黑龙江冰雪旅游中消费情感对顾客满意的影响研究

发布时间：2018-07-11 11:12

本文选题：冰雪旅游 + 消费情感　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：旅游行业作为“朝阳产业”所受到关注只增不减,而其中的冰雪旅游行业也越来越受到国内游客的广泛关注。黑龙江作为冰雪资源大省,拥有得天独厚的地理环境资源,无论是历史发展还是最新的政策方针,都将冰雪旅游的发展列入重点规划之中。本研究通过对国内外冰雪旅游现状、黑龙江冰雪旅游发展历程与黑龙江冰雪旅游现阶段存在的问题进行探究,发现了黑龙江冰雪旅游存在着游客对冰雪旅游内涵的理解不深入,冰雪旅游项目特色不突出,冰雪旅游市场开发效率低程度差,对冰雪旅游市场的管理不到位,冰雪旅游目的地的基础设施建设落后,冰雪旅游目的地发展水平不平衡等问题。因此,通过对黑龙江冰雪旅游的发展与存在的问题出发,来研究如何提升游客满意度的问题具有理论与实践意义。在实证研究上,本文通过国内外文献对消费情感、服务质量与顾客满意的研究进行回顾与整理,认为顾客满意是顾客理性认知与情感因素共同作用的结果。本文将服务质量划分成服务硬件质量与服务软件质量两个维度,将游客消费情感分为游客消费前正负向情感与消费后正负向情感四个维度,进而希望探究各它们之间的关系。之后,本研究在提出13个理论假设,并以此建立了黑龙江冰雪旅游的游客消费情感模型。在问卷设计的基础上,进行了问卷前测,去除了不合理的问项并完善问卷设计。接着,进行了大规模的发放正式问卷,经过对有效数据的收集与整理,应用SPSS22.0与AMOS22.0两个统计软件进行数据的分析,进而验证假设。最后,通过研究结果得出结论,并结合黑龙江冰雪旅游存在的问题提出若干在管理当中的建议。
[Abstract]:Tourism industry as a "sunrise industry" has attracted more and more attention, and the ice and snow tourism industry has attracted more and more attention from domestic tourists. Heilongjiang, as a large province of ice and snow resources, has unique geographical environment resources. Both the historical development and the latest policy guidelines include the development of ice and snow tourism in the key planning. Through the research on the current situation of ice and snow tourism at home and abroad, the development course of ice and snow tourism in Heilongjiang and the problems existing in the ice and snow tourism of Heilongjiang at the present stage, it is found that the connotation of ice and snow tourism is not deeply understood by the tourists in Heilongjiang ice and snow tourism. The characteristics of ice and snow tourism projects are not prominent, the development efficiency of ice and snow tourism market is low, the management of ice and snow tourism market is not in place, the infrastructure construction of ice and snow tourism destination is backward, and the level of ice and snow tourism destination development is not balanced. Therefore, it is of theoretical and practical significance to study how to improve tourist satisfaction through the development and existing problems of ice and snow tourism in Heilongjiang province. In the empirical research, this paper reviews and arranges the research on consumer emotion, service quality and customer satisfaction through domestic and foreign literature, and concludes that customer satisfaction is the result of the interaction of customer rational cognition and emotional factors. This paper divides the service quality into two dimensions: the service hardware quality and the service software quality, and divides the tourist consumption emotion into four dimensions: positive and negative before and after consumption, and then hopes to explore the relationship between them. After that, this study puts forward 13 theoretical hypotheses and establishes the tourist consumption emotion model of ice and snow tourism in Heilongjiang province. On the basis of the questionnaire design, the pretest was carried out, the unreasonable questions were removed and the questionnaire design was improved. Then, a large-scale formal questionnaire is given out. After collecting and collating the effective data, two statistical softwares SPSS22.0 and AMOS22.0 are used to analyze the data and then verify the hypothesis. Finally, the paper draws a conclusion through the research results, and puts forward some suggestions in the course of management combined with the problems existing in the ice and snow tourism in Heilongjiang province.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F274

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