基于顾客价值理论的旅游地选择意向形成机制研究

doi:10.11821/yj2010070018

摘要/Abstract

摘要：

旅游地选择意向是旅游者行为研究以及旅游市场营销实践关注的重点领域之一,尽管现有研究已经证实旅游者价值对旅游地选择意向确实存在显著影响,但对其形成机制的研究还报导不多。本文构建了一个包括旅游者价值、旅游地形象、服务质量和替代旅游地吸引力等变量在内的旅游地选择意向形成机制概念模型,设计了各变量的测度量表并通过德尔菲法和试调查确定量表,利用量表调查数据通过结构方程模型方法对模型进行实证检验。研究结果表明:旅游者价值、旅游地形象和服务质量对选择意向有显著影响,旅游地服务质量和旅游地形象对旅游者价值具有显著影响,但由于交通条件的显著改善,旅游目的的休闲化以及旅游方式的近郊化和长途化并存,替代旅游地吸引力对旅游地选择意向没有显著影响,这和以往的研究结果不同。

关键词: 旅游地, 选择意向, 顾客价值理论, 形成机制

Abstract:

Tourism destination choosing intention is a key field of tourism behavior research and tourism marketing. Although previous studies confirm that tourist value has a significant impact on tourism destination choosing intention, there has been little research on the dating of the formation mechanism of tourism destination choosing intention. This paper builds a conceptual model to incorporate tourist value, tourism destination image, service quality and abstraction of substitute tourism destination. In order to test this model, the scale of every variable is developed, which was confirmed by DELPHI and primary questionnaire. The model is empirically tested by analyzing the survey data using SEM. The result shows that tourist value, service quality and the image of tourism destination have significant influence on tourist behavior intention, and the service quality and image of tourism destination have significant influence on value of tourists. And abstraction of substitute tourism destination has no significant influence on choosing intention of tourism destination due to the promotion of traffic condition, casualness of tourism purpose and suburbanization and long-distance of tourism way, which is significantly different from the result of previous studies.

Key words: tourism destination, choosing intention, customer value theory, formation mechanism

李华敏. 基于顾客价值理论的旅游地选择意向形成机制研究[J]. 地理研究, 2010, 29(7): 1335-1344.

LI Hua-min. A study on the formation mechanism of tourism destination choosing intention based on the customer value theory[J]. GEOGRAPHICAL RESEARCH, 2010, 29(7): 1335-1344.

参考文献

[1] Fishbein M,Ajzen I Belief. Attitude,Intention and Behavior:An Introduction to Theory and Research.Reading,MA:Addison-Wesley,1975. 12~18.

[2] 施炜.企业战略理论的研究方法.中国软科学,2005,(7):137~140.

[3] 叶志桂.西方顾客价值研究理论综述.北京工商大学学报(社会科学版),2004,19(7):11~15,87.

[4] Oh H.Service quality,customer satisfaction, and customer value:A holistic perspective.Hospitality Management, 1999,18(1):67~82.

[5] Woodruff R B.Customer value:The next source for competitive advantage.Journal of the Academy of Marketing Science,1997,25 (2):139~153.

[6] 汪纯孝,温碧燕,姜彩芬.服务质量、消费价值、旅客满意感与行为意向.南开管理评论,2001,4(6):11~15.

[7] Asli D A,Tasci W C,Gartner W C. Destination image and its functional relationships. Journal of Travel Research,2007,45(4):413~425.

[8] Chen P J, Kerstetter D L. International students' image of rural Pennsylvania as a travel destination. Journal of Travel Research,1999,37(3):256~266.

[9] Chen J S,Hsu C H C. Measurement of Korean tourists' perceived images of overseas destinations. Journal of Travel Research, 2000, 38(4):411~416.

[10] 程兴火.森林生态旅游景区竞争优势研究:基于游客感知价值视角的分析.北京:光明日报出版社,2009. 118~130.

[11] Oliver R L,Rust R T,Varki S.Customer delight:Foundations,findings,and managerial insight.Journal of Retailing,1997,73(3):311~336.

[12] Cronin J J,Brady M K,Hult G T M.Assessing the effects of quality,value,and customer satisfaction on consumer behavioral intentions in service environment.Journal of Retailing,2000,76(2):193~218.

[13] Colgate M R,Danaher PJ.Implementing a customer relationship strategy:The asymmetric impact of poor versus excellent execution.Journal of the Academy of Marketing Science,2000,28(3):375~387.

[14] Woodside A G,Jacobs L W.Step two in benefit segmentation:Learning the benefits realized by major travel markets.Journal of Travel Research,1985,24(1):7~13.

[15] Sinclair M T,Stabler M.The Economics of Tourism.London:Routledge,1997.106~110.

[16] Murphy A,Williams P W.Attracting Japanese tourists into the rural hinterland:Implications for rural development and planning.Tourism Management,1999,20(4):487~499.

[17] 黄燕玲,黄震方.农业旅游地游客感知结构模型与应用:以西南少数民族地区为例.地理研究,2008,27(6):1455~1465.

[18] Bigne J E, Sanchez M I, Sanchez J. Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 2001, 22(6):607~616.

[19] Beerli A,Martin J D.Factors influencing destination image.Annals of Tourism Research,2004,31(3):657~681.

[20] Baloglu S,Brinberg D.Affective images of tourism destinations.Journal of Travel Research,1997,35(4):11~15.

[21] Kent P J.The Role of Place Image in the Holiday Choice Process of Potential Tourists. London: Routledge,1990. 45~47.

[22] Crompton Paul K,John L.Choice set propositions in destination decisions.Annals of Tourism Research,1993,20(3):461~476.

[23] Chen C F,Tsai D C.How destination image and evaluative factors affect behavioral Intentions.Tourism Management,2007,28(4):1115~1122.

[24] 刘睿文,吴殿廷,肖星,等.旅游形象认知的时间顺序对旅游目的地形象认知的影响研究——以银川沙湖与榆林红碱淖为例.经济地理,2006,26(1):145~150.

[25] Zhang Z G,Lee H M. Role of tangible evidence during hotel’s intangible service influence on the customers’ experience of process quality.In: 2006 International Symposium on Hospitality Management and Business Information,Proceedings. 202~210.

[26] González M E A,Comesa a L R,Brea J A F.Assessing tourist behavioral intentions through perceived service quality and customer satisfaction.Journal of Business Research,2007,60(2):153~160.

[27] 王永贵.服务质量、顾客满意与顾客价值的关系剖析——基于电信产业的整合框架.武汉理工大学学报(社会科学版),2002,15(6):579~587.

[28] Boulding W, Kalra A, Staelin A, et al .A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 1993, 30(1): 7~27.

[29] Baker D A, Crompton J L.Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 2000,27(3):785~804.

[30] Gremler D D, Brown S W. Towards a conceptual model of service loyalty. Marketing Theory and Applications, 1994,22(2): 99~113.

[31] Kim M K, Park M C, Jeong D H. The effects of oustomer satisfaction and switching barrier on customer loyalty in korean mbile tlecommunication services.Telecommunications Policy, 2004,28(2): 145~159.

[32] Johnson J T, Barksdale J, Boles J S. The strategic role of the salesperson in reducing customer defection in business relationships. Journal of Personal Selling and Sales Management, 2001, 21(2): 123~144.

[33] Walter A, Muller T A, Helfert G. Functions of industrial supplier relationships and their impact on relationship quality. Industrial Marketing Management, 2003,32(2): 159~169.

[34] Bendapudi N, Berry L L. Customers’ motivations for maintaining relationships with service providers. Journal of Retailing, 1997, 73(1): 15~37.

[35] 史春云,张捷,尤海梅.游客感知视角下的旅游地竞争力结构方程模型.地理研究,2008,27(3):703~714.