武夷山景区价格策略对旅游意愿的影响研究

发布时间：2018-10-30 06:15

【摘要】：结合当前武夷山旅游景区价格上涨的背景,基于相关理论回顾和文献分析,采取实证研究的方法,本文分析了武夷山旅游景区市场价格、过去售价、广告促销价格与内心参考价格的关系；并探讨了市场价格、过去售价、内心参考价格、促销价格对旅游意愿是否具有一定的影响。通过上述关系的探讨,明确武夷山旅游景区市场价格、过去售价、促销价格以及内心参考价格和旅游意愿之间的内在关系。研究结果发现:第一,过去售价可以实际应用于旅游产品上。且不论是在团体旅游或半自助旅游产品部分,消费者的内心参考价格确实会受到过去售价和促销价格的影响,但却不会受到市场价格的影响,此结果与过去的研究结论略有差异。第二,武夷山旅游景区过去售价、促销价格、内心参考价格对旅游意愿具有显著的负向影响机制。也就是说,不论是在武夷山旅游景区的团体旅游或半自助旅游产品,消费者体验到的武夷山旅游景区过去售价、促销价格、内心参考价格越高,则消费者的旅游意愿越低。第三,内心参考价格在过去售价、促销价格与旅游意愿之间具有一定的中介效果。实证研究结果表明,武夷山旅游景区的市场价格、过去售价、促销价格以及内心参考价格对旅游意愿除了具有直接影响之外,过去售价与促销价格对旅游意愿还通过内心参考价格产生间接的影响机制,虽然其传导机制不明显,但在营销中也要关注这种传导作用。基于实证结果,结合武夷山旅游景区在价格上涨的背景,要善用促销价格标示方式来提升消费者的旅游意愿。本文的研究成果,在理论上拓展了游客旅游意愿研究的领域,并由此构建景区价格上涨和价格策略与旅游意愿关系的框架模型,在实践上指导了武夷山旅游景区如何设计合理的价格策略,合理运营涨价模型提升游客的旅游意愿,从而促进武夷山旅游景区的健康、持续发展。
[Abstract]:Combined with the background of the price increase of Wuyishan tourist spot, based on the review of relevant theory and literature analysis, this paper analyzes the market price and past price of Wuyishan tourist spot by the method of empirical research. The relationship between advertising promotion price and inner reference price; The paper also discusses whether market price, past price, inner reference price and promotion price have certain influence on tourism intention. Through the discussion of the above relations, this paper clarifies the inner relationship between the market price, the past price, the promotion price, the inner reference price and the tourism intention of Wuyishan scenic spot. The results show that: first, the past price can be applied to tourism products. Whether in group travel or semi-self-help travel products, consumers' inner reference prices are really affected by past prices and promotional prices, but not by market prices. The results are slightly different from previous studies. Secondly, the past selling price, promotion price and inner reference price of Wuyishan tourist scenic spot have significant negative influence mechanism on tourism intention. That is to say, whether it is group tourism or semi-self-help tourism products in Wuyishan scenic spot, the consumers experience the past selling price, promotion price and inner reference price of Wuyishan tourist spot, the lower the consumer's travel desire. Thirdly, the inner reference price has a certain intermediary effect between the past selling price, the promotion price and the travel intention. The empirical results show that the market price, past selling price, promotion price and inner reference price of Wuyishan tourist spot have direct influence on tourism intention. In the past, selling price and promotion price had indirect influence on tourism intention through inner reference price. Although the transmission mechanism was not obvious, we should pay attention to this transmission function in marketing. Based on the empirical results and in combination with the background of price increase in Wuyishan tourist area, it is necessary to make good use of the promotion price indication to enhance consumers' travel intention. The research results of this paper expand the field of tourists' tourism intention in theory, and build a framework model of the relationship between the price increase and the relationship between price strategy and tourism will. In practice, it instructs how to design reasonable price strategy in Wuyishan scenic area, and how to operate the price increase model reasonably to promote tourists' tourist will, thus promoting the healthy and sustainable development of Wuyishan tourist area.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7;F274

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