中国青年人赴泰国旅游影响因素及新冠疫情下发展对策研究
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摘要
新型冠状病毒肺炎 (COVID-19) 的爆发对泰国旅游业产生了影响，许多中国游客因此推迟赴泰国旅游。近年来，赴泰旅游的主体多为青年游客。由于年轻人的生活方式、文化背景等有所
不同，所以本文研究中国青年赴泰旅游的影响因素，将会在疫情发生下推动并恢复泰国旅游业持续发展。针对疫情发生之前曾经去过泰国旅游的中国青年游客 302 人进行调查，按照在泰国旅游期间以 吃、住、行、游、购、娱”的六大旅游要素方面和营销理论 (4Ps) 为主进行设计，编制关于中国青年人
赴泰国旅游影响因素的调查问卷，以此来收集中国青年人赴泰旅游的感受和体验，分析其中所存在的问题以及产生问题的原因，并使用问卷调查和随机抽样检测的方式，运用统计软件 SPSS 25 进行对比分析、频数分析、百分比分析、回归分析、单因素方差分析 (One-way ANOVA) 等描述性分析。最后通过问卷调查发现，交通出行、经济条件、餐饮娱乐、旅游产品以及购物选择等因素都呈现明显的显著性，中国青年游客在五个方面出国旅游之前都要慎重地考虑才能做出决定，通过研究结果以前中国游客选择跟团游，但现在更乐于自助游，本文在最后通过营销理论，针对新冠疫情下中国青年人赴泰国旅游发展对策以与中国青年游客的需求提出了相应的发展策略。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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