摘要
目前,几乎所有的省级行政区都将旅游业列为支柱产业或主导产业,并将吸引旅游者,提升旅游者到访率作为谋求目的地竞争力和旅游可持续发展的主要战略。目的地游览的旅游者包括初游者和重游者,两者共同决定每年的到访人数,每个国家将衡量两者的比率代表了目的地的生命周期(Oppermann,1998)。尤其对于提高重游者的人数成为目的地建设及其旅游发展战略的重要目标。
本文在回顾国内外最新的重游决策意向和重游决策行为的理论基础之上,综合评述了目的地形象、旅游者动机和旅游者决策行为的国内外研究现状及其发展趋势,提出了创新的研究思路和研究框架,即结合Kozak(2001)空间重游决策模型和Jang&Feng (2007)创建的TDRI时间范围重游决策模型,以重游决策意向的目的地形象的主要决定因素作为重要的研究对象,并充分考虑市场异质性对旅游者决策行为的影响,同时加入个人统计特征及旅游组织形式的背景变量,研究旅游者时空重游决策意向。
实证研究分为近程市场(上海地区的居民对杭州形象的感知,500km以内)及远程市场(上海地区居民对北京形象的感知,500km以外)。研究包括三个方面：其一,目的地形象的三个层面的剖析,包括目的地认知形象(cognitive image),目的地情感形象(affective image)以及目的地与众不同的形象(unique image),采用SPSS16.0和LISREL8.7对量表进行信度和效度的检验；其二,根据不同“探新求奇”程度进行聚类分析,将研究对象分为“放松身心型”、“寻觅猎趣型”和“思索沉默型”；最后,根据不同类型旅游者对目的地形象的感知,进行时空重游决策意向影响因素的路径分析。
通过比较时间范畴的频繁重游者、持续重游者和延期重游者以及空间范围决策意向的影响因素,本文对影响近程市场和远程市场的目的地形象和背景变量进行分析总结。研究结果揭示时空重游决策意向的目的地形象感知属性具有一定的差异。基于此,提出目的地营销战略的建议：目的地塑造具有文化内涵的与众不同的形象是提高重游频次的关键,目的地具有独特的专项设施与服务的形象组合是旅游者重游的空间诉求以及旅游者特征与营销决策的耦合是促使时空重游意向提升的契机。最后本文概括总结了论文存在的局限性以及今后进一步研究的思路。
Currently, almost all provincial-level administrative region see tourism industry as a pillar industry or leading industries.Therefore,it is the most important that sustainable development strategy is to seek destination competitiveness according to enhance tourists visiting rate.The first visits and revisits are included in the destination of tourists and tour.Oppermann(1998)asserted that each country represents a measure of the ratio between the destination lifecycle. Especially, for mature destination, the great significance goal of improving the number of revisits became the the destination building its tourism development strategy.
This paper reviews the theory of decision-making behavior and the latest decision intentions of revisit at domestic and abroad. In the light of Kozak'Space to revisit decision model(2001)and Jang&FengTDRI model(Temporal destination revisit intention,2007),Proposed a new framework.The main determinants decision intentions to revisit is destination image as an important object of study. Market heterogeneity fully consider the impact of the tourists decision-making behavior.Furthermore,add a personal statistical characteristics and tourism organizations in the form of background variables,and to explore the impact of the time and space revisit decision intentions.
The empirical study is divided into short-range market(The Shanghai area residents have the perception of Hangzhou image, Within500kilometers)and Remote market(The Shanghai area residents have the perception of Beijing image,500kilometers away). Three parts of research problems included:Firstly, analysis the destination image,consisiting of cognitive image, affective image and unique image. Adopt SPSS16.0and LISREL8.7test the scales'reliability and validity; Secondly, Discuss the difference of three type of tourists including "Relax type"、"Hunting interest type"and"Silence thinking type"according to"novelty seeking"; Lastly,carry out the path analyse between the perception about destination image and time and space revisiting decisions intention.
The results promulgate destination shaping unique image is the key to improveto revisit frequency.Frequent repeaters, continuous repeater and deferred repeaters have the distinguish revisit intention of influencing factors of decision-making and space areas to revisit destination choice. The place has the tourism special facilities and services should be developed space demands repeat Tourists. Personalized marketing decision to procure the necessary time and space to re-visit the intention to enhance protection. Finally, This paper presents the marketing decision-making proposals and the limitations of the paper as well as further research directions.
引文
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