影响国民旅游需求刺激计划效益的因素探析——以浙江旅游消费券研究为例

2009年全国许多地区推行旅游消费券的举措,对于这一措施或毁誉参半;或莫衷一是,怎样理性地思考和评价这一政策,是旅游界面临的问题。本文以浙江为应对金融危机而推行的旅游消费券为研究对象,在梳理了国内外相关文献的基础上,对旅游者、当地居民进行了调查,并走访了相关的政府部门、旅游企业获得了一手资料,归纳总结出国民旅游需求刺激计划效益的关键影响因素是营销宣传、消费者心理、公众参与度、政策的公平性、监督管理,提出了国民经济刺激计划的影响因素模式,为我国旅游刺激政策提供参考依据。

A Study on the Factors Influencing the Efficiency of the National Tourism Stimulation Program——A Case study of Zhejiang Tourism Consumption Voucher

In 2009,many cities in China launched tourism consumption voucher scheme which aroused various reviews but no unanimous conclusion could be drawn.How to evaluate this scheme becomes an issue for the academia.Based on related literature,an investigation was conducted on tourists and local citizens in Zhejiang,together with interviews with related government authorities,so as to get first-hand information.This study herein has identified five important factors such as marketing,consumer psychology,the degree ...