旅游信息来源类型对消费者行为意图的影响

发布时间：2018-11-11 10:01

【摘要】：如何高效利用和改变消费者对信息来源的判别特点,并使其在营销战略设计中发挥作用,是营销人员重点关注的现实命题。通过了解消费者对信息来源类型的利用程度,营销人员可以运用高效方式来设计和影响传播渠道。本研究在实体化旅游信息来源类型的基础上,通过构建量表实测,定量化分析了旅游信息来源类型对消费者行为意图的影响。结果显示:(1)消费者认知对旅游信息来源类型有明确的界定和划分,不同类型的旅游信息来源会呈现规律的聚类现象;(2)人际传播的旅游信息来源对消费者行为意图仍然发挥着独特的影响作用;(3)有效阅读时间是旅游信息来源类型对消费者行为意图产生影响的重要限制因素;(4)电视和休闲媒介类旅游信息传播效果对消费者行为意图影响不大。该结论对旅游营销广告投放及营销渠道选择均具有一定的参照意义;(5)人口结构特征中,职业和月收入差异对旅游信息来源类型选择影响较大;性别、年龄、教育程度及年出游次数对旅游信息来源类型选择影响较小。
[Abstract]:How to efficiently use and change consumers' distinguishing characteristics of information sources and make them play a role in the design of marketing strategy is a realistic proposition that marketers focus on. By understanding the extent to which consumers use information sources, marketers can design and influence communication channels in an efficient way. Based on the classification of tourism information sources, this study quantitatively analyzed the influence of tourism information source types on consumers' behavior intention by constructing a scale. The results show that: (1) consumers' cognition clearly defines and classifies the types of tourism information sources, and different types of tourist information sources show regular clustering phenomenon; (2) tourist information sources of interpersonal communication still play a unique role in influencing consumer behavior intention; (3) effective reading time is an important limiting factor for the type of tourist information source to influence consumer behavior intention; (4) the effect of tourism information dissemination of TV and leisure media has little influence on consumer behavior intention. The conclusion has some referential significance for the marketing advertising and the choice of marketing channel. (5) the difference of occupation and monthly income has a great influence on the choice of source type of tourism information. Sex, age, education level and the number of trips per year had little influence on the choice of tourism information source type.
【作者单位】：北京大学光华管理学院;陕西师范大学旅游与环境学院;
【基金】：国家自然科学基金项目(40901077) 中央高校基本科研业务费专项资金项目(09SZZD06)
【分类号】：F590;F224

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