基于创新扩散理论的微旅游扩散和采用影响因子研究

发布时间：2019-01-09 15:20

【摘要】：摘要：随着中国旅游业的不断发展,国内旅游需求的快速增长,国民休闲意识的觉醒和提升,在政策和市场的推动下,旅游形式不断向休闲化、体验化、多元化转变。2011年,微旅游作为一种新兴的旅游形式正式被提上日程,之后便在业界掀起了一场热潮,以1-2日的温泉游、古镇游、海岛游等为主的大批微旅游产品迅速上线。这些微旅游产品极大的满足了市民,特别是都市白领和学生团体渴望暂时摆脱日常生活,释放压力的需求。根据各方媒体反馈的信息来看,微旅游产品自推出以来,产品预定量就呈直线攀升的趋势。与微旅游市场的火爆不同,我国的微旅游目的地的发展仍然处于落后的状态,微旅游产品的设计还远远无法满足旅游者日益增长的需求,相关的微旅游理论研究也很缺乏。所以,对微旅游基本概念进行研究,找出我国微旅游扩散的影响因子,根据这些因素设计出符合微旅游市场需求的产品是实现微旅游的持续发展亟待解决的问题。本文以罗杰斯的创新扩散理论为基础,对微旅游的扩散过程和微旅游采用的影响因子进行了研究。首先,通过对我国微旅游发展状况的分析,得出了微旅游在我国的扩散符合创新扩散基本特征的结论。其次,根据创新扩散理论和我国微旅游的扩散状况,提出了我国微旅游扩散的影响因子和若干假设命题,构建了微旅游采用的影响因子模型,然后通过实证研究的方法,利用问卷调查和SPSS软件相结合的分析方式,得出各影响因子对微旅游用户采用行为的影响强度。最后,通过总结分析,得出相关的结论。
[Abstract]:Abstract: with the continuous development of China's tourism industry, the rapid growth of domestic tourism demand, the awakening and promotion of the national leisure consciousness, under the promotion of policies and markets, tourism forms are constantly changing to leisure, experiential and diversified. Micro-tourism as a new form of tourism was formally put on the agenda, and then set off an upsurge in the industry, with 1-2 days of hot spring tours, ancient town tours, island tours and so on a large number of micro-tourism products quickly online. These micro-tourism products greatly meet the needs of citizens, especially urban white-collar workers and student groups. According to the media feedback information, since the introduction of micro-tourism products, the number of product bookings has been rising in a straight line. Different from the popularity of micro-tourism market, the development of micro-tourism destination in China is still in a backward state, the design of micro-tourism products is far from meeting the increasing demand of tourists, and the related micro-tourism theory research is also very lacking. Therefore, to study the basic concept of micro-tourism, to find out the influence factors of micro-tourism diffusion in China, and to design products according to the demand of micro-tourism market are the problems to be solved urgently to realize the sustainable development of micro-tourism. Based on Rogers' theory of innovation diffusion, this paper studies the diffusion process of micro-tourism and the influencing factors of micro-tourism adoption. Firstly, by analyzing the development of micro-tourism in China, the conclusion is drawn that the diffusion of micro-tourism in China accords with the basic characteristics of innovation diffusion. Secondly, according to the theory of innovation diffusion and the diffusion situation of micro-tourism in China, this paper puts forward the influence factors and some hypothetical propositions of micro-tourism diffusion in our country, constructs the model of influencing factors used in micro-tourism, and then through the method of empirical research. By using the method of questionnaire survey and SPSS software, the influence of various factors on the microtourism users' adoption behavior was obtained. Finally, through the summary analysis, draws the related conclusion.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592;G206

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