工商管理学院知识库

     亲子旅游是当代家庭偏爱的一种休闲方式。随着社会的进步，新生代父母群体对子女的教育成长的关注度不断增加，越来越多的父母原意在闲暇时间陪同子女外出游玩，亲子旅游开始变得常态化。在亲子旅游中包含着“亲”与“子”两个主体，旅游过程中既要考虑“亲”与“子”各自的行为，也要关注这两者之间的互动行为，因此其购买决策行为更加复杂化。同时太原市作为山西省的省会城市，近年来大力发展旅游业，越来越多的家庭选择在闲暇时间组织亲子旅游，但是经营企业对亲子旅游购买行为关注较少，旅游产品单一，不能很好的满足家庭出游的需求，因此对太原市亲子旅游家庭购买决策行为的研究很有必要。
      本文从涉入的角度来研究太原市亲子旅游家庭的购买决策行为。首先通过对以往文献的梳理，构建涉入量表并设计调查问卷获得283个样本数据；其次利用SPSS20.0和Excel对已获得的样本数据进行数理统计分析，通过聚类分析将太原市亲子旅游家庭根据其涉入程度划分不同的类型并用判别分析进行验证，根据不同家庭的涉入程度，可将其分为四种类型：低风险型、高涉入型、中涉入型、低涉入型；再次利用卡方检验对太原市亲子旅游过程中的购买决策行为进行差异分析，发现四种类型的家庭在出游动机、信息搜寻、目的地选择、出行人员组成、消费结构、住宿偏好、娱乐活动偏好存在显著差异；最后依据得出的结论提出太原市亲子旅游市场开发的相关建议。

       Parent-child travel is a leisure way preferred by contemporary families. With the progress of society, the new generation of parents pays more and more attention to the education and growth of their children. More and more parents intend to accompany their children to go out in their leisure time, and parent-child travel has become normal. There are two main bodies of "parent" and "child" in parent-child tourism. In the process of tourism, we should not only consider the behavior of "parent" and "child", but also pay attention to the interaction between them, so their purchasing decision-making behavior is more complicated. At the same time, Taiyuan, as the provincial capital of Shanxi Province, has vigorously developed tourism in recent years. More and more families choose to organize parent-child tourism in their leisure time, but the business enterprises pay less attention to the purchase behavior of parent-child tourism, and the tourism products are single.It can not meet the needs of parent-child travel,so it is necessary to study the Purchasing decision-making behavior of parent-child travel families in Taiyuan.
       This paper studies the purchasing decision-making behavior of parent-child travel families in Taiyuan from the perspective of involvement. Secondly, using SPSS20.0 and Excel to make mathematical 
statistics analysis of the obtained 283 sample data, through cluster analysis, parent-child travel families in Taiyuan are divided into different types and verification with discriminant analysis.According to the involvement degree of different families, they can be divided into four types: low risk, high involvement, medium involvement and low involvement; Using chi-square test to analyze the difference of purchasing decision-making behavior in the process of parent-child tourism in Taiyuan, it is found that there are significant differences in four types of families,including travel motivation, information search, destination selection, travel personnel composition, consumption structure, accommodation preference and entertainment preference. Finally, according to the conclusion, the relevant suggestions for the development of parent-child tourism market in Taiyuan are put forward.