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1、旅游行為的宏觀與微觀研究THETOURISMSYSTEM(Source:Leiper,N.,1979:67)TransitRoutesTOURISTDESTINATIONREGIONSTOURISTGENERATINGREGIONSDepartingTouristsReturningTouristsThebroader(macro)environments:physical,cultural,social,economic,politicalandtechnologicalTheTourismindustry旅游研究大蛋糕旅游者行為研究的重要性（營銷學(xué)觀點(diǎn)）理解消費(fèi)者購買和使用
2、旅游產(chǎn)品的決策過程、行為模式知道何時(shí)提供何種產(chǎn)品給特定的市場知道如何勸說消費(fèi)者選擇專門滿足其特定需求的某一產(chǎn)品營銷活動(dòng)效率和效益的最大化旅游資源的評價(jià)和開發(fā)旅游線路的設(shè)計(jì)和賓館選址旅游者行為研究的重要性對旅游者身心健康的意義對旅游者自身發(fā)展的意義主客交往對旅游地社會(huì)文化的影響地理學(xué)觀點(diǎn)心理學(xué)觀點(diǎn)社會(huì)學(xué)、人類學(xué)觀點(diǎn)旅游者行為的宏觀分析Macro-Analysis(EconomicApproach)Macroanalysisisconcernedwithexaminingcollectivetourismmovementsintermsofnumberofvisitors,andr
3、evenuegeneratedfromthem.Dealswithdatasuchasarrivalspercountry,flightloadings,hoteloccupancyrates,visitorspendingandsoon.Macrodemanddataunderliesallmarketingplanning.TheWorld'sTopTourismDestinations2004RankCountryArrivals(million)Marketshare%1France75.19.82Spain53.67.03UnitedStates46.16.04Chi
4、na41.85.55Italy37.14.9TheWorld'sTopTourismDestinations(internationaltouristarrivals)2006 rankCountryArrivals(millions)Percent change 2005/2004Percent change 2006/2005200520061.France75.979.11.0%4.2%2.Spain55.958.56.64.53.UnitedStates49.251.16.83.84.China46.849.612.16.05.Italy36.541.1-1.512.4
5、6.UnitedKingdom28.030.79.29.37.Germany21.523.66.89.68.Mexico21.921.46.3-2.69.Austria20.020.33.01.510.RussianFederation19.920.20.21.3World'sTopTourismEarners,2004$inbillionsRankCountry20041UnitedStates$74.52Spain45.23France40.84Italy35.75Germany27.76UnitedKingdom27.37China25.7World'sTopTenTou
6、rismEarners,2006$inbillions200520061.UnitedStates$81.8$85.72.Spain48.051.13.France42.342.94.Italy35.438.15.China29.333.96.UnitedKingdom30.733.77.Germany29.232.88.Australia16.917.89.Turkey18.216.910.Austria16.016.7Source:WorldTourismOrganization(WTO).旅游需求的主要影響因素（Maindeterminantsoftourismdeman
7、d）Economic(e.g.,prices)Demographic(e.g.,disposableincomelevels)GeographicComparativepricesGovernment/regulatoryMediacommunicationsSocio-cultural(thetastes,habitsandpreferencesofpotentialbuyers)Note:thesefactorsareexternaltoanyindividualbusinessandb
