预订类旅游APP特征对旅游者购买决策影响研究
发布时间：2019-03-04 18:49
【摘要】：根据国家旅游局发布的《中国旅游发展报告(2016)》显示,在我国改革开放的三十多年的时间里,我国的旅游业发生了前所未有的变化,取得了令人瞩目的巨大成就。目前,我国已经成为世界上旅游业发展最快、受益人数最多、辐射带动力最强的国家之一,无论是我国国内旅游人数还是出境旅游的人数均为世界第一。随着互联网的高速发展,特别是近几年移动互联网的爆炸式增长,电子商务已经从电脑互联网迅速的转移到移动端,再一次改变人们的生活方式。于此同时,人们的生活消费水平得到进一步加强,外出旅游已经成为越来越多普通消费者非常重要的娱乐休闲方式。最新的旅游产业研究报告显示,与传统的线下旅行社门店相比,消费者通过互联网购买预定旅游产品的比例增速明显。2015年消费者通过线上预定购买旅游产品的比例增长到20%,线上旅行社规模的增长速度是线下的六倍。根据专业市场研究咨询机构艾瑞咨询在2015年的研究表明,大约七成的旅游者曾在线购买旅游门票、机票等旅游产品,且近20%的旅游者通过移动设备购买旅游产品。旅游APP市场已经是现阶段旅游业发展方向和各大在线旅行社竞争的关键点。对国内外文献的收集和查阅发现,关于旅游者购买决策行为的研究主要集中在旅游者决策行为模式、旅游者决策行为影响因素方面的研究、旅游动机以及旅游者感知价值方面的研究,关于旅游者人口统计因素对旅游购买决策影响因素方面的研究也比较多;目前关于旅游APP的研究更多地集中于旅游APP营销策略以及用户体验方面的研究,而对旅游APP特征对旅游者购买决策影响方面的研究还存在缺口。本文首先通过大量的文献和数据来回顾和参考关于旅游APP以及旅游者购买决策方面的研究成果,在此基础之上提出了预定类旅游APP的产品丰富度、价格、增值服务以及本身质量四个方面的特征,将这四个特征作为自变量,并提出四个自变量对旅游者购买决策具有正向影响的假设,再将四个自变量所包含的具体内容拆解和划分为十六个二级指标,然后把四个一级指标和十六个二级指标设计成调查问卷进行问卷调查。经过对调查问卷收集上来的收据进行描述性统计,并利用SPSS软件对数据进行信度分析,得出调查问卷量表的可信度和效度,验证之后对十六个二级指标进行因子分析,验证了二级指标划分的合理性和有效性。最后进行相关性和回归分析得出结果,假设得以验证。这将会丰富旅游业移动互联网运营模式理论,与此同时本文将构建出预订类旅游APP特征对旅游者购买决策影响模型,丰富旅游者决策理论方面的研究理论。
[Abstract]:According to the China Tourism Development report (2016) issued by the National Tourism Administration, China's tourism industry has undergone unprecedented changes and made remarkable achievements in the 30-odd years of reform and opening-up. At present, China has become one of the countries with the fastest development of tourism in the world, the largest number of beneficiaries, and the most powerful radiation driving force. Both the number of domestic tourism and outbound tourism in China are the first in the world. With the rapid development of Internet, especially the explosive growth of mobile Internet in recent years, e-commerce has been rapidly transferred from computer Internet to mobile terminal, once again changing people's life style. At the same time, people's living and consumption level has been further strengthened, travel has become a more and more important entertainment and leisure way for ordinary consumers. The latest research report on the tourism industry shows that compared with traditional offline travel agency stores, The proportion of consumers buying pre-booked travel products via the Internet grew significantly. In 2015, the proportion of consumers subscribing to travel products online rose to 20 percent, and the size of online travel agencies grew six times as fast as offline travel agencies. According to a 2015 study by Avery Consulting, a professional market research consultancy, about 70 percent of tourists have bought travel tickets, tickets and other travel products online, and nearly 20 percent of tourists buy travel products through mobile devices. The tourism APP market is the key point of the development direction of tourism and the competition of the major online travel agencies at the present stage. Through the collection and consultation of domestic and foreign documents, it is found that the research on the decision-making behavior of tourists mainly focuses on the model of tourists' decision-making behavior and the influencing factors of tourists' decision-making behavior. There are many researches on tourism motivation and tourists' perceived value, and there are many researches on the influence factors of tourists' demographics on tourism purchase decision-making. At present, the research on tourism APP is more focused on the marketing strategy and user experience of tourism APP, but there is still a gap in the research on the impact of tourism APP characteristics on tourists' purchase decision-making. Firstly, this paper reviews and refers to the research results on tourism APP and tourists' purchase decision through a large number of documents and data. On this basis, it puts forward the product richness and price of pre-arranged tourism APP. Value-added service and its own quality four characteristics, take these four characteristics as independent variables, and put forward the assumption that four independent variables have a positive impact on tourists' purchase decision-making. Then, the contents of the four independent variables are divided into sixteen secondary indexes, and then four first-order indexes and sixteen second-level indexes are designed as questionnaires for questionnaire investigation. Through the descriptive statistics of the receipts collected from the questionnaire and the reliability analysis of the data by using SPSS software, the reliability and validity of the questionnaire were obtained. After verification, the factor analysis was carried out on sixteen secondary indicators. The rationality and validity of the two-level index division are verified. Finally, correlation and regression analysis were carried out to get the results, and the hypothesis was verified. This will enrich the theory of mobile Internet operation model of tourism industry. At the same time, this paper will construct the model of the influence of APP characteristics of booking tourism on tourists' purchase decision, and enrich the theory of tourists' decision theory.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F592.6;F713.55
[Abstract]:According to the China Tourism Development report (2016) issued by the National Tourism Administration, China's tourism industry has undergone unprecedented changes and made remarkable achievements in the 30-odd years of reform and opening-up. At present, China has become one of the countries with the fastest development of tourism in the world, the largest number of beneficiaries, and the most powerful radiation driving force. Both the number of domestic tourism and outbound tourism in China are the first in the world. With the rapid development of Internet, especially the explosive growth of mobile Internet in recent years, e-commerce has been rapidly transferred from computer Internet to mobile terminal, once again changing people's life style. At the same time, people's living and consumption level has been further strengthened, travel has become a more and more important entertainment and leisure way for ordinary consumers. The latest research report on the tourism industry shows that compared with traditional offline travel agency stores, The proportion of consumers buying pre-booked travel products via the Internet grew significantly. In 2015, the proportion of consumers subscribing to travel products online rose to 20 percent, and the size of online travel agencies grew six times as fast as offline travel agencies. According to a 2015 study by Avery Consulting, a professional market research consultancy, about 70 percent of tourists have bought travel tickets, tickets and other travel products online, and nearly 20 percent of tourists buy travel products through mobile devices. The tourism APP market is the key point of the development direction of tourism and the competition of the major online travel agencies at the present stage. Through the collection and consultation of domestic and foreign documents, it is found that the research on the decision-making behavior of tourists mainly focuses on the model of tourists' decision-making behavior and the influencing factors of tourists' decision-making behavior. There are many researches on tourism motivation and tourists' perceived value, and there are many researches on the influence factors of tourists' demographics on tourism purchase decision-making. At present, the research on tourism APP is more focused on the marketing strategy and user experience of tourism APP, but there is still a gap in the research on the impact of tourism APP characteristics on tourists' purchase decision-making. Firstly, this paper reviews and refers to the research results on tourism APP and tourists' purchase decision through a large number of documents and data. On this basis, it puts forward the product richness and price of pre-arranged tourism APP. Value-added service and its own quality four characteristics, take these four characteristics as independent variables, and put forward the assumption that four independent variables have a positive impact on tourists' purchase decision-making. Then, the contents of the four independent variables are divided into sixteen secondary indexes, and then four first-order indexes and sixteen second-level indexes are designed as questionnaires for questionnaire investigation. Through the descriptive statistics of the receipts collected from the questionnaire and the reliability analysis of the data by using SPSS software, the reliability and validity of the questionnaire were obtained. After verification, the factor analysis was carried out on sixteen secondary indicators. The rationality and validity of the two-level index division are verified. Finally, correlation and regression analysis were carried out to get the results, and the hypothesis was verified. This will enrich the theory of mobile Internet operation model of tourism industry. At the same time, this paper will construct the model of the influence of APP characteristics of booking tourism on tourists' purchase decision, and enrich the theory of tourists' decision theory.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F592.6;F713.55
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