旅游动机对旅游忠诚的影响研究

发布时间：2018-05-20 01:20

本文选题：推力旅游动机 + 拉力旅游动机　；参考：《华东师范大学》2013年硕士论文

【摘要】：金华地处浙江中部,处于上海、杭州大都市经济技术向西南地区辐射的必经之地,也是宁波、温州沿海开放城市经济发展向内陆腹地推进的过渡地区,地理位置显要。。金华建城已有1700多年历史,是我国著名历史文化名城。金华风景秀丽,名胜古迹众多,峰、洞、瀑、湖一应俱全,是我国江南的游览胜地之一。金华的水资源非常丰富,市域内江河分属钱塘江、瓯江、曹娥江、椒江四大水系；金华物产丰富,是浙江的“第二粮仓”和“水果之乡”。此外,金华气候温和,四秀分明；金华的铁路非常便利,是浙、闽、皖、赣四省的交通要道和重要货物集散地,交通非常便利。总的来看,金华旅游具有非常丰富的自然和人文资源,配套的服务和交通条件也非常便利,旅游优势较为明显。然而,金华的旅游现状却并不乐观,其旅游产业收入远远未达到金华人的期望。金华旅游的问题集中体现在旅客的重游较少,新旅客的开发无论是难度还是成本均较高,如何提高金华旅客的忠诚成为急需解决的问题。通过对有关顾客忠诚的研究进行分析,尚未有直接针对旅游市场的旅客忠诚的研究。结合研究者的工作研究背景,通过对旅游行业工作人员和旅客的交谈,本研究认为旅客的旅游动机对旅客的忠诚可能有重要的影响。研究不同动机对旅游忠诚的影响,确定来金华旅游的旅客其旅游动机如何,并确定不同变量对旅游动机的影响,这些对金华旅游将有非常重要的现实意义。通过对旅游动机的区分,本研究构建了包含推力旅游动机、拉力旅游动机、旅游满意和旅游忠诚的理论模型。并确定了包含旅客旅游经验、旅客的家庭收入和旅客的性别在内的三个背景变量。为了验证本研究理论模型的科学性和正确性,本研究对所提出的假说进行了详细地推导。此外,本研究量表的设计以国内外学者在研究相关变量时所广泛使用的量表为基础,根据中西方在相关领域的差异和预测试的结果对相关量表进行改进,最终形成大规模测试的量表。通过风景名胜、宾馆饭店、餐饮娱乐和旅游购物样本框架下样本进行调查,共收到138份有效问卷。运用和验证性因子分析进行检验表明,本研究量表具有良好的信度与效度,因此可以对量表收集的相关数据进行统计分析。本论文运用多元协方差分析方法验证性别、旅游经验和家庭收入等背景变量对变量评分的影响,研究发现在推力旅游动机、拉力旅游动机、旅游满意和旅游忠诚上,性别、旅游经验和家庭收入等变量的调节效应显著。本研究运用结构方程模型分析方法验证相关假说H1、H2和H3,统计结果显示假说H1、H2和H3全部得到支持。本研究的结论理论上有一定的创新,对企业管理也具有重要的参考意义。本论文的创新之处主要体现在三个方面。一是构建了推力旅游动机和拉力旅游动机对旅游满意和旅游忠诚的理论模型,揭示了不同旅游动机对旅游满意的作用机理。目前尚未有将旅游推力、拉力动机和旅游忠诚联系的研究,本研究构建了二者的理论模型,并实证了二者之间的关系。二是将旅游经验等背景变量纳入研究,既拓展了现有理论的研究范围,又丰富了现有理论的研究内容。研究发现,在不同的背景下,控制其它干扰因素,旅游经验、旅客家庭收入等背景变量对概念的评分有显著的影响,这将引导企业对推力旅游动机、拉力旅游动机、旅游满意和旅游忠诚等重要问题进行深入细致的研究,对指导企业完善相关管理工作的细节有现实意义。三是推力旅游动机、拉力旅游动机、旅游满意和旅游忠诚等量表进行了中国本土化的改进。本研究在借鉴国外文献时,充分考虑到中西方在相关变量上的差异,结合研究者的专业知识,深入企业进行了实地调研,同时还听取了国内学者和企业界人士的意见,对量表进行了改进和完善,通过预测试对相关题项进行了修正,并最终设计了一套既符合中国企业实际,又具有良好信度与效度的量表。本研究的结论对企业管理具有重要的参考意义,这也主要体现在三个方面。第一是,企业需要区分推力和拉力动机。本研究发现,旅客的拉力动机和推力动机在影响旅客对旅游景点的涉入程度、态度偏好继而形成满意度并最终形成旅游忠诚的差异上是显著的。因此企业不仅需要关注来本企业旅游的旅客其拉力推力旅游动机各占有多大的成分,还需要重点关注拉力推力旅游动机在影响旅客忠诚上的这种差异。第二是,企业应该更强调拉力旅游动机。本研究发现,虽然推力旅游动机和拉力旅游动机对旅客的满意和忠诚的影响都是显著的,然而拉力旅游动机对旅游满意和旅游忠诚的影响要大很多。然而,通过对金华旅客的调查发现,目前到金华来旅游的顾客其推力动机要高于拉力动机,这说明金华旅游企业在增加顾客对金华旅游景点的偏好态度上还有很多工作要做。第三是,政府和行业协会需要在唤起旅客拉力旅游动机上做更多的工作。这是因为在拉力动机的四个方面：文化历史资源、自然景色、可及性和经济、社会环境上,单纯依靠企业的个体努力,其效果和效率都必然是非常低的。相反,政府和行业协会在建立旅客对金华旅游的偏好,并进而形成拉力旅游动机上有更多的工作需要做。
[Abstract]:Jinhua is located in the middle of Zhejiang , is in Shanghai , Hangzhou metropolis economic technology to the southwest region radiation , also is Ningbo , Wenzhou coastal open city economic development to inland hinterland advanced transition region , the geographical location shows .

Jinhua has more than 1700 years history , it is the famous historical and cultural city of our country . Jinghua is beautiful , famous and historic , the peak , the cave , the waterfall and the lake are all the time , is one of the tourist attractions in the south of China . The water resources of Jinhua are very rich , the rivers in the city area belong to the four water systems of Qiantang River , Oujiang , Cao ' e River and Jiaojiang River ;
Jinhua is rich in property , it is Zhejiang ' s " second grain bin " and " fruit home " . In addition , the climate of Jinhua is mild , the four - show is clear ;
Jinhua ' s railway is very convenient , it is the traffic main road and important goods gathering place in Zhejiang , Fujian , Anhui and Jiangxi provinces , the traffic is very convenient . In general , Jinhua tourism has very rich natural and human resources , and the supporting services and traffic conditions are also very convenient , and the tourism advantage is obvious .

However , the tourism situation of Jinhua is not optimistic , its tourism industry income is far from the expectation of the Chinese . The problem of Jinhua tourism is reflected in the passenger ' s heavy travel , the development of the new passenger is difficult or the cost is high , and how to improve the loyalty of the Jinhua passenger becomes a problem to be solved urgently .

Through the analysis of the research on customer loyalty , there has been no direct focus on the tourist loyalty of tourist market . In combination with the research background of the researchers , this study concludes that the tourists ' tourist motivation may have an important influence on the loyalty of tourists .

By differentiating the motive of tourism , this paper constructs a theoretical model which includes the motive force of thrust , the motive of pulling force , the satisfaction of tourism and the loyalty of tourism . It also determines three background variables including passenger travel experience , family income of passenger and sex of passenger .

In order to verify the scientific nature and validity of the theoretical model of this study , the hypothesis is derived in detail . In addition , the design of this research scale is based on the scale used by scholars at home and abroad in the study of relevant variables .

There are some innovations in the conclusion of this study , and it has important reference significance for enterprise management .

This paper focuses on three aspects : One is to construct the theoretical model of the tourist ' s satisfaction and the tourist loyalty of the motive force of the thrust and the motive force of the pull - pull , and to reveal the effect of different tourist motives on the tourism satisfaction .

The conclusions of this study have important reference significance for enterprise management , which is mainly embodied in three aspects . First , enterprises need to distinguish thrust and pull motive .
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

【共引文献】