“执照效应”对地震灾区旅游促销的影响研究
发布时间：2019-04-23 15:58
【摘要】：本文以KhanDhar(2006)提出的“执照效应”理论为基础,通过实验研究了在游客自主和非自主情况下,善因营销对于游客赴地震灾区旅游意愿的影响。研究发现,在游客完全自主、感知对旅游目的地选择决策控制程度很高的情况下,善因营销对游客最终的旅游目的地选择意愿有正向的影响,与慈善相结合的地震灾区电视广告会暂时提升游客的自我概念,这相当于为游客后续自我放纵、选择奢侈消费提供了一个“执照”,进而提高了他们赴地震灾区旅游意愿。将慈善和地震灾区旅游目的地旅游广告有机结合,使游客在赴地震灾区旅游的同时为地震灾区的灾后重建奉献一份力量,将更加快速有效地帮助受灾地区旅游业的发展和经济恢复。与此同时,由于“郭美美事件”的影响,使得游客对于慈善组织的信任度下降,但游客对于做慈善的意愿没有改变,在地震导向的广告影响下,游客更加倾向于亲身赴地震灾区旅游,为灾区的重建和经济复苏做贡献。“郭美美事件”的出现,看似是对于慈善事业有着负面影响,实则不然,它反而促进了人们对于慈善事业亲力亲为的意愿和行为。对于支持灾区重建有着积极的影响。本文研究结论同样适用于由于其他突发事件造成的受灾地区制定灾后游客吸引营销策略。
[Abstract]:Based on the "license effect" theory proposed by KhanDhar (2006), this paper studies the influence of good cause marketing on tourists' willingness to travel to earthquake-stricken areas under the condition of tourists' autonomy and non-autonomy. The research finds that, when tourists are completely autonomous and have a high degree of perceived control over the decision-making of destination selection, good cause marketing has a positive impact on tourists' final intention to choose a tourist destination. Television ads combined with charity in earthquake-hit areas will temporarily raise the self-concept of tourists, which is tantamount to providing a "license" for tourists to follow up on self-indulgence and choose luxury spending, thereby increasing their willingness to travel to the quake-hit areas. The organic combination of charity and tourism advertising in earthquake-stricken areas will enable tourists to contribute their part to post-disaster reconstruction while traveling to the earthquake-stricken areas. Will be more rapid and effective to help the affected areas tourism development and economic recovery. At the same time, due to the impact of the "Guo Meimei incident", tourists' trust in charitable organizations has decreased, but their willingness to do charity has not changed, under the influence of earthquake-oriented advertising. Tourists tend to travel to the quake-hit areas in person, contributing to reconstruction and economic recovery. The appearance of Guo Meimei incident seems to have a negative impact on charity. In fact, it promotes people's will and behavior for charity. To support the reconstruction of disaster areas has a positive impact. The conclusion of this paper is also applicable to draw up marketing strategies for tourists in disaster-affected areas caused by other emergencies.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
本文编号：2463606
[Abstract]:Based on the "license effect" theory proposed by KhanDhar (2006), this paper studies the influence of good cause marketing on tourists' willingness to travel to earthquake-stricken areas under the condition of tourists' autonomy and non-autonomy. The research finds that, when tourists are completely autonomous and have a high degree of perceived control over the decision-making of destination selection, good cause marketing has a positive impact on tourists' final intention to choose a tourist destination. Television ads combined with charity in earthquake-hit areas will temporarily raise the self-concept of tourists, which is tantamount to providing a "license" for tourists to follow up on self-indulgence and choose luxury spending, thereby increasing their willingness to travel to the quake-hit areas. The organic combination of charity and tourism advertising in earthquake-stricken areas will enable tourists to contribute their part to post-disaster reconstruction while traveling to the earthquake-stricken areas. Will be more rapid and effective to help the affected areas tourism development and economic recovery. At the same time, due to the impact of the "Guo Meimei incident", tourists' trust in charitable organizations has decreased, but their willingness to do charity has not changed, under the influence of earthquake-oriented advertising. Tourists tend to travel to the quake-hit areas in person, contributing to reconstruction and economic recovery. The appearance of Guo Meimei incident seems to have a negative impact on charity. In fact, it promotes people's will and behavior for charity. To support the reconstruction of disaster areas has a positive impact. The conclusion of this paper is also applicable to draw up marketing strategies for tourists in disaster-affected areas caused by other emergencies.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
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