基于游客感知价值的森林生态旅游景区竞争优势研究
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摘要
与服务质量和满意度相比,产品的感知价值作为一个新的概念越来越引起学术与实践界的注意。尽管已经有许多学者对感知价值的构成及其对顾客再消费意愿的影响进行了探讨,但是关于顾客价值仍有许多值得深入研究的问题。本研究致力于探察森林生态旅游景区游客的感知价值,以进一步丰富顾客价值理论。
本文的主要研究目的有三:(1)开发出森林生态旅游景区游客感知价值量表:(2)在阐明游客行为意向与竞争优势之间的关系的基础上,通过构建结构方程模型,实证检验森林生态旅游景区游客感知价值中的感知利益与感知成本因子与游客总体感知价值、游客总体满意度、游客行为意向之间的关系;(3)采用顾客价值分析方法,对森林生态旅游景区游客感知价值进行总体评价,使景区管理者清楚地了解自己及竞争对手的市场定位,并对这些景区的竞争关系和竞争强度进行分析,从而有效的制定顾客价值战略,为游客创造更大的价值。这三方面的研究,分别在文章中的第三、四和五章进行了详细分析,现简述如下:
第三章,在综述Gale;Parasuraman,Zeithaml和Berry;Sweeney和Soutar等学者对顾客价值和服务质量量表开发的基础上,提出了森林生态旅游景区游客感知价值量表的开发程序与方法;结合焦点小组访谈,设计了森林生态旅游景区游客感知价值的问卷,通过两阶段预调查,得到了精简提纯的森林生态旅游景区游客感知价值测量项目。然后通过数据收集、数据分析和验证性因子分析,开发出了森林生态旅游景区游客感知价值量表FECOSAVAL。研究结果表明,包括服务价值、功能价值、特色价值、品牌价值、教育价值、情感价值、感知成本和环境价值的八维度模型最为稳定,具有较好的聚合效度和辨别效度。
第四章,在阐明游客行为意向与竞争优势之间关系的基础上,构建并检验了森林生态旅游景区游客感知利益、感知成本因子对游客行为意向的作用机制模型。实证分析结果表明:(1)游客感知成本对感知利益的关系呈显著负相关,表明当游客感知的成本越高时,游客感知利益就越低;(2)森林生态旅游景区游客感知利益对其行为意向具有重要的正向影响作用,感知成本对其行为意向具有重要的负向影响作用,但感知利益和感知成本对游客行为意向的作用需要一个心理作用过程,即:感知利益和感知成本通过游客总体感知价值和总体满意度的综合作用影响游客行为意向,感知利益与感知成本对行为意向的直接作用并不显著,游客总体感知价值和总体满意度完全中介感知利益和感知成本对行为意向的作用;(3)游客感知成本、感知利益、总体感知价值与总体满意度四者对游客行为意向总的影响效果,从大到小排列依次为:游客总体满意度、感知利益、总体感和价值和感知成本;(4)本研究为游客总体感知价值是游客总体满意度的前因提供了实证支持,即:森林生态旅游景区游客感知利益和感知成本,通过游客总体感知价值影响游客总体满意度,进而影响游客行为意向;(5)具有不同人口统计学特征和旅游特性的游客对生态旅游景区感知价值的八大维度的方差分析表明,除了性别外,年龄、受教育程度、月收入、家庭结构、职业、旅游同伴个数、到此旅游的次数、停留时间和旅游花费等特征,都在八大维度中的某些维度上存在差异。
第五章,在以上研究的基础上,采用顾客价值分析方法,对2006年浙江省7个森林生态旅游景区的竞争优势进行了实证分析。研究结果显示,浙江省森林生态旅游行业的竞争是在“物超所值”的层面上进行的竞争,景区间的竞争程度比较激烈:以所调查的7个景区的平均值为参考基准,森林生态旅游行业存在着“优势”、“平均”和“劣势”3种类型;要想获得竞争优势,景区只在其中一个方面领先是不够的:从竞争关系的角度来看,森林生态旅游行业存在着3个竞争阵营,相同阵营里进行的竞争更加剧烈。
目前国内关于游客感知价值的研究才刚刚起步,本文的研究在某种程度上具有一定的理论与实践价值,但是,由于本文的实证研究只限于浙江省的七个国家森林公园,样本选择的局限性使得研究结果难以类推至不同类型的生态旅游服务,研究结论的可靠性和普适性还有待检验。未来的研究可以扩大结构方程模型的应用范围,进一步检验该模型中结构变量之间的关系,还可以在结构方程模型中加入一些新的变量,如替代品吸引力、交易价值等,以进一步优化模型,深入考察游客行为意向的形成机理等问题。
Compared to service quality and satisfaction, a new concept, perceived value , is getting more and more attention from academicians and practitioners. Although many scholars studied the constitutes of perceived value and it's influence to recomsumption will of customers, there are still many worth discussing about perceived value. The article probes into perceived value of tourist in the forest ecotourism scenery,in order to enrich customer value theory futher.
The aims of the study are mostly three aspects, as followed, (1)designing a perceived value table of tourist in the forest ecotourism scenery; (2)based on illuminating the relation between tourist behavior intent and competition advantage, verifying the relations of perceived benefit, perceived cost, tourist collectivity perceived value, tourist satisfaction and tourist behavior intent through composing frame equation model; (3)through the methods of customer value analysis, making an overall estimation of tourist perceived value in forest ecotourism scenery, making a clear knowledge of the market orientation of own side and antagonist, and analyzing competition relation and competition intensity of the scenery, thus effectively establishing customers value stratagem so that the tourists can get more value. All the three aspects are analyzed in detail in Chapter 3 ,Chapter 4 and Chapter 5 of the article.
Developing process and methods of FECOSAVAL are brought forward in Chapter 3 summarizing the studies on customers value and service quality of some scholars, such as Gail; Parasuraman, Zeithaml & Zeithaml;Sweeney & Soutar. Firstly, questionnaire about FECOSAVAL is designed according to some interviews discussion with focus group. Secondly, simplified survey items about FECOSAV are available through two steps preinvestigation. Lastly, through collecting data, analyzing data and analyzing validating factors, the author developed FECOSAVAL. The study indicates that 8 dimensionality model including service value, function value, feature value, brand value, education value, emotions value, perceived cost and environment value, is stablest and has better gather effect and discerner effect.
Mechanism model about tourist perceived value and perceived cost action to tourist behavior intention is composed and verified based on the analysis of the relation between tourists behavior intent and competition advantage clarified in Chapter 4. Demonstration results indicate: (l)the relationship between tourist perceived cost and perceived benefit is negative correlation, which means when tourist perceived cost become bigger, perceived benefit will become smaller;(2) Perceived benefit positively affected behavior intention, while perceived cost negatively affect behavior intention. But there is a psychological process during action of perceived benefit and perceived cost to tourist behavior intention. That is, through synthetic action of tourist overall perceived value and overall satisfaction, perceived benefit and perceived cost affect tourist behavior intention, but the direct action is not remarkable, and tourist overall perceived value and overall satisfaction are completely mediator variables. (3)the overall effect degree of tourist perceived cost, perceived benefit, overall perceived value and tourist satisfactory to tourist behavior intention are, from big to small, tourist satisfactory degree, perceived benefit, tourist overall perceived value and perceived cost. (4)the study demonstrates that tourist overall perceived benefit is an antecedent variable of tourist overall satisfaction. It means through tourist overall perceived benefit affects the tourist overall satisfaction, furthermore affects tourist behavior intention. (5)variance analysis of all kinds of tourist to 8 dimensions of ecotourism scenery perceived value indicate some characteristics of tourist such as sex, age, education degree, income, family construction, occupation, accompanier's quantity, times to the scenery, settling time, and tour cost, cause some differences in some dimensions out of 8 dimentions.
On the basis of former study, in customers' value analysis method, the author demonstratively analyzes competition advantages of 7 forest ecotourism sceneries in Zhejiang province in 2006. The results show that the competition mentioned above is a competition at a level of "perceived benefits exceeding perceived costs", in which the competition between forest ecotourism sceneries is very violent; and that ,when 7 sceneries' average is taken as reference frame, there exist three patterns in forest ecotourism scenic areas, namely, "advantage", "average" and "disadvantage"; that, to obtain competitive advantages, it is not enough for an ecotourism scenery to be in the lead in only one aspect; and that, viewed from the competitive relations, the scenery trade has three competition camps and most sceneries vie fiercely with each other in the same camp.
Study on tourist perceived value just appears at home, so the research in the article is exploring, and the author only gave a demonstration on the basis of 7 national forest parks in Zhejiang province. The samples are limited, so the conclusion can't be popularized to ecotourism service of variant types, and its reliability and generality of conclusion need verification. Application scope of structural equation model can be widen in the future' study, and relationship of structural variables in the above model needs further checking; for optimizing the model, researchers can add some new variables such as substitute attraction, exchange value to it, thus they can deeply apperceive formative mechanism of tourist behavior intention.
本文的主要研究目的有三:(1)开发出森林生态旅游景区游客感知价值量表:(2)在阐明游客行为意向与竞争优势之间的关系的基础上,通过构建结构方程模型,实证检验森林生态旅游景区游客感知价值中的感知利益与感知成本因子与游客总体感知价值、游客总体满意度、游客行为意向之间的关系;(3)采用顾客价值分析方法,对森林生态旅游景区游客感知价值进行总体评价,使景区管理者清楚地了解自己及竞争对手的市场定位,并对这些景区的竞争关系和竞争强度进行分析,从而有效的制定顾客价值战略,为游客创造更大的价值。这三方面的研究,分别在文章中的第三、四和五章进行了详细分析,现简述如下:
第三章,在综述Gale;Parasuraman,Zeithaml和Berry;Sweeney和Soutar等学者对顾客价值和服务质量量表开发的基础上,提出了森林生态旅游景区游客感知价值量表的开发程序与方法;结合焦点小组访谈,设计了森林生态旅游景区游客感知价值的问卷,通过两阶段预调查,得到了精简提纯的森林生态旅游景区游客感知价值测量项目。然后通过数据收集、数据分析和验证性因子分析,开发出了森林生态旅游景区游客感知价值量表FECOSAVAL。研究结果表明,包括服务价值、功能价值、特色价值、品牌价值、教育价值、情感价值、感知成本和环境价值的八维度模型最为稳定,具有较好的聚合效度和辨别效度。
第四章,在阐明游客行为意向与竞争优势之间关系的基础上,构建并检验了森林生态旅游景区游客感知利益、感知成本因子对游客行为意向的作用机制模型。实证分析结果表明:(1)游客感知成本对感知利益的关系呈显著负相关,表明当游客感知的成本越高时,游客感知利益就越低;(2)森林生态旅游景区游客感知利益对其行为意向具有重要的正向影响作用,感知成本对其行为意向具有重要的负向影响作用,但感知利益和感知成本对游客行为意向的作用需要一个心理作用过程,即:感知利益和感知成本通过游客总体感知价值和总体满意度的综合作用影响游客行为意向,感知利益与感知成本对行为意向的直接作用并不显著,游客总体感知价值和总体满意度完全中介感知利益和感知成本对行为意向的作用;(3)游客感知成本、感知利益、总体感知价值与总体满意度四者对游客行为意向总的影响效果,从大到小排列依次为:游客总体满意度、感知利益、总体感和价值和感知成本;(4)本研究为游客总体感知价值是游客总体满意度的前因提供了实证支持,即:森林生态旅游景区游客感知利益和感知成本,通过游客总体感知价值影响游客总体满意度,进而影响游客行为意向;(5)具有不同人口统计学特征和旅游特性的游客对生态旅游景区感知价值的八大维度的方差分析表明,除了性别外,年龄、受教育程度、月收入、家庭结构、职业、旅游同伴个数、到此旅游的次数、停留时间和旅游花费等特征,都在八大维度中的某些维度上存在差异。
第五章,在以上研究的基础上,采用顾客价值分析方法,对2006年浙江省7个森林生态旅游景区的竞争优势进行了实证分析。研究结果显示,浙江省森林生态旅游行业的竞争是在“物超所值”的层面上进行的竞争,景区间的竞争程度比较激烈:以所调查的7个景区的平均值为参考基准,森林生态旅游行业存在着“优势”、“平均”和“劣势”3种类型;要想获得竞争优势,景区只在其中一个方面领先是不够的:从竞争关系的角度来看,森林生态旅游行业存在着3个竞争阵营,相同阵营里进行的竞争更加剧烈。
目前国内关于游客感知价值的研究才刚刚起步,本文的研究在某种程度上具有一定的理论与实践价值,但是,由于本文的实证研究只限于浙江省的七个国家森林公园,样本选择的局限性使得研究结果难以类推至不同类型的生态旅游服务,研究结论的可靠性和普适性还有待检验。未来的研究可以扩大结构方程模型的应用范围,进一步检验该模型中结构变量之间的关系,还可以在结构方程模型中加入一些新的变量,如替代品吸引力、交易价值等,以进一步优化模型,深入考察游客行为意向的形成机理等问题。
Compared to service quality and satisfaction, a new concept, perceived value , is getting more and more attention from academicians and practitioners. Although many scholars studied the constitutes of perceived value and it's influence to recomsumption will of customers, there are still many worth discussing about perceived value. The article probes into perceived value of tourist in the forest ecotourism scenery,in order to enrich customer value theory futher.
The aims of the study are mostly three aspects, as followed, (1)designing a perceived value table of tourist in the forest ecotourism scenery; (2)based on illuminating the relation between tourist behavior intent and competition advantage, verifying the relations of perceived benefit, perceived cost, tourist collectivity perceived value, tourist satisfaction and tourist behavior intent through composing frame equation model; (3)through the methods of customer value analysis, making an overall estimation of tourist perceived value in forest ecotourism scenery, making a clear knowledge of the market orientation of own side and antagonist, and analyzing competition relation and competition intensity of the scenery, thus effectively establishing customers value stratagem so that the tourists can get more value. All the three aspects are analyzed in detail in Chapter 3 ,Chapter 4 and Chapter 5 of the article.
Developing process and methods of FECOSAVAL are brought forward in Chapter 3 summarizing the studies on customers value and service quality of some scholars, such as Gail; Parasuraman, Zeithaml & Zeithaml;Sweeney & Soutar. Firstly, questionnaire about FECOSAVAL is designed according to some interviews discussion with focus group. Secondly, simplified survey items about FECOSAV are available through two steps preinvestigation. Lastly, through collecting data, analyzing data and analyzing validating factors, the author developed FECOSAVAL. The study indicates that 8 dimensionality model including service value, function value, feature value, brand value, education value, emotions value, perceived cost and environment value, is stablest and has better gather effect and discerner effect.
Mechanism model about tourist perceived value and perceived cost action to tourist behavior intention is composed and verified based on the analysis of the relation between tourists behavior intent and competition advantage clarified in Chapter 4. Demonstration results indicate: (l)the relationship between tourist perceived cost and perceived benefit is negative correlation, which means when tourist perceived cost become bigger, perceived benefit will become smaller;(2) Perceived benefit positively affected behavior intention, while perceived cost negatively affect behavior intention. But there is a psychological process during action of perceived benefit and perceived cost to tourist behavior intention. That is, through synthetic action of tourist overall perceived value and overall satisfaction, perceived benefit and perceived cost affect tourist behavior intention, but the direct action is not remarkable, and tourist overall perceived value and overall satisfaction are completely mediator variables. (3)the overall effect degree of tourist perceived cost, perceived benefit, overall perceived value and tourist satisfactory to tourist behavior intention are, from big to small, tourist satisfactory degree, perceived benefit, tourist overall perceived value and perceived cost. (4)the study demonstrates that tourist overall perceived benefit is an antecedent variable of tourist overall satisfaction. It means through tourist overall perceived benefit affects the tourist overall satisfaction, furthermore affects tourist behavior intention. (5)variance analysis of all kinds of tourist to 8 dimensions of ecotourism scenery perceived value indicate some characteristics of tourist such as sex, age, education degree, income, family construction, occupation, accompanier's quantity, times to the scenery, settling time, and tour cost, cause some differences in some dimensions out of 8 dimentions.
On the basis of former study, in customers' value analysis method, the author demonstratively analyzes competition advantages of 7 forest ecotourism sceneries in Zhejiang province in 2006. The results show that the competition mentioned above is a competition at a level of "perceived benefits exceeding perceived costs", in which the competition between forest ecotourism sceneries is very violent; and that ,when 7 sceneries' average is taken as reference frame, there exist three patterns in forest ecotourism scenic areas, namely, "advantage", "average" and "disadvantage"; that, to obtain competitive advantages, it is not enough for an ecotourism scenery to be in the lead in only one aspect; and that, viewed from the competitive relations, the scenery trade has three competition camps and most sceneries vie fiercely with each other in the same camp.
Study on tourist perceived value just appears at home, so the research in the article is exploring, and the author only gave a demonstration on the basis of 7 national forest parks in Zhejiang province. The samples are limited, so the conclusion can't be popularized to ecotourism service of variant types, and its reliability and generality of conclusion need verification. Application scope of structural equation model can be widen in the future' study, and relationship of structural variables in the above model needs further checking; for optimizing the model, researchers can add some new variables such as substitute attraction, exchange value to it, thus they can deeply apperceive formative mechanism of tourist behavior intention.
引文
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