【摘要】：根據(jù)國家旅游局發(fā)布的《中國旅游發(fā)展報告(2016)》顯示,在我國改革開放的三十多年的時間里,我國的旅游業(yè)發(fā)生了前所未有的變化,取得了令人矚目的巨大成就。目前,我國已經(jīng)成為世界上旅游業(yè)發(fā)展最快、受益人數(shù)最多、輻射帶動力最強的國家之一,無論是我國國內(nèi)旅游人數(shù)還是出境旅游的人數(shù)均為世界第一。隨著互聯(lián)網(wǎng)的高速發(fā)展,特別是近幾年移動互聯(lián)網(wǎng)的爆炸式增長,電子商務(wù)已經(jīng)從電腦互聯(lián)網(wǎng)迅速的轉(zhuǎn)移到移動端,再一次改變?nèi)藗兊纳罘绞健Ｓ诖送瑫r,人們的生活消費水平得到進一步加強,外出旅游已經(jīng)成為越來越多普通消費者非常重要的娛樂休閑方式。最新的旅游產(chǎn)業(yè)研究報告顯示,與傳統(tǒng)的線下旅行社門店相比,消費者通過互聯(lián)網(wǎng)購買預(yù)定旅游產(chǎn)品的比例增速明顯。2015年消費者通過線上預(yù)定購買旅游產(chǎn)品的比例增長到20%,線上旅行社規(guī)模的增長速度是線下的六倍。根據(jù)專業(yè)市場研究咨詢機構(gòu)艾瑞咨詢在2015年的研究表明,大約七成的旅游者曾在線購買旅游門票、機票等旅游產(chǎn)品,且近20%的旅游者通過移動設(shè)備購買旅游產(chǎn)品。旅游APP市場已經(jīng)是現(xiàn)階段旅游業(yè)發(fā)展方向和各大在線旅行社競爭的關(guān)鍵點。對國內(nèi)外文獻的收集和查閱發(fā)現(xiàn),關(guān)于旅游者購買決策行為的研究主要集中在旅游者決策行為模式、旅游者決策行為影響因素方面的研究、旅游動機以及旅游者感知價值方面的研究,關(guān)于旅游者人口統(tǒng)計因素對旅游購買決策影響因素方面的研究也比較多;目前關(guān)于旅游APP的研究更多地集中于旅游APP營銷策略以及用戶體驗方面的研究,而對旅游APP特征對旅游者購買決策影響方面的研究還存在缺口。本文首先通過大量的文獻和數(shù)據(jù)來回顧和參考關(guān)于旅游APP以及旅游者購買決策方面的研究成果,在此基礎(chǔ)之上提出了預(yù)定類旅游APP的產(chǎn)品豐富度、價格、增值服務(wù)以及本身質(zhì)量四個方面的特征,將這四個特征作為自變量,并提出四個自變量對旅游者購買決策具有正向影響的假設(shè),再將四個自變量所包含的具體內(nèi)容拆解和劃分為十六個二級指標(biāo),然后把四個一級指標(biāo)和十六個二級指標(biāo)設(shè)計成調(diào)查問卷進行問卷調(diào)查。經(jīng)過對調(diào)查問卷收集上來的收據(jù)進行描述性統(tǒng)計,并利用SPSS軟件對數(shù)據(jù)進行信度分析,得出調(diào)查問卷量表的可信度和效度,驗證之后對十六個二級指標(biāo)進行因子分析,驗證了二級指標(biāo)劃分的合理性和有效性。最后進行相關(guān)性和回歸分析得出結(jié)果,假設(shè)得以驗證。這將會豐富旅游業(yè)移動互聯(lián)網(wǎng)運營模式理論,與此同時本文將構(gòu)建出預(yù)訂類旅游APP特征對旅游者購買決策影響模型,豐富旅游者決策理論方面的研究理論。
[Abstract]:According to the China Tourism Development report (2016) issued by the National Tourism Administration, China's tourism industry has undergone unprecedented changes and made remarkable achievements in the 30-odd years of reform and opening-up. At present, China has become one of the countries with the fastest development of tourism in the world, the largest number of beneficiaries, and the most powerful radiation driving force. Both the number of domestic tourism and outbound tourism in China are the first in the world. With the rapid development of Internet, especially the explosive growth of mobile Internet in recent years, e-commerce has been rapidly transferred from computer Internet to mobile terminal, once again changing people's life style. At the same time, people's living and consumption level has been further strengthened, travel has become a more and more important entertainment and leisure way for ordinary consumers. The latest research report on the tourism industry shows that compared with traditional offline travel agency stores, The proportion of consumers buying pre-booked travel products via the Internet grew significantly. In 2015, the proportion of consumers subscribing to travel products online rose to 20 percent, and the size of online travel agencies grew six times as fast as offline travel agencies. According to a 2015 study by Avery Consulting, a professional market research consultancy, about 70 percent of tourists have bought travel tickets, tickets and other travel products online, and nearly 20 percent of tourists buy travel products through mobile devices. The tourism APP market is the key point of the development direction of tourism and the competition of the major online travel agencies at the present stage. Through the collection and consultation of domestic and foreign documents, it is found that the research on the decision-making behavior of tourists mainly focuses on the model of tourists' decision-making behavior and the influencing factors of tourists' decision-making behavior. There are many researches on tourism motivation and tourists' perceived value, and there are many researches on the influence factors of tourists' demographics on tourism purchase decision-making. At present, the research on tourism APP is more focused on the marketing strategy and user experience of tourism APP, but there is still a gap in the research on the impact of tourism APP characteristics on tourists' purchase decision-making. Firstly, this paper reviews and refers to the research results on tourism APP and tourists' purchase decision through a large number of documents and data. On this basis, it puts forward the product richness and price of pre-arranged tourism APP. Value-added service and its own quality four characteristics, take these four characteristics as independent variables, and put forward the assumption that four independent variables have a positive impact on tourists' purchase decision-making. Then, the contents of the four independent variables are divided into sixteen secondary indexes, and then four first-order indexes and sixteen second-level indexes are designed as questionnaires for questionnaire investigation. Through the descriptive statistics of the receipts collected from the questionnaire and the reliability analysis of the data by using SPSS software, the reliability and validity of the questionnaire were obtained. After verification, the factor analysis was carried out on sixteen secondary indicators. The rationality and validity of the two-level index division are verified. Finally, correlation and regression analysis were carried out to get the results, and the hypothesis was verified. This will enrich the theory of mobile Internet operation model of tourism industry. At the same time, this paper will construct the model of the influence of APP characteristics of booking tourism on tourists' purchase decision, and enrich the theory of tourists' decision theory.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F592.6;F713.55

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