不同性格的民俗节庆游客涉入程度及涉入前因差异研究

发布时间：2018-01-10 13:34

本文关键词：不同性格的民俗节庆游客涉入程度及涉入前因差异研究　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：涉入程度、涉入前因是消费者行为学研究的一个重要内容，它们直接影响着消费者的购买决策。目前，关于涉入度、涉入前因的研究还主要以实体产品为主，但随着第三产业的发展，近年来已有学者将其引入到休闲产品的研究中。回顾以往文献发现，我国关于旅游涉入度以及涉入前因的研究虽然还处于一个起步阶段，，但已经引起专家学者们的关注。就现有文献来看，目前关于游客涉入度、涉入前因的研究主要呈现两个特点：一是研究对象多是以旅游景区游客为主，很少涉及到民俗节庆游客。因此，适用于旅游景区游客的涉入度及涉入前因的研究成果是否也适用于民俗节庆游客值得探讨；二是关于游客涉入度影响因子的研究普遍集中在产品娱乐性、社交能见度、风险可能性、风险后果以及产品重要性、个人兴趣、产品知识、生活方式等方面，忽略了游客个性特征对涉入度可能存在的影响。基于此，本研究分为两个部分：第一部分验证以往关于对一般消费者或游客涉入前因理论的研究是否同样适用于节庆游客；第二部分尝试着选取了个性特征中非常重要的性格这一因素，探讨性格对节庆游客的涉入程度及涉入前因的影响，进一步发掘并完善影响节庆游客涉入度的因素。本研究通过问卷调查的方式，对参与2012广州乞巧文化节的游客进行抽样调查，运用统计学中的描述性统计、信度分析、因子分析、回归分析等对所得样本进行统计分析，验证影响民俗节庆游客涉入程度的涉入前因，同时，以性格为标准对游客进行分类，探讨不同性格类型的游客节庆涉入度以及涉入前因是否存在差异。研究结果表明：第一，产品娱乐性/重要性、社交能见度、风险可能性/后果、个人兴趣、产品知识与民俗节庆游客涉入程度具有正相关关系；第二，性格对民俗节庆游客涉入程度具有显著影响；第三，性格对游客所掌握的产品知识和个人兴趣具有显著影响；第四，不同性格类别的民俗节庆游客各涉入前因对涉入程度的影响程度不同。
[Abstract]:The degree of involvement and involvement antecedents is an important content of consumer behavior research, which directly affects the consumer's purchase decision. At present, the research on the antecedents of involvement, involvement is the main entity product, but with the development of the third industry in recent years, research has been introduced to the leisure product review. Found that the previous literature, our research about tourism involvement and involvement antecedents while still at a preliminary stage, but has attracted the attention of experts and scholars.
On the existing literature, the research on tourist involvement and involvement antecedents has two major characteristics: one is the object of study is to tourist attractions and tourists, tourists rarely involve folk festivals. Therefore, involvement and involvement of the antecedent research results are applicable to the tourism scenic spot is also suitable for folk festival visitors worth study; two is about the research on Influencing Factors of tourist involvement generally focus on the products of entertainment, social visibility, risk, risk consequence and the importance of products, personal interest, product knowledge, lifestyle and other aspects, ignoring the personality characteristics of tourists involvement influence degree may exist. Based on this, this study is divided into two part: the first part shows past research on the general consumer or tourist involvement antecedents theory is equally applicable to festival visitors; the second part try to choose Taking a very important personality trait as a factor, this paper explores the influence of personality on the involvement of festival visitors and the antecedents, and further explores and improves the factors that influence the involvement of festival visitors.
This research through the questionnaire survey, sampling survey was conducted on 2012 in Guangzhou Qi Qiao festival visitors, descriptive statistics, statistical reliability analysis, factor analysis, regression analysis of the samples for statistical analysis, verify the effect of folk festival tourists' involvement involvement antecedents, at the same time, the character as the standard to classify to explore the different personality types of tourists, tourists involvement and festival involvement antecedents whether there are differences. The results show that: first, the importance of product / entertainment, social visibility, risk / consequences, personal interests, product knowledge and folk festival tourist involvement has a positive correlation; second, the character has a significant impact on the folk festival tourists' involvement; third, has a significant impact on the character of tourist products knowledge and personal interests; fourth, different personality types Other folkloric Festival tourists have different degrees of influence on the degree of involvement.

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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