户外旅游参与动机与虚拟社区的契合行为研究

发布时间：2017-12-31 07:25

本文关键词：户外旅游参与动机与虚拟社区的契合行为研究　出处：《内蒙古大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济发展、时代进步,旅游业的发展也出现了新变化:旅游成为了现代人必需品,而户外旅游作为一种新型休闲旅游产品出现并得到迅速发展;网络成为了旅游信息获取的主要渠道,也成为旅游产品分销的重要渠道,旅游企业客户管理延伸到非交易行为管理,顾客契合成为了市场营销的关注热点。而随着旅游条件的改善,旅游者们旅游经验的积累,自助游兴起,趣缘社区与结伴同游应运而生,旅游虚拟社区成为旅游者们重要的集聚空间,群体关系开始受到关注。本文基于旅游动机、社会认同以及顾客契合等理论,以内蒙古为主要案例地进行实证研究,对户外旅游者和户外虚拟社区进行了调查和研究,运用了定量和质性相结合的研究方法,尝试明晰参与户外旅游活动的主要心理动因,并探索了户外主题虚拟社区成员们的"动机——认同——契合行为"模式。研究结果表明:(1)户外旅游活动参与动机可划分为:自我加强动机、自然动机、逃离动机、社交动机和学习动机。(2)户外旅游虚拟社区的参加动机主要可以分为自我加强、社交、学习和实际好处四个维度。(3)虚拟社区参与动机对于契合行为具有影响作用,但仅能直接影响态度契合。(4)群体认同是社区参加动机与态度契合之间的重要中介变量,认同程度会直接影响态度契合。(5)户外旅游虚拟社区参加动机和群体认同都主要通过态度契合的中介作用来对行为契合产生影响。本研究可以丰富新型旅游、休闲活动研究成果,并为户外旅游从业者和虚拟社区的组织者在旅游产品设计开发和顾客维系与管理方面提供一定的借鉴与参考。
[Abstract]:With the development of economy, the progress of the times, the development of the tourism industry is the emergence of new changes: tourism has become the modern necessities and outdoor tourism as a new tourism product and has been developing rapidly; the network has become a major channel for the access to the tourist information, has become an important channel for the distribution of tourism products, tourism enterprises to extend the customer management to the non transaction management, customer focus in order to constitute marketing. With the tourism conditions improve, tourists travel experience, travel to rise, the interest margin of community and together with the tour came into being, the virtual tourism community become tourists an important gathering space, and pay attention to the relationship between groups based on. Travel motivation, social identity and customer engagement theory, with Inner Mongolia as the main case for empirical research on outdoor tourist and outdoor virtual communities The investigation and research, uses the methods of quantitative and qualitative, try to clear to participate in the main psychological motivation of outdoor tourism activities, and explores the theme of outdoor virtual community members' Motivation -- identity fit behavior model. The results show that: (1) the participation motivation can be divided into outdoor tourism activities self motivation, natural escape motivation, motivation, social motivation and learning motivation. (2) outdoor tourism virtual community in the motivation can be divided into self reinforcing, social, four dimensions of learning and practical benefits. (3) the virtual community participation motives for having effect fit behavior, but only directly affects the attitude fit. (4) the group identity is an important community in mediating variables between motivation and attitude fit, the degree of recognition will directly affect the attitude of fit. (5) outdoor tourism virtual community in motivation and group identity are Mainly through the intermediary role of attitude fit to fit affect behavior. This study can enrich the new tourism leisure activities, research results, and for outdoor tourism practitioners and virtual community organizer in the tourism product design and development, customer retention and management and provide reference to a set.

【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592.6

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