基于旅游者感知价值和消费意愿的黑色旅游发展研究

发布时间：2018-06-15 08:36

本文选题：旅游者感知价值 + 消费意愿　；参考：《华南理工大学》2012年硕士论文

【摘要】：随着社会经济的发展，人们的生活质量不断提高，旅游已成为人们日常生活非常重要的一部分。为了满足旅游者的个性化需求，旅游的种类及形式也日益多元化。黑色旅游是近年来国外，尤其是北美地区旅游学术界的热点研究领域，并慢慢发展成为旅游的一种新特色。其实，到与死亡或灾难有关的地方去旅游并非是新近才出现的一种现象，如观看古罗马角斗士的表演、参观奥斯威辛集中营、战争遗址等。然而，在国内受中国传统文化的影响，是否开展及如何开展黑色旅游颇具争议，甚至对“黑色旅游”这个名称都很敏感，以致众多价值较高的黑色旅游资源闲置或被破坏。但我们不能完全否认这种旅游形式，国外黑色旅游的开发及发展给我们带来了很好的启示，相信黑色旅游在我国发展的窘境是可以改变的。本研究选择从旅游者的角度，引入顾客感知价值理论来探讨黑色旅游发展。在回顾前人相关研究的基础上，通过小规模访谈，试图构建旅游者对黑色旅游感知价值的维度及测量量表，然后在广州、南京、成都三地采用问卷调查的形式收集样本，调查分两个阶段完成。将调查样本进行描述性统计方法、探索性因素分析、单因素方差分析、结构方程模型等分析，研究结果发现：一、黑色旅游者感知价值是由社会记忆价值、社会价值、情感价值、感知旅游质量和感知成本等五个维度组成；二、当下人们对黑色旅游的认知还存在一定的偏差，，没有表现较强烈的消费意愿，人口统计特征如学历、收入因素会影响黑色旅游者感知价值的相关维度；三、黑色旅游者感知价值各维度对消费意愿的影响，其中社会记忆价值和社会价值对消费意愿的影响并不显著，情感价值和感知旅游质量对消费意愿产生正向显著影响，感知成本则对消费意愿产生负向显著影响。根据以上研究结果，结合我国黑色旅游现状，本研究提出一些关于黑色旅游发展的建议：一是观念上的因势利导；二是将社会记忆价值转为实际旅游消费；三是提升旅游者情感价值和感知旅游质量；四是降低旅游者感知成本。
[Abstract]:With the development of social economy, people's quality of life has been improved constantly, tourism has become a very important part of people's daily life. In order to meet the individual needs of tourists, the types and forms of tourism are increasingly diversified. Black tourism is a hot research field in tourism academia abroad, especially in North America in recent years, and has gradually developed into a new characteristic of tourism. Actually, traveling to places related to death or disaster is not a recent phenomenon, such as watching the performances of ancient Roman gladiators, visiting Auschwitz concentration camp, war sites, etc. However, under the influence of Chinese traditional culture, whether and how to develop black tourism is controversial, and even sensitive to the name of "black tourism", so that many high value black tourism resources are idle or destroyed. However, we can not deny this form of tourism completely. The development and development of black tourism in foreign countries have brought us very good inspiration. We believe that the dilemma of black tourism development in China can be changed. From the perspective of tourists, this study introduces the theory of customer perceived value to explore the development of black tourism. On the basis of reviewing previous relevant studies, this paper attempts to construct the dimension and measurement scale of tourists' perceived value of black tourism through small-scale interviews, and then collects samples in Guangzhou, Nanjing and Chengdu by means of questionnaires. The investigation was completed in two stages. The investigation samples were analyzed by descriptive statistical method, exploratory factor analysis, univariate ANOVA, structural equation model and so on. The results showed that: first, the perceived value of black tourists is the value of social memory, social value, etc. Emotional value, perceived tourism quality and perceived cost are composed of five dimensions. Second, there are still some deviations in people's cognition of black tourism at present, there is no strong consumer intention, demographic characteristics such as education, Income factors will affect the relevant dimensions of the perceived value of black tourists; third, the impact of the dimensions of the perceived value of black tourists on consumer willingness, in which social memory value and social value has no significant impact on consumption will, Emotional value and perceived tourism quality have a positive and significant impact on consumer willingness, while perceived cost has a negative and significant impact on consumer willingness. According to the above research results, combined with the current situation of black tourism in China, this study put forward some suggestions on the development of black tourism: first, the concept of favorable guidance, second, the value of social memory into the actual tourism consumption; Third, to improve the emotional value of tourists and perceived tourism quality; fourth, to reduce the perceived cost of tourists.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592;F224

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