摘要
市场营销管理者对购买者决策过程的了解直接影响着营销工作的开展。本文将基于旅游者偏好和知觉风险对旅游者购买行为决策进行探讨,在构建旅游者决策模型的基础上对旅游者偏好和知觉风险进行分析,以期打开旅游者决策过程中的黑箱,为旅游产品的营销管理者提供建设性意见。
Understanding the buyer＇s decision process is very important for good marketing. Based on the tourist preference and perception risks, this paper explores the tourist decision process. After instructing a tourist decision model, the paper analyzes the tourist preference and perception risks in order to open the black box hiden in the decision process and offer some good suggestions to tourism marketing managers.
出处
《旅游学刊》
CSSCI
北大核心
2006年第5期42-47,共6页
Tourism Tribune
关键词
旅游者偏好
知觉风险
旅游者决策
tourist preference
perception risks
tourist decision
