基于游客参与的旅游景区价值共创研究

发布时间：2018-04-10 06:41

本文选题：游客参与　切入点：价值共创　出处：《暨南大学》2016年硕士论文

【摘要】：以旅游企业产品为核心的发展模式不能再满足游客个性化的需求,而是越发愿意将掌握的资源与景区共享,参与产品及服务的设计与传递中。旅游景区应该如何满足游客参与产品设计开发的愿望和个性化旅游体验需求,搭建信息交流、互动平台,实现与游客的价值共创,成为未来旅游管理学研究热点。本文以价值共创理论为基础,将顾客参与价值共创理论进行演绎,为游客参与景区价值共创提供理论支撑,研究围绕“动机——行为——结果”主线展开,希望构建基于游客参与的价值共创的过程研究模型,以广州市白云山风景名胜区、越秀公园、长隆主题公园等景区为实地调研对象,对游客进行问卷调查,运用SPSS20.0软件进行数据分析。结果显示,通过对人口特征的差异分析得知个性差异对游客参与价值共创的动机、行为及结果有影响;通过对变量的相关回归分析,游客参与动机(社会整合需求、享乐需求、经济利益需求)对游客参与行为(主动参与、被动参与)有显著影响,游客参与价值共创行为对游客感知价值(情感价值、质量价值)有显著影响,在游客参与价值共创的“动机——行为——结果”的结构模型各环节都是显著影响的,研究假设得到验证,实现游客参与景区价值共创过程模型构建。
[Abstract]:The development model with tourism enterprise products as the core can no longer meet the individual needs of tourists, but is more willing to share the resources with scenic spots and participate in the design and transmission of products and services.How to satisfy the desire of tourists to participate in product design and development and the demand of individualized tourism experience, build information exchange, interactive platform, and realize the value creation with tourists, become the research hotspot of tourism management in the future.Based on the theory of value creation, this paper deduces the theory of customer participation in value creation, provides theoretical support for tourists to participate in value creation of scenic spots, and focuses on the main line of "motive-behavior-result".I hope to build a process research model based on the value creation of tourist participation, taking Baiyun Mountain scenic spot, Yuexiu Park, Changlong theme Park and other scenic spots in Guangzhou as the field research object, and carry on the questionnaire survey to the tourists.SPSS20.0 software is used for data analysis.The results show that personality differences have an impact on the motivation, behavior and results of tourists' participation in value creation through the analysis of demographic differences, and through the correlation regression analysis of variables, tourists' participation motivation (social integration needs, hedonic needs, etc.)The demand for economic interests has a significant impact on the behavior of tourists' participation (active participation, passive participation), and the behavior of creating the value of tourists' participation has a significant impact on the perceived value (emotional value, quality value) of tourists.Every link of the structural model of "motivation-behavior-result" of tourist participation value creation is significantly affected. The research hypothesis is verified and the process model of tourists participating in the value creation of scenic spots can be constructed.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592

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