旅游目的地忠诚度再思考

发布时间：2018-03-21 04:12

  本文选题：目的地忠诚　切入点：推荐意愿　出处：《东北财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的发展,人们对生活品质越来越关注,精神消费不断增加,旅游逐渐成为生活的重要组成部分。另一方面,各地区旅游强省、旅游强市目标的相继提出,以及旅游业作为国家支柱产业地位的确定,使旅游业的发展获得了坚实的政策支持,旅游业迎来前所未有的发展契机。对于旅游目的地而言,一方面这意味着强大的市场需求；另一方面,也意味着巨大的市场竞争压力。因此,如何在激烈的市场竞争中赢得游客的亲睐,抢占市场份额,是各大目的地必须思考的一个问题。 与此同时,考虑到忠诚游客所带来的直接经济效益以及强大的口碑传播效应,多数目的地已将忠诚游客作为一个重要的细分市场进行维护。然而,从研究现状来看,影响游客目的地忠诚的因素都有哪些,如何培育忠诚游客；目的地满意度与忠诚的关系究竟是怎样的,这些问题还存在争议,有待进一步讨论。 区别于以往目的地忠诚度影响因素研究,文章从忠诚度操作定义出发,将游客目的地忠诚分为态度忠诚与行为忠诚两大部分,其中态度忠诚选取推荐意愿、情感喜爱、重游意愿三大标准衡量,行为忠诚主要涉及游客实际重游行为。文章采用质性访谈,重点探讨游客目的地推荐意愿与情感喜爱的影响因素,更为深入的了解目的地忠诚,弥补以往定量研究的不足。另外,文章还将目的地满意与忠诚度的关系作为一个讨论点,希望通过现象分析,来阐释两者之间的关系。 文章的总体安排如下：第一部分主要介绍文章的研究背景、研究意义以及研究框架；第二部分主要是对国内外目的地忠诚度的研究现状进行分析,主要分为四大块,并总结归纳了满意度与忠诚度之间的关系；同时介绍了论文章研究的相关理论；第三部分主要是研究设计部分,包括研究对象的确定,研究方法的选取,资料收集与整理；第四、第五部分是文章的主体,其中第四部分主要分析游客目的地推荐意愿、情感喜爱、重游意愿、重游行为的不同影响因素；第五部分主要是对目的地态度忠诚、行为忠诚及满意度之间的关系进行分析；第六部分主要是研究结论、研究局限及展望。 通过对15个旅游经历较丰富游客的访谈,文章发现,影响游客目的地推荐的因素主要与目的地相关,包括：1、目的地景观与文化；2、目的地旅游基础设施；3、目的地公共环境；4、旅游费用。影响游客目的地情感忠诚的因素则包括目的地原因与游客个人因素两个方面,具体为：1、景观或文化表现及个人偏好2、游客对目的地景观或文化的“建构”；3、游客目的地公共环境感知；4、旅游地对游客的特殊意义；5、游客在目的地发生的故事。重游意愿通常是建立在游客推荐意愿与情感忠诚的基础上,并受到游客旅游动机及前次旅行经历的影响。在游客态度忠诚向行为忠诚跨越的阶段,主要受到来自经济条件、交通、时间、游伴等外在因素的影响。 另外,研究发现,游客目的地推荐意愿与情感忠诚之间的关系并不是很稳定,对于一些游客而言,即使不愿意推荐目的地,但还是可能对目的存在情感忠诚；情感忠诚与重游意愿之间的关系要比推荐意愿与重游意愿之间的关系更为稳定。在目的地满意度与忠诚度关系方面,研究发现,游客对目的地满意与否与情感忠诚与否更为接近,但与推荐意愿的吻合度却相对更小。文章认为,情感态度更能够预测游客目的满意与否；游客目的地满意度不仅有认知层面的意义,更表达了游客对某一旅游地的情感状态,从认知——情感角度来理解目的地满意度将会更加合适。另一方面,研究发现游客推荐意愿与游客对目的地满意之间关系较弱；而即便是游客对目的地愿意推荐而且非常喜欢,满意度较高,但重游意愿依旧会受到游客寻求新奇动机的严重干扰,呈现高满意度低重游意愿的状况。 文章的主要创新点在于,首先在研究方法上,使用质性访谈对游客目的忠诚的影响因素进行深入的探讨分析,对游客目的地忠诚有更为深入的了解；其次,文章证实了目的地推荐意愿与情感忠诚的不同,两者之间的关系并不是很稳定,游客个人因素对目的地情感忠诚影响强烈,甚至超过目的地因素。 文章的研究缺陷主要在于,首先访谈对象差异性不够,致使研究结论存在一定的局限性；其次,文章只是对目的地忠诚四个方面的影响因素进行了定性分析,缺乏进一步的实证研究。在未来,一方面,可以循着文章的轨迹,对文章进一步做实证定量分析,更加深入的讨论目的地忠诚的影响因素。另一方面,也可以通过拓展研究,进一步探讨想象对于游客目的地景观审美的影响,或者研究故事对于游客体验质量的影响。
[Abstract]:With the development of China's economy, more and more people pay attention to the quality of life, the spirit of rising consumption, tourism has gradually become an important part of life. On the other hand, strong tourism regions, tourism targets have been put forward, and the tourism industry as the national pillar industry status, the development of the tourist industry to obtain a solid policy support, the tourism industry usher in development opportunities. The hitherto unknown destination, on the one hand it means a strong market demand; on the other hand, also means that the pressure of the market competition. Therefore, how to win the favor of tourists in the fierce market competition, seize market share, is a questions should be considered major destinations.
At the same time, taking into account the direct economic benefits brought by tourists loyalty and word-of-mouth effect strong, most destinations have loyal tourists as an important segment of the market for maintenance. However, from the current situation of research, what are the factors of tourist destination loyalty, how to cultivate the loyalty of tourists; whether the relationship between destination satisfaction and loyalty is what, there are still controversial these problems need to be further discussed.
Different from the previous research on Influence Factors of destination loyalty, loyalty from the operational definition, the tourist destination loyalty is divided into two parts of attitude loyalty and behavior loyalty and attitude loyalty among the selected recommendation intention, emotional love, measure the willingness to revisit the three standards, is mainly related to the actual behavior of loyalty tourists revisit. This paper uses the qualitative interview and focuses on the influence factors of tourists' willingness to recommend and emotional love, more in-depth understanding of destination loyalty, to make up for past deficiencies in quantitative research. In addition, the relationship between satisfaction and loyalty to destination as a point of discussion, hope that through the analysis of the phenomenon, to explain the relationship between the two.
The overall arrangement of the article is as follows: the first part mainly introduces the research background, research significance and research framework; the second part is to study the present situation of the domestic and foreign destination loyalty analysis, mainly divided into four parts, and summarizes the relationship between satisfaction and loyalty; and introduces the related theory of the research; the third part is the research design, including the determination of the research object, the selection of the research method, data collection and collation; fourth, the fifth part is the main body of the article, the fourth part mainly analyze the tourist destination, emotional love, revisit the different factors to revisit behavior; the fifth part is mainly devoted to objective to analyze the relationship between attitude and behavior loyalty and satisfaction; the sixth part is the conclusion of the study, research limitations and prospects.
The 15 tour experience rich tourists interview, the paper finds that the influencing factors of tourist destination mainly recommended and destination, including: 1, to 2, landscape and culture; tourism destination infrastructure; 3, to public environment; 4, travel expenses. Influencing factors of tourist destination emotional loyalty includes two aspects, objective reasons and personal factors specific to visitors: 1, landscape or cultural expression and personal preference of 2, visitors to the destination or the construction of "cultural landscape"; 3, the public environmental perception of tourist destination; 4, the tourism special significance for tourists; 5. Tourists in the destination. The story is usually based on the revisit intention and recommendation intention of tourists on emotional loyalty, and influenced by the tourist motivation and travel experience. The previous stage to the behavior in the tourist attitude loyalty across the main subject From the economic conditions, traffic, time, companion factors.
In addition, the study found that the recommended tourist destination and the relationship between intention and emotional loyalty is not very stable, for some tourists, even if not willing to recommend the destination, but may for the purpose of emotional loyalty; the relationship between emotional loyalty and willingness to return to is more stable than the relationship between the recommendation intention and willingness to revisit. The study found that in the destination relationship between satisfaction and loyalty, and visitors to the destination satisfaction and emotional loyalty or not closer, but fit and willingness to recommend is relatively smaller. The article thinks that the emotionmanner can predict tourists' satisfaction; tourist destination satisfaction not only has the significance of cognitive level more tourists, expression of a tourist's emotional state, emotion from the cognitive perspective to understand the destination satisfaction will be more appropriate. On the other hand, the study found the tourists The weak relationship between willingness to recommend and visitors to destination satisfaction; and even visitors to the destination would recommend and very high satisfaction, love, serious interference but will still have to revisit tourists to seek new motivation, showing high satisfaction low willingness to revisit the situation.
鏂囩珷鐨勪富瑕佸垱鏂扮偣鍦ㄤ簬,棣栧厛鍦ㄧ爺绌舵柟娉曚笂,浣跨敤璐ㄦ，

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