摘  要：从旅游者消费行为研究中掌握到游客消费行为规律，能够更好地为旅游目的地和旅游产品增添新的内容，促进健康稳定地发展，获得大众的认可和喜爱，扩大自身在经济和社会上的效益。但国内外学者研究旅游消费行为的文章较多，泛化程度较高，却较少对某一处大型主题公园游客消费行为进行研究。本文通过对游客消费行为进行细分，从各个方面来分析某一主题公园内游客消费行为特征及规律，对他们在园内市场选择进行了解，询问他们对主题公园体验感受，把握其优势与劣势，制定新的经营战略。

本文以上海迪士尼乐园为例，通过对中国游客消费行为的研究，首先了解中国游客消费行为的特点，其次掌握旅游消费行为规律，提高旅游吸引力，提升游客质量，从总体上提高迪士尼乐园市场接待量，促进上海迪士尼旅游在中国的健康稳定发展。

关键词：中国游客；消费行为；迪士尼乐园

Disneyland chinese tourist differences in consumer behavior

Abstract：The study of tourists consuming behavior can help us know the rule of the it, which could better help the tourism destinations and products add new contents, promote the healthy and steady development, gain the people’s acceptance and adoration, expand personal economic benefits and social benefits. Although domestic and foreign scholars have many study of tourism consuming behavior, the degree of generalization is high, less study is on a specific large theme park. This article analysis the characteristics of tourists consuming behavior in a theme park from various aspects by subpision of tourists consuming behavior to know their choices in domestic market. This paper is to know the advantages and shortcomings of the theme park by asking them their experience and feeling about the park to make new managing strategy.

This paper uses Disneyland of ShangHai as an example. By study the china’s tourists consuming behavior , this paper will help to know its characteristics from the origin, to know the rule of it, to improve the traveling attraction, to improve the tourists quality, to improve the market reception of Disneyland in general, and to promote the healthy and steady development of ShangHai Disneyland’ tourism in China.

Key  Words:  chinese tourists;   consumer behavior;   Disneyland

目  录

摘要 1

Abstract 2

目录 3

一、引言 3

（一）研究背景与意义 4

（二）国内外旅游消费者行为研究综述 5

（三）研究过程 5

二、迪士尼中国游客消费行为调查 6

（一）游客出游时间安排 6

（二）游客旅游偏好分析 8

三、迪士尼游客消费行为规律分析 11

四、上海迪士尼经营中存在的问题 12

（一）游客入出园时间过于集中 12

（二）团队家庭式旅游多 12

（三）娱乐项目选择不均衡 12

（四）游玩排队时间过长 12

（五）食宿价格偏高 12

五、上海迪士尼的经营对策 13

（一）着手产品创新，研发景区特色旅游产品 迪士尼乐园中国游客消费行为研究:http://www.chuibin.com/guanli/lunwen_206072.html