基于消费者视角下的新疆旅游目的地危机管理研究

发布时间：2018-03-25 19:04

本文选题：新疆旅游目的地　切入点：危机管理　出处：《新疆财经大学》2014年硕士论文

【摘要】：旅游业自上世纪90年代起发展成为全球最大的产业，因此旅游者到底如何消费旅游产品，目的地管理者探寻旅游消费形成因素尤其变得至关重要。随着新疆旅游市场的深度开发，旅游营销策略如何影响消费者行为，继而促进新疆旅游市场的成长成为行业关注的焦点。社会经济发展一方面促进了新疆旅游业的繁荣，但是另一方面突发性事件频率的增加、程度的加剧，对新疆旅游业的发展有所抑制，虽然新疆旅游目的地危机研究在内容广度和深度上均有巨大进展，但是，以往的研究往往从旅游危机管理本身及管理机制的视角来加以界定，然而这种界定,事实上更多的是基于旅游目的地政府及企业管理的便利，而对消费者是如何认识危机、旅游目的地管理者从中找出解决危机的策略方面并未能提供行之有效的帮助；从消费者视角出发了解目的地危机对于消费者决策的影响、继而控制旅游目的地负面影响的研究缺乏。消费者作为目的地最重要的利益相关者，目的地管理者如何扭转危机中目的地的负面形象、控制潜在游客的危机感知，理应受到更多的关注。本研究以新疆游消费者感知价值作为切入点，旨在以消费者视角深入研究新疆旅游目的地危机对于消费者决策的影响。通过界定研究对象，提出以消费者视角控制或弱化突发性事件负面影响的研究设想，对旅游危机、消费者决策等相关理论进行整理、述评，阐明突发性事件对新疆旅游市场造成的冲击，运用消费者行为理论阐明激活新疆旅游市场的思路，，构建激活市场模型设想，通过专家咨询对研究模型进行修改，采用新疆旅游统计年鉴面板数据和调查数据对变量进行问卷设计，对问卷进行网络发放和实地发放，运用SPSS17.0统计分析软件对回收的数据进行分析，对假设进行验证、构建理论模型，在此基础上，对消费者的社会人口属性（性别、年龄、收入、婚姻状况、教育程度等）变量之间的影响关系进行实证分析；最后提出建立新疆旅游预警机制、增强消费者感知价值等应对未来突发性危机的对策。
[Abstract]:Tourism has become the largest industry in the world since the 1990s, so how do tourists consume tourism products? It is particularly important for destination managers to explore the formative factors of tourism consumption. With the deep development of the tourism market in Xinjiang, how tourism marketing strategies affect consumer behavior, Then promote the growth of the tourism market in Xinjiang has become the focus of attention of the industry. On the one hand, social and economic development has promoted the prosperity of the tourism industry in Xinjiang, but on the other hand, the increase in the frequency and extent of unexpected events has inhibited the development of tourism in Xinjiang. Although the research on Xinjiang tourism destination crisis has made great progress in its breadth and depth, previous studies have often defined it from the perspective of tourism crisis management itself and its management mechanism. In fact, it is more based on the convenience of government and enterprise management of tourism destination, and how consumers understand the crisis, tourism destination managers can not provide effective help in finding out the strategies to solve the crisis; There is a lack of research to understand the impact of destination crisis on consumer decision-making from the consumer perspective, and then to control the negative impact of tourism destination. Consumers are the most important stakeholders in destination. How to reverse the negative image of destination and control the sense of crisis of potential tourists deserves more attention. The purpose of this study is to study the impact of tourism destination crisis on consumer decision-making in Xinjiang from the perspective of consumers. This paper puts forward the research assumption of controlling or weakening the negative impact of sudden events from the perspective of consumers, collates and reviews the related theories such as tourism crisis, consumer decision-making, and expounds the impact of sudden events on the tourism market in Xinjiang. Using the consumer behavior theory to clarify the ideas of activating the tourism market in Xinjiang, to construct the assumption of activating the market model, and to modify the research model through expert consultation. Using the Xinjiang Tourism Statistics Yearbook panel data and survey data to carry on the questionnaire design to the variable, carries on the network distribution and the field distribution to the questionnaire, uses the SPSS17.0 statistical analysis software to carry on the analysis to the recovered data, carries on the confirmation to the hypothesis. On the basis of the theoretical model, this paper makes an empirical analysis on the relationship between the social and demographic attributes of consumers (sex, age, income, marital status, educational level, etc.). Finally, it puts forward the establishment of tourism early warning mechanism in Xinjiang. Enhancing consumer perceived value and other countermeasures to deal with the sudden crisis in the future.
【学位授予单位】：新疆财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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