娱乐型主题公园游客互动、体验价值及游后行为意向之间的关系研究
发布时间：2019-06-14 03:53
【摘要】：我国主题公园开发建设始于20世纪90年代。近五年来,集旅游要素与休闲体验为一体的主题公园迎来一轮新的建设高潮。然而,大部分主题公园没有走出亏损的尴尬境地。体验经济时代,游客愈来愈重视旅游过程中获得的体验价值,对于主题公园来说,提高游客的体验价值是保证其可持续发展的关键。在零售服务领域,作为影响顾客体验的重要因素,互动相关的研究越来越受到学者们的关注。在旅游领域中,尤其是注重游客体验价值的娱乐型主题公园,有关游客间互动的相关研究还较少。本研究以游客间互动、游客体验价值及其游后行为意向作为研究内容,经过以下几个步骤得出研究结论。首先,总结前人研究成果,梳理相关概念及理论;在此基础上,提出本研究的理论模型。然后,基于娱乐型主题公园参与性强、互动频率高等特征确定影响游客互动、体验价值及游后行为意向三个变量的具体维度,提出相关假设。第三,根据模型设计调查问卷,选择上海迪斯尼、杭州烂苹果乐园和安吉Hello Kitty主题乐园三家典型的娱乐型主题公园进行实地调研获取数据。第四、运用SPSS、AMOS等数据分析工具,对回收数据统计分析,进一步验证了研究假设。本研究结论如下:(1)游客间互动由基本礼仪、建议与帮助和社交互动三个维度构成,体验价值由功能性体验价值、情感性体验价值、认知性体验价值和社会性体验价值四个维度构成。(2)基本礼仪对游后行为意向不构成直接影响,但会通过体验价值(功能性体验价值、情感性体验价值和社会性体验价值)产生间接影响;建议与帮助对游后行为意向有显著正向影响,同时通过情感性体验价值维度产生间接影响;社交互动会显著正向影响游后行为意向,并通过体验价值四个维度产生间接影响。(3)互动的三个维度对游后行为意向的影响程度不同,直接互动(社交互动)比间接互动(基本礼仪)对游后行为意向的影响更大。针对娱乐型主题公园面临的游客体验不佳,重游率较低的困境,结合以上研究结论,本文提出如下建议:构建多层次服务场景,营造良好服务氛围,促进游客间的直接互动与交流;打造智慧服务平台,通过平台为游客提供线上互动新途径,借助线上渠道树立主题公园品牌形象、改善游客个人形象;精细化管理,构建综合性服务体系,增加游客体验价值,提高游客重游意愿。
[Abstract]:The development and construction of theme parks in China began in the 1990 s. In the past five years, the theme park, which integrates tourism elements and leisure experience, has ushered in a new climax of construction. However, most theme parks have not emerged from the embarrassment of losing money. In the era of experience economy, tourists pay more and more attention to the experience value gained in the process of tourism. For theme parks, improving the experience value of tourists is the key to ensure their sustainable development. In the field of retail service, as an important factor affecting customer experience, the research of interaction has been paid more and more attention by scholars. In the field of tourism, especially in the entertainment theme park, which pays attention to the value of tourists' experience, there are few researches on the interaction between tourists. This study takes the interaction between tourists, the value of tourists' experience and their behavior intention as the research content, and draws the research conclusions through the following steps. First of all, summarize the previous research results, sort out the relevant concepts and theories, on this basis, put forward the theoretical model of this study. Then, based on the characteristics of entertainment theme park, such as strong participation and high frequency of interaction, the specific dimensions of three variables affecting tourist interaction, experience value and post-tour behavior intention are determined, and the relevant assumptions are put forward. Thirdly, according to the model design questionnaire, three typical entertainment theme parks, Shanghai Disney, Hangzhou rotten apple park and Anji Hello Kitty theme park, were selected to obtain the data. Fourth, the statistical analysis of the recovered data is carried out by using SPSS,AMOS and other data analysis tools, and the research hypothesis is further verified. The conclusions of this study are as follows: (1) the interaction between tourists is composed of three dimensions: basic etiquette, suggestion and help and social interaction. The experience value is composed of four dimensions: functional experience value, emotional experience value, cognitive experience value and social experience value. (2) basic etiquette does not have a direct impact on post-tour behavior intention, but it will be through experience value (functional experience value). Emotional experience value and social experience value have indirect influence; Suggestions and help have a significant positive impact on the behavior intention after travel, and have an indirect impact on the value dimension of emotional experience at the same time. Social interaction has a significant positive impact on post-tour behavior intention, and has an indirect impact through the four dimensions of experiential value. (3) the influence of the three dimensions of interaction on post-tour behavior intention is different, and direct interaction (social interaction) has more influence on post-tour behavior intention than indirect interaction (basic etiquette). In view of the predicament faced by entertainment theme park, such as poor tourist experience and low revisit rate, combined with the above research conclusions, this paper puts forward the following suggestions: constructing multi-level service scene, creating good service atmosphere, promoting direct interaction and communication among tourists, creating intelligent service platform, providing tourists with a new way of online interaction through the platform, using online channels to set up theme park brand image and improving tourists' personal image; Fine management, construction of a comprehensive service system, increase the value of tourists experience, improve the willingness of tourists to revisit.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.5
本文编号：2499076
[Abstract]:The development and construction of theme parks in China began in the 1990 s. In the past five years, the theme park, which integrates tourism elements and leisure experience, has ushered in a new climax of construction. However, most theme parks have not emerged from the embarrassment of losing money. In the era of experience economy, tourists pay more and more attention to the experience value gained in the process of tourism. For theme parks, improving the experience value of tourists is the key to ensure their sustainable development. In the field of retail service, as an important factor affecting customer experience, the research of interaction has been paid more and more attention by scholars. In the field of tourism, especially in the entertainment theme park, which pays attention to the value of tourists' experience, there are few researches on the interaction between tourists. This study takes the interaction between tourists, the value of tourists' experience and their behavior intention as the research content, and draws the research conclusions through the following steps. First of all, summarize the previous research results, sort out the relevant concepts and theories, on this basis, put forward the theoretical model of this study. Then, based on the characteristics of entertainment theme park, such as strong participation and high frequency of interaction, the specific dimensions of three variables affecting tourist interaction, experience value and post-tour behavior intention are determined, and the relevant assumptions are put forward. Thirdly, according to the model design questionnaire, three typical entertainment theme parks, Shanghai Disney, Hangzhou rotten apple park and Anji Hello Kitty theme park, were selected to obtain the data. Fourth, the statistical analysis of the recovered data is carried out by using SPSS,AMOS and other data analysis tools, and the research hypothesis is further verified. The conclusions of this study are as follows: (1) the interaction between tourists is composed of three dimensions: basic etiquette, suggestion and help and social interaction. The experience value is composed of four dimensions: functional experience value, emotional experience value, cognitive experience value and social experience value. (2) basic etiquette does not have a direct impact on post-tour behavior intention, but it will be through experience value (functional experience value). Emotional experience value and social experience value have indirect influence; Suggestions and help have a significant positive impact on the behavior intention after travel, and have an indirect impact on the value dimension of emotional experience at the same time. Social interaction has a significant positive impact on post-tour behavior intention, and has an indirect impact through the four dimensions of experiential value. (3) the influence of the three dimensions of interaction on post-tour behavior intention is different, and direct interaction (social interaction) has more influence on post-tour behavior intention than indirect interaction (basic etiquette). In view of the predicament faced by entertainment theme park, such as poor tourist experience and low revisit rate, combined with the above research conclusions, this paper puts forward the following suggestions: constructing multi-level service scene, creating good service atmosphere, promoting direct interaction and communication among tourists, creating intelligent service platform, providing tourists with a new way of online interaction through the platform, using online channels to set up theme park brand image and improving tourists' personal image; Fine management, construction of a comprehensive service system, increase the value of tourists experience, improve the willingness of tourists to revisit.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.5
【引证文献】
相关硕士学位论文 前1条
1 靳彬;定制旅游体验价值影响因素和提升策略[D];太原理工大学;2018年
，本文编号：2499076
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