.So the elderly tourism will show the great development prospects . With the development of the elderly tourism product, providing personalized service for the elderly tourism in new period of China"s tourism industry is very necessary. The article use the methods of literature, questionnaire, and mathematical statistics,it based on investigation to analyse travel behavior characteristics of aged people in Changzhou.And analyse the traveling conditions of aged people in Changzhou. Knowing the current situation of Changzhou tourism supply market, studing the factors influencing its development. It put forward feasible suggestions on how to promote Changzhou tourism development from the two aspects of the elderly tourism product development and marketing strategy with the use of 4P marketing strategy,providing some theoretical guidance and reference for development of the elderly tourist market in Changzhou.

Key word:changzhou，Elderly Tourism, 4P Marketing Strategy

目 录

1 引言....................................................3

2 常州市老年人出游条件分析......................................3

2.1 老龄化程度高........................ ........................3

2.2 具有良好的经济基础.......................................... 4

2.3 具有充裕的闲暇时间..........................................4

2.4 具有强烈的旅游需求...................................... ....4

2.5 具有明显的区位优势..........................................5

3 常州市老年人旅游行为特征分析........ ..........................5

3.1 出游频率呈两极分化现象..................................... .5

3.2 闲暇时间多，选择旅游淡季出游.................................5

3.3 出游安排比较慎重，以观光游览为主............................5

3.4 出游消费精简，注重物有所值...................................6

3.5 出游以团队活动为主，旅行距离较局限...........................6

3.6 注重旅途中的身心保健，对安全要求高...........................7

4 常州市老年旅游供应市场现状.................................... 7

4.1 对老年市场存在误解,缺乏开拓动力............................8 4.2 未把老年群体作为目标市场,未设计针对性产品................ .8

4.3 旅行社缺少专业化的导游,服务质量不高........................8

4.4 旅游服务缺少针对性，旅游保险险种缺乏........................9

5 常州市老年旅游市场的发展策略分析... ..........................9

5.1 老年旅游产品开发............................... ............9

5.2 营销策略...................................................12

结论............................................................ 14

参考文献........................................................ 15

致谢............................................................ 16

附录A 问卷.....................................................17

1 引言　

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