旅游节事创新维度结构及其对游客行为意向的影响

发布时间：2018-05-31 03:08

本文选题：旅游节事 + 旅游节事创新　；参考：《商业研究》2014年08期

【摘要】：基于供给和需求整合分析视角,本文以产品创新、服务营销等相关理论为基础,构建了旅游节事创新及其对游客行为意向影响的整合模型,并采用EFA、CFA和SEM等方法,通过对张家界国际乡村音乐节游客的调查数据,实证检验了旅游节事创新各维度与整体创新、游客满意和品牌资产的相互关系及其对游客行为意向的影响。研究发现:旅游节事创新是一个包括表演表现、进出便捷、自助技术、审美环境、游客社区和忠诚计划等维度的构念,表演表现、自助技术和审美环境对整体创新有显著正向影响,而进出便捷、游客社区和忠诚计划对整体创新影响不显著;整体创新对游客满意、品牌资产和游客行为意向有显著正向影响,且游客满意和品牌资产在整体创新对游客行为意向影响中起部分中介作用。
[Abstract]:Based on the theory of product innovation and service marketing, this paper constructs the integrated model of tourism festival innovation and its influence on tourists' behavior intention, and adopts the methods of EFACFA and SEM. Based on the survey data of Zhangjiajie International Rural Music Festival, this paper empirically examines the dimensions and overall innovation of tourism festival innovation, the relationship between tourist satisfaction and brand equity and their influence on tourists' behavior intention. The study found that: tourism festival innovation is a performance including performance, easy access, self-help technology, aesthetic environment, tourist community and loyalty plan, etc. Self-help technology and aesthetic environment have a significant positive impact on overall innovation, while convenient entry and exit, tourist community and loyalty plan have no significant impact on overall innovation; overall innovation has a significant positive impact on tourists' satisfaction, brand equity and tourists' behavior intention. And tourist satisfaction and brand equity play an intermediary role in the influence of overall innovation on tourist behavior intention.
【作者单位】：湖南师范大学历史文化学院;
【基金】：湖南省社科基金重点项目,项目编号:12WTB18 湖南省社科基地重点项目,项目编号:2010JD11 湖南省研究生科研创新项目,项目编号:CX2014B
【分类号】：F592.7

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