旅游者异质性对目的地绩效的影响研究

发布时间：2018-03-13 06:08

本文选题：旅游者满意　切入点：目的地绩效　出处：《旅游学刊》2016年09期 　论文类型：期刊论文

【摘要】：对于同一目的地,不同旅游者的旅游体验往往存在差异,因此,满意-绩效研究中应充分考虑旅游者异质性特征的影响。文章突破了传统的满意度均值和方差指标的局限,借助对网络游记的分析,创造性地构建了同质化满意与异质化满意两个新变量,更加有效地衡量了旅游者的同质性与异质性特征,并在此基础之上验证了两者与目的地绩效间的关系。文章通过对中国60个旅游城市数据的分析发现:以满意度均值衡量的满意同质性对绩效的影响显著(H1),但解释力有限;以往利用满意度方差来衡量旅游者满意异质性,进而提升对目的地绩效解释力的思路(H2),由于多重共线性问题难以真正实现;构建的同质化满意与异质化满意两个新变量,不仅对目的地绩效有显著的正向影响,而且在传统的满意度均值-绩效模型的基础之上具有较好的增益效度(H3、H4),这为旅游者群体特征及目的地绩效等领域的研究提供了有价值的启发。
[Abstract]:For the same destination, the tourism experience of different tourists is often different. Therefore, the influence of tourists' heterogeneity should be fully considered in the satisfaction performance study. The paper breaks through the limitation of the traditional index of satisfaction mean and variance. With the help of the analysis of online travel records, two new variables of homogenization satisfaction and heterogeneity satisfaction are constructed creatively, and the characteristics of homogeneity and heterogeneity of tourists are more effectively measured. On this basis, the relationship between them and destination performance is verified. By analyzing the data of 60 tourist cities in China, it is found that the satisfaction homogeneity measured by the average satisfaction degree has a significant effect on the performance, but the explanatory power is limited; In the past, using the variance of satisfaction to measure the heterogeneity of tourist satisfaction, and then improving the ability of explaining the destination performance, it is difficult to realize the problem of multi-multiple collinearity; the two new variables of homogenization satisfaction and heterogeneity satisfaction are constructed, and the two new variables, the homogenous satisfaction and the heterogeneity satisfaction, are constructed. Not only has a significant positive impact on destination performance, On the basis of the traditional satisfaction Mean-Performance Model, it has a good gain validity, which provides valuable inspiration for the study of tourist group characteristics and destination performance.
【作者单位】：西南财经大学工商管理学院;南开大学旅游与服务学院;中国旅游研究院;
【基金】：教育部人文社会科学研究规划基金“品牌劫持:旅游目的地品牌形象演化机制及影响研究”(15YJC630086) 国家旅游局旅游业青年专家培养计划项目“开放性视角下旅游目的地多元创新体系研究”(TYETP201409) 四川省高校人文社科基金“旅游消费者创新理论团队”(JBK150507)项目资助~~
【分类号】：F592

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