地理研究 ›› 2011, Vol. 30 ›› Issue (4): 735-746.doi: 10.11821/yj2011040015

• 文化与旅游 • 上一篇    下一篇

基于SEM的重大事件国内游客感知价值及行为意向关系研究--2010上海世博会为例

王朝辉, 陆林, 夏巧云   

  1. 安徽师范大学旅游学院,芜湖 241003
  • 收稿日期:2010-12-05 修回日期:2011-02-22 出版日期:2011-04-20 发布日期:2011-04-20
  • 作者简介:王朝辉(1970-),男,安徽阜阳人,副教授,博士生,主要从事旅游者行为、事件旅游、旅游产业经济管理研究。E-mail: huayuan002@126.com
  • 基金资助:

    国家自然科学基金(40771059);安徽高校人文社科重点项目(2010sk117);安徽高校人文社科项目(2009sk093)

Tourists' perception value and behavior intention in mega-events based on structural equation model (SEM): A case study of 2010 Shanghai World Expo

WANG Chao-hui, LU Lin, XIA Qiao-yun   

  1. Tourism College of Anhui Normal University, Wuhu 241003, Anhui, China
  • Received:2010-12-05 Revised:2011-02-22 Online:2011-04-20 Published:2011-04-20

摘要: 基于上海世博会国内游客调研数据分析,构建世界级博览会游客感知价值维度与行为意向、重游意向的结构方程模型,并进行关系验证。研究表明:(1)上海世博会国内游客感知价值包括服务价值、美感价值、效用价值、愉悦价值、感知价格、便利价值六个测量维度。(2)效用价值、服务价值、愉悦价值对游客行为意向有显著的正向影响,而美感价值、感知价格、便利价值对行为意向影响不显著。(3)效用价值、愉悦价值、服务价值、便利价值对游客重游永久世博意向影响显著,而感知价格、美感价值影响不显著。(4)感知价值维度上,效用价值是主导国内游客行为意向与重游永久世博意向的主要因素。构建以游客为中心的感知价值与行为意向关系模型,并进行深入研究,对于重大事件在我国可持续发展具有重要的理论与现实意义。

关键词: 重大事件, 感知价值, 行为意向, 重游意向, 上海世博会

Abstract: Based on the analysis of the survey data of domestic tourists in Shanghai World Expo, the paper constructs a structural equation model for measurement dimensions of tourist perception value, behavior intention and revisit intention in the World Expo, and it further tests and verifies the relationship among them. The study concludes that, firstly, tourists' perception value in World Expo includes six measurement dimensions: service value, aesthetic value, utility value, joviality value, perception of price and convenience value. Secondly, tourists' behavior intention has a positive correlation with utility value, service value, and joviality value in measurement dimensions of perception value, but the effects of aesthetic value, perception of price and convenience value on behavior intention are not apparent. Thirdly, tourists' revisit intention of permanent Expo has a positive correlation with utility value, service value, joviality value and convenience value in measurement dimensions of perception value, but the effects of aesthetic value and perception of price on revisit intention are not apparent. Fourthly, in the dimension of tourists' perception value, the utility value is the key element which dominates tourists' intention and revisit intention of permanent Expo. Constructing a structural equation model of tourists' perception value and behavior intention and making a deep study on it will be of great theoretical and practical significance to the sustainable development of international mega-event tourism in China.

Key words: mega-events, perception value, behavior intention, revisit intention, Shanghai World Expo