基于顾客价值理论的旅游地选择意向形成机制研究

旅游地选择意向是旅游者行为研究以及旅游市场营销实践关注的重点领域之一,尽管现有研究已经证实旅游者价值对旅游地选择意向确实存在显著影响,但对其形成机制的研究还报导不多。本文构建了一个包括旅游者价值、旅游地形象、服务质量和替代旅游地吸引力等变量在内的旅游地选择意向形成机制概念模型,设计了各变量的测度量表并通过德尔菲法和试调查确定量表,利用量表调查数据通过结构方程模型方法对模型进行实证检验。研究结果表明:旅游者价值、旅游地形象和服务质量对选择意向有显著影响,旅游地服务质量和旅游地形象对旅游者价值具有显著影响,但由于交通条件的显著改善,旅游目的的休闲化以及旅游方式的近郊化和长途化并存,替代旅游地吸引力对旅游地选择意向没有显著影响,这和以往的研究结果不同。

A study on the formation mechanism of tourism destination choosing intention based on the customer value theory

Tourism destination choosing intention is a key field of tourism behavior research and tourism marketing. Although previous studies confirm that tourist value has a significant impact on tourism destination choosing intention, there has been little research on the dating of the formation mechanism of tourism destination choosing intention. This paper builds a conceptual model to incorporate tourist value, tourism destination image, service quality and abstraction of substitute tourism destination. In order to test this model, the scale of every variable is developed, which was confirmed by DELPHI and primary questionnaire. The model is empirically tested by analyzing the survey data using SEM. The result shows that tourist value, service quality and the image of tourism destination have significant influence on tourist behavior intention, and the service quality and image of tourism destination have significant influence on value of tourists. And abstraction of substitute tourism destination has no significant influence on choosing intention of tourism destination due to the promotion of traffic condition, casualness of tourism purpose and suburbanization and long-distance of tourism way, which is significantly different from the result of previous studies.