公务员群体旅游态度和动机特征研究——以怀化市为例

摘要
公务员群体是一个相对轻松和富裕的群体，使得他们成为旅游客源市场上的重要组成部分。但是公务员群体受职业性质和社会环境的影响，使他们也成为一个职业压力较大的群体。公务员群体还是一个具有较高文化素养的群体。这些都使他们的旅游动机具有一定的特色。公务员群体的旅游经验比较丰富,也使他们具有较成熟的旅游态度。他们对渡假休闲型旅游产品具有较强的喜好。对产品的品牌和服务质量都有较高的要求,而对旅游产品价格并不是很敏感。公务员的这些旅游动机和旅游态度都影响着他们的旅游决策和旅游行为，对公务员旅游群体的这些心理特征研究也对旅游营销具有一些启示，如对旅游企业的品牌形象塑造, 对旅游企业的广告宣传及周边景区的市场开发都有一些指导意义。
关键词
公务员；  游动机 ； 游态度

 Motivation of travel and attitude of Tourism about Civil groups –a case of Huaihua city
Abstract
The government functionary group is a relatively relaxed and better-off group making them become the important part of the upper customer resource in the touring market. But the government functionary group is affected by the occupation character and the social environment so they also become a big group of occupation pressure . The government functionary group is also one with higher culture accomplishment. These all make their tour motivation with certain characteristic. Government functionary group has comparatively affluent tour experience also making them have more mature tour attitude. They have strong interest to the tour product of spending a vacation. Both the brand of the product and the service quality are highly requested, but they are really not very sensitive to the touring product price .The tour behaviors and attitude of the government affect their decision and behaviors. The study on psychological characteristics of  these government functionary tour group also  inspire the tour selling .Molding the brand image to the enterprise touring  have some  guide significance to the  advertising of touring enterprise and the development of periphery beauty spot marketplace exploit

Key words
  Official   motivation of travel    attitude  of travel

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