摘 要：近年来,我国的出境旅游发展快速，国内外许多专家学者也对我国居民的出境旅游 行为和消费特征以及经济和文化的影响进行了广泛而深入的探索和研究。本篇论文主要是 针对淮安居民出境旅游行为决策意愿的影响因素进行了研究与分析。从淮安居民出境旅游 的限制性因素着手，采用了定量分析的研究方法探究淮安居民出境旅游决策的影响因素。 针对本次课题，通过采用问卷调查并在此过程中走访淮安群众，向他们咨询有关出境旅游 行为意愿影响因素。力求通过全方位的调查充分了解影响淮安居民出境旅游的限制性影响 因素，并了解到在现有旅游市场背景下淮安居民对于旅游营销策略的感知和态度。最后， 通过调研数据分析结果得出淮安居民出境旅游决策影响因素的研究结论，并采用定性研究 方法分析了解原因并且提供切实有效的旅游营销策略和建议，为淮安出境旅游的发展贡献 出力所能及的力量。85887

毕业论文关 键 词：出境旅游 决策行为意愿 影响因素 淮安居民

Abstract: In recent years, China's outbound tourism rapid development, many domestic and foreign experts and scholars on the residents of China's outbound tourism behavior and consumption characteristics and economic and cultural influence carried out extensive and in-depth exploration and research。This paper is mainly to study the influence factors of Huaian residents outbound travel behavior decision making。 Based on the restrictive factors  of outbound tourism of Huaian residents, this paper adopts the method of quantitative analysis to explore the influencing factors of outbound tourism decision making of Huaian residents。 In view of this issue, through the use of a questionnaire survey and visit the masses in Huaian in the process, to consult them about outbound travel behavior will influence factors。It  is necessary to fully understand the restrictive factors affecting the outbound tourism of Huaian residents through a full range of investigations, and to understand the perception and attitude of Huaian residents on the tourism marketing strategy in the context of the existing tourism market。Finally, through the investigation and data analysis showed that Huaian residents outbound tourism decision-making influence factors research conclusion, and analyze the reasons and provide the tourism marketing strategies and suggestions for effectively using qualitative research methods, the development of Huaian outbound tourism contribution to output and power。

Keywords: outbound tourism, decision-making, behavior will influencing factor, the resident of Huaian

目 录

1 前言 3

1。1 研究背景 3

1。2 研究意义 3

1。3 研究创新点 4

2 淮安居民出境旅游行为决策意愿影响因素相关概念论述 4

2。1 国外出境旅游研究情况综述 4

2。2 国内出境旅游研究情况综述 5

3 淮安居民出境旅游决策行为意愿影响因素研究方法 5

3。1 定量研究和定性研究相结合 5

3。2 文献理论与实证研究相结合