01 第一章旅游消费者行为学的基本问题 Chapter 1The Basic Problems of Tourism Consumer Behavior第一节旅游消费者行为学的研究对象与内容/2 �MThe Research Object and Content of Tourism Consumer Behavior第二节旅游消费者行为学的理论来源与研究方法/7 �NThe Theoretical Sources and Research Methods of Tourism Consumer Behavior第三节旅游消费者行为学的发展历史/12 �OThe History of Tourism Consumer Behavior 19 第二章旅游消费者行为学的基本理论 Chapter 2The Basic Theory of Tourism Consumer Behavior第一节旅游购买行为理论/20 �MThe theory of Travel Buying Behavior第二节旅游消费者行为模式/25 �NTourism Consumer Behavior Model第三节有限理性理论/28 �OThe theory of Bounded Rationality第四节旅游者二元行为理论/31 �PThe theory of Tourist Dualistic Behavior第五节环城游憩行为理论/38 �QThe theoryof Recreational Behavior around the City 44 第三章动机与旅游消费者行为 Chapter 3Motivation and Tourism Consumer Behavior第一节需要与动机/45 �MNeed and Motivation第二节旅游需要与旅游动机/48 �NTourism Need and Tourism Motivation第三节旅游消费者动机的经典理论/55 �OThe Classical Theory of Tourism Consumer Motivation 63 第四章感知与旅游消费者行为 Chapter 4Perceptionand Tourism Consumer Behavior第一节感知过程/64 �MPerception Process第二节旅游感知的影响因素/68 �NInfluencing Factors of Tourism Perception第三节旅游者对旅游条件的感知/72 �OTourists' Perceptions of Tourism Conditions目录 81 第五章学习与旅游消费者行为 Chapter 5Learning andTourism Consumer Behavior第一节学习的概述/82 �MAn Overview of learning第二节旅游消费者学习的内容与途径/87 �NContents and Approaches of Tourism Consumers' Learning 92 第六章态度与旅游消费者行为 Chapter 6Attitudeand Tourism Consumer Behavior第一节旅游消费者态度的概述/93 �MA Overviewof Tourism Consumers' Attitudes第二节旅游消费者态度与旅游行为/98 �NTourism Consumer Attitude and Tourism Behavior第三节旅游消费者态度的形成与改变/102 �OThe Formation and Change of Tourist Consumers' Attitude 110 第七章个性与旅游消费者行为 Chapter 7Personality and Tourism Consumer Behavior第一节个性的形成/111 �MThe Formation of Personality第二节个性特征与旅游消费者行为/115 �NPersonality Characteristics and Tourism Consumer Behavior第三节个性结构与旅游消费者行为/121 �OPersonality Structure and Tourism Consumer Behavior第四节旅游消费者个性测量和实践运用/123
130 第八章社会群体与旅游消费者行为 Chapter 8Social Groupand Tourism Consumer Behavior第一节社会群体概述/131 �MA Overviewof Social Group第二节参照群体与旅游消费者行为/133 �NReference Group and Tourism Consumer Behavior第三节家庭与旅游消费者行为/137 �OFamily and Tourism Consumer Behavior第四节社会阶层与旅游消费者行为/143 �PSocial Stratum and Tourism Consumer Behavior 153 第九章文化因素与旅游消费者行为 Chapter 9Culture andTourism Consumer Behavior第一节文化概述/154 �MA Overviewof Culture第二节文化差异与价值观/157 �NCultural Differences and CulturalValues第三节中国传统文化与旅游消费者行为/162 �OChinese Traditional Culture and Tourism Consumer Behavior 173 第十章营销组合与旅游消费者行为 Chapter 10Marketing Mix andTourism Consumer Behavior第一节产品与旅游消费者行为/174 �MProduct and Tourism Consumer Behavior第二节价格与旅游消费者行为/180 �NPrice and Tourism Consumer Behavior第三节渠道与旅游消费者行为/184 �OChannel and Tourism Consumer Behavior第四节促销与旅游消费者行为/189 �PPromotion and Tourism Consumer Behavior 206 第十一章旅游决策 Chapter 11Travel Decision�瞞aking第一节旅游决策概述/207 �MA Overviewof Travel Decision�瞞aking第二节旅游消费者对目的地的选择/211 �NTourism consumers' choice of destinations 221 第十二章旅游体验 Chapter 12Travel Experience第一节旅游体验概述/222 �MA Overviewof Travel Experience第二节旅游体验的质量与真实性/227 �NThe Quality and Authenticity of Travel Experience第三节旅游体验营销/233 �OTravel Experience Marketing 244 第十三章旅游消费者的购后行为 Chapter 13Post�瞤urchaseBehavior of TourismConsumer第一节旅游消费者满意度/245 �MTourism Consumer Satisfaction第二节旅游消费者忠诚度/252 �NTourism ConsumerLoyalty第三节旅游消费者的抱怨/257 �OTourism Consumer Complaints 264 第十四章旅游消费者行为比较 Chapter 14The Comparison of TourismConsumer Behavior第一节旅游消费者行为跨年龄比较/265 �MA Cross�睞ge Comparison of Tourism Consumer Behavior第二节旅游消费者行为跨性别比较/268 �NA Cross�睪ender Comparison of Tourism Consumer Behavior第三节旅游消费者行为跨文化比较/270 �OA Cross�睠ultural Comparison of Tourism Consumer Behavior 278 参考文献 References