游客体验对城市品牌忠诚影响研究
发布时间：2019-01-26 14:18
【摘要】：旅游业作为绿色无污染的环保产业，在我国发展的可谓日新月异。据国家统计的数据显示，“十一五”时期，国内旅游人数年均增长12%；全国旅游业总收入年均增长15%。与此同时，各地旅游业竞争的日趋白热化，，城市管理者开始关注品牌化建设。然而，在这期间存在的一个主要问题是注重单个旅游景点的品牌建设，没有从整个城市的角度考虑品牌建设，在城市品牌建设的过程中缺乏长远眼光，单纯以不断吸引新的游客为目标。而事实上，如果从终身顾客的角度来考虑，在城市品牌建设的过程中重视忠诚顾客的培养，将给城市带来更大的价值。 本论文提出了游客体验对城市品牌忠诚影响的理论模型。模型主要以董大海等人提出的理论为基础，结合秦皇岛的旅游现状，开发问卷来探讨游客体验对城市品牌忠诚的影响。其中游客体验从感知体验、情感体验、社会体验、体验成本四个维度衡量，城市品牌忠诚则从态度忠诚和行为忠诚两个维度衡量。本论文通过运用实证研究的统计分析方法，以有过秦皇岛旅游经历的游客为研究样本，通过调查取样分析，深入探讨游客体验的各个因素对态度忠诚及行为忠诚的影响程度，同时探讨了游客态度忠诚对行为忠诚的影响大小。 研究结论表明，感知体验仅对态度忠诚有显著影响，对行为忠诚的影响并不显著；情感体验对城市品牌态度忠诚和行为忠诚都有显著影响；社会体验对态度忠诚的影响并不显著；体验成本对态度忠诚有显著影响，对行为忠诚无显著影响，并且态度忠诚对行为忠诚也表现出正向的影响效应。在游客体验的四个因子中，情感体验对态度忠诚的影响最大，社会体验对行为忠诚的影响最大。
[Abstract]:As a green and pollution-free environmental protection industry, tourism is developing rapidly in our country. According to state statistics, during the 11th Five-Year Plan period, the number of domestic tourism increased by 12 percent per year, while the country's total tourism revenue increased by 15 percent a year. At the same time, local tourism competition is becoming more and more intense, city managers begin to pay attention to brand construction. However, one of the main problems during this period is to pay attention to the brand construction of individual tourist attractions, not to consider brand building from the perspective of the whole city, and to lack a long-term vision in the process of urban brand building. The goal is simply to attract new tourists. In fact, if we consider from the point of view of lifelong customers, we should pay more attention to the cultivation of loyal customers in the process of urban brand building, which will bring greater value to the city. This paper presents a theoretical model of the influence of tourist experience on urban brand loyalty. Based on the theory put forward by Dong Dahai and Qinhuangdao, the model developed a questionnaire to explore the influence of tourist experience on urban brand loyalty. Among them, tourist experience is measured from four dimensions: perceived experience, emotional experience, social experience and experience cost, while urban brand loyalty is measured from two dimensions: attitude loyalty and behavior loyalty. By using the statistical analysis method of empirical research, this paper takes the tourists who have experienced Qinhuangdao tourist experience as the research sample, through the investigation sampling analysis, deeply discusses the influence degree of each factor of the tourist experience to the attitude loyalty and the behavior loyalty. At the same time, the influence of attitude loyalty on behavior loyalty is discussed. The results show that the perceived experience only has a significant effect on attitude loyalty, but not on behavior loyalty, and emotional experience has a significant impact on both brand attitude loyalty and behavior loyalty. The influence of social experience on attitude loyalty is not significant; experience cost has significant influence on attitude loyalty, but has no significant effect on behavior loyalty, and attitude loyalty has positive effect on behavior loyalty. Among the four factors of tourist experience, emotional experience has the greatest influence on attitude loyalty and social experience on behavior loyalty.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F224
[Abstract]:As a green and pollution-free environmental protection industry, tourism is developing rapidly in our country. According to state statistics, during the 11th Five-Year Plan period, the number of domestic tourism increased by 12 percent per year, while the country's total tourism revenue increased by 15 percent a year. At the same time, local tourism competition is becoming more and more intense, city managers begin to pay attention to brand construction. However, one of the main problems during this period is to pay attention to the brand construction of individual tourist attractions, not to consider brand building from the perspective of the whole city, and to lack a long-term vision in the process of urban brand building. The goal is simply to attract new tourists. In fact, if we consider from the point of view of lifelong customers, we should pay more attention to the cultivation of loyal customers in the process of urban brand building, which will bring greater value to the city. This paper presents a theoretical model of the influence of tourist experience on urban brand loyalty. Based on the theory put forward by Dong Dahai and Qinhuangdao, the model developed a questionnaire to explore the influence of tourist experience on urban brand loyalty. Among them, tourist experience is measured from four dimensions: perceived experience, emotional experience, social experience and experience cost, while urban brand loyalty is measured from two dimensions: attitude loyalty and behavior loyalty. By using the statistical analysis method of empirical research, this paper takes the tourists who have experienced Qinhuangdao tourist experience as the research sample, through the investigation sampling analysis, deeply discusses the influence degree of each factor of the tourist experience to the attitude loyalty and the behavior loyalty. At the same time, the influence of attitude loyalty on behavior loyalty is discussed. The results show that the perceived experience only has a significant effect on attitude loyalty, but not on behavior loyalty, and emotional experience has a significant impact on both brand attitude loyalty and behavior loyalty. The influence of social experience on attitude loyalty is not significant; experience cost has significant influence on attitude loyalty, but has no significant effect on behavior loyalty, and attitude loyalty has positive effect on behavior loyalty. Among the four factors of tourist experience, emotional experience has the greatest influence on attitude loyalty and social experience on behavior loyalty.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F224
【参考文献】
相关期刊论文 前10条
1 王跃岭;张蕾;;顾客体验视角下的区域水果品牌塑造研究[J];滨州职业学院学报;2009年03期
2 张q
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