สารนิพนธ์พ.ศ. 2022

Influencing factors of community tourism marketing targeting on Sichuan silver age group usage intention

ผู้จัดทำ: Deng Xu
ระดับการศึกษา: ปริญญาโท
สาขาวิชา/กลุ่มสาขา: หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการ
อาจารย์ที่ปรึกษา: Li Ximing
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Abstract (English)

Tourism could be significantly influenced by major demographic, cultural, and economic trends. In the past few years, there had been considerable debate about the fundamental demographic changes across China. One of the main issues Sichuan raises would be an aging population, which would have solid local tourism potential. Based on the research literature on consumer purchase intention, this paper took the technology acceptance model as the framework and combined the trust-based consumer purchase behavior theory to study the purchase intention of community tourism products of the silver- aged group in Sichuan and to construct an aging society and a theoretical model of the purchase intention of silver-aged group tourism products under the background of community marketing, and discussed various factors that affect the purchase intention of silver-aged group's community tourism products. The purpose of this study was to explore the significant difference in silver age group purchase intention on different demographic factors; to evaluate the elements of community tourism marketing influencing silver group purchase intention in Sichuan; and to put forward feasible suggestions on providing community tourism marketing promotions on travel package purchase intention for Sichuan elderly group. Four hundred and thirty persons completed questionnaires of Sichuan consumers were collected in April 2022. The results showed that all factors of perceived risk, emotional trust, and perceived usefulness significantly impacted community tourism's silver age purchase intention. Further suggestions were made to improve the marketing elements of community tourism for the silver age group in usage intention.