摘要随着互联网技术的不断发展，网络对旅游业的影响越来越明显，极大的改变了传统的旅游信息传播方式和信息搜索的渠道。在旅游过程中，由于男女在生理、心理和社会角色等方面存在差异，使发生的旅游消费行为也存在差异。44212

本文以来杭旅游者为例，通过理论研究与实证研究相结合的办法，基于性别差异对旅游者的网络消费行为进行了分析。首先，本文利用文献归纳研究法，提出网络旅游消费的概念，对旅游消费行为学与旅游研究中的性别话题进行了梳理，总结了国内外对于这两方面的研究理论与结果。其次，对旅游消费行为、网络旅游消费行为等相关概念进行了区别辨析，再通过访谈与问卷调查相结合的方式进行了数据的收集，用 spss19.0统计软件和Excel对搜集到的数据进行处理，然后分析影响因素。基于上述研究，提出了富有实践性的对策建议。最后，指出了本文的研究创新点和局限性。

毕业论文关键词：网络旅游 旅游消费 性别差异 网络旅游消费行为

Abstract

With the development of internet technology, it’s more and more obvious that the network impact on the tourism industry. Tourism has greatly changed the way of information transmission and information search of traditional channels. In the process of travel, because of the difference between men and women in the physical, psychological and social role, it make the tourism consumption behavior is different. In this paper, Hangzhou tourists as an example. Through the combination of theoretical research and empirical research methods, based on the gender differences in the tourist network analyzed the consumption behavior. First of all, this article uses literature inductive method, puts forward the concept of network of tourism consumption, tourism consumption behavior and gender issues in tourism research is reviewed, summarized the domestic and foreign research on the theory and results of these two aspects. Secondly, on the behavior of tourism consumption,tourism network consumption behavior and other related concepts are distinguished by analysis, interview and questionnaire survey was carried out by means of data collection, using statistical software spss19.0 and Excel on the collected data, and then analyze the influence factors. Based on the above research, it put forward some countermeasures and suggestions of practice.Finally,the paper points out the research innovation and limitation.

Keywords: online travel, tourism consumption, gender differences, online tourism consumption behavior

目录

1.绪论 5

1.1选题背景 5

1.1.1网络旅游用户和网络旅游消费 5

1.1.2男女用户的网络旅游消费行为 5

1.2国内外研究现状 5

1.3研究目的与意义 5

1.3.1研究目的 6

1.3.2研究意义 6

2.理论基础 6

2.1消费者行为理论 6

2.2网络旅游消费行为学 7

2.2.1网络旅游消费行为概念 7

2.2.2旅游消费行为影响因素 7

2.3性别意识 8

3.研究假设与实证设计 9

3.1研究假设的提出 9

3.1.1研究问题 9

3.1.2研究假设