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中国游客在泰国做SPA服务选择的影响因素研究

摘要第4-8页
Abstract第8-9页
Chapter 1 Introduction第12-24页
    1.1 Background and Significance of the study第12-17页
    1.2 Objective of the Study第17-18页
    1.3 Literature Review第18-21页
        1.3.1 General knowledge about the spa business in Thailand第18-19页
        1.3.2 Spa and physical senses第19页
        1.3.3 Type of spa business in Thailand第19-20页
        1.3.4 Standard of Thai spa第20-21页
    1.4 Research Model第21-22页
    1.5 Organization of the Research第22-24页
Chapter 2 Theories of Research第24-36页
    2.1 Theory of Consumer Behaviors and Consumer Decision第24-26页
        2.1.1 Descriptions of Consumer Behavior第24页
        2.1.2 Consumer Behavior Analysis第24-25页
        2.1.3 Consumer Decision Process第25-26页
        2.1.4 Consumer Behavior Model: Influencing Decision Process第26页
    2.2 Chinese Consumer Behaviors第26-32页
    2.3 Theory of Service Marketing mix 7P’s第32-34页
    2.4 Related Research第34-35页
    2.5 Summary第35-36页
Chapter 3 Research Methodology and Results Analysis第36-52页
    3.1 Research Methodology第36-37页
        3.1.1 Sample and Procedure第36页
        3.1.2 Data Collection第36-37页
        3.1.3 Data Completing and Data Analysis第37页
    3.2 Results Analysis第37-50页
        3.2.1 Respondents’ General Information第38页
        3.2.2 Consumer Behavior第38-39页
        3.2.3 Service Marketing Mix Factors Analysis第39-42页
        3.2.4 Correlation Analysis between General Information and Consumerbehavior第42-44页
        3.2.5 Comparison between respondents’ general information and servicemarketing mix factors第44-50页
    3.3 Summary第50-52页
Chapter 4 Discussion and Suggestion第52-60页
    4.1 Discussion第52-56页
        4.1.1 Consumer behavior 6W 1H第52-54页
        4.1.2 Service Marketing Mix 7P’s第54-56页
    4.2 Suggestion第56-59页
        4.2.1 Suggestions consumer behavior第56-57页
        4.2.2 Suggestions 7 P’s of service marketing mix for spa in Thailand第57-59页
    4.3 Recommendation for Further Research第59页
    4.4 Summary第59-60页
Conclusion第60-62页
References第62-65页
Appendix A第65-72页
Appendix B第72-84页
Acknowledgements第84-85页
Resume第85页

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