本文選題：目的地忠誠　切入點(diǎn)：推薦意愿　出處：《東北財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國經(jīng)濟(jì)的發(fā)展,人們對(duì)生活品質(zhì)越來越關(guān)注,精神消費(fèi)不斷增加,旅游逐漸成為生活的重要組成部分。另一方面,各地區(qū)旅游強(qiáng)省、旅游強(qiáng)市目標(biāo)的相繼提出,以及旅游業(yè)作為國家支柱產(chǎn)業(yè)地位的確定,使旅游業(yè)的發(fā)展獲得了堅(jiān)實(shí)的政策支持,旅游業(yè)迎來前所未有的發(fā)展契機(jī)。對(duì)于旅游目的地而言,一方面這意味著強(qiáng)大的市場(chǎng)需求；另一方面,也意味著巨大的市場(chǎng)競(jìng)爭(zhēng)壓力。因此,如何在激烈的市場(chǎng)競(jìng)爭(zhēng)中贏得游客的親睞,搶占市場(chǎng)份額,是各大目的地必須思考的一個(gè)問題。 與此同時(shí),考慮到忠誠游客所帶來的直接經(jīng)濟(jì)效益以及強(qiáng)大的口碑傳播效應(yīng),多數(shù)目的地已將忠誠游客作為一個(gè)重要的細(xì)分市場(chǎng)進(jìn)行維護(hù)。然而,從研究現(xiàn)狀來看,影響游客目的地忠誠的因素都有哪些,如何培育忠誠游客；目的地滿意度與忠誠的關(guān)系究竟是怎樣的,這些問題還存在爭(zhēng)議,有待進(jìn)一步討論。 區(qū)別于以往目的地忠誠度影響因素研究,文章從忠誠度操作定義出發(fā),將游客目的地忠誠分為態(tài)度忠誠與行為忠誠兩大部分,其中態(tài)度忠誠選取推薦意愿、情感喜愛、重游意愿三大標(biāo)準(zhǔn)衡量,行為忠誠主要涉及游客實(shí)際重游行為。文章采用質(zhì)性訪談,重點(diǎn)探討游客目的地推薦意愿與情感喜愛的影響因素,更為深入的了解目的地忠誠,彌補(bǔ)以往定量研究的不足。另外,文章還將目的地滿意與忠誠度的關(guān)系作為一個(gè)討論點(diǎn),希望通過現(xiàn)象分析,來闡釋兩者之間的關(guān)系。 文章的總體安排如下：第一部分主要介紹文章的研究背景、研究意義以及研究框架；第二部分主要是對(duì)國內(nèi)外目的地忠誠度的研究現(xiàn)狀進(jìn)行分析,主要分為四大塊,并總結(jié)歸納了滿意度與忠誠度之間的關(guān)系；同時(shí)介紹了論文章研究的相關(guān)理論；第三部分主要是研究設(shè)計(jì)部分,包括研究對(duì)象的確定,研究方法的選取,資料收集與整理；第四、第五部分是文章的主體,其中第四部分主要分析游客目的地推薦意愿、情感喜愛、重游意愿、重游行為的不同影響因素；第五部分主要是對(duì)目的地態(tài)度忠誠、行為忠誠及滿意度之間的關(guān)系進(jìn)行分析；第六部分主要是研究結(jié)論、研究局限及展望。 通過對(duì)15個(gè)旅游經(jīng)歷較豐富游客的訪談,文章發(fā)現(xiàn),影響游客目的地推薦的因素主要與目的地相關(guān),包括：1、目的地景觀與文化；2、目的地旅游基礎(chǔ)設(shè)施；3、目的地公共環(huán)境；4、旅游費(fèi)用。影響游客目的地情感忠誠的因素則包括目的地原因與游客個(gè)人因素兩個(gè)方面,具體為：1、景觀或文化表現(xiàn)及個(gè)人偏好2、游客對(duì)目的地景觀或文化的“建構(gòu)”；3、游客目的地公共環(huán)境感知；4、旅游地對(duì)游客的特殊意義；5、游客在目的地發(fā)生的故事。重游意愿通常是建立在游客推薦意愿與情感忠誠的基礎(chǔ)上,并受到游客旅游動(dòng)機(jī)及前次旅行經(jīng)歷的影響。在游客態(tài)度忠誠向行為忠誠跨越的階段,主要受到來自經(jīng)濟(jì)條件、交通、時(shí)間、游伴等外在因素的影響。 另外,研究發(fā)現(xiàn),游客目的地推薦意愿與情感忠誠之間的關(guān)系并不是很穩(wěn)定,對(duì)于一些游客而言,即使不愿意推薦目的地,但還是可能對(duì)目的存在情感忠誠；情感忠誠與重游意愿之間的關(guān)系要比推薦意愿與重游意愿之間的關(guān)系更為穩(wěn)定。在目的地滿意度與忠誠度關(guān)系方面,研究發(fā)現(xiàn),游客對(duì)目的地滿意與否與情感忠誠與否更為接近,但與推薦意愿的吻合度卻相對(duì)更小。文章認(rèn)為,情感態(tài)度更能夠預(yù)測(cè)游客目的滿意與否；游客目的地滿意度不僅有認(rèn)知層面的意義,更表達(dá)了游客對(duì)某一旅游地的情感狀態(tài),從認(rèn)知——情感角度來理解目的地滿意度將會(huì)更加合適。另一方面,研究發(fā)現(xiàn)游客推薦意愿與游客對(duì)目的地滿意之間關(guān)系較弱；而即便是游客對(duì)目的地愿意推薦而且非常喜歡,滿意度較高,但重游意愿依舊會(huì)受到游客尋求新奇動(dòng)機(jī)的嚴(yán)重干擾,呈現(xiàn)高滿意度低重游意愿的狀況。 文章的主要?jiǎng)?chuàng)新點(diǎn)在于,首先在研究方法上,使用質(zhì)性訪談對(duì)游客目的忠誠的影響因素進(jìn)行深入的探討分析,對(duì)游客目的地忠誠有更為深入的了解；其次,文章證實(shí)了目的地推薦意愿與情感忠誠的不同,兩者之間的關(guān)系并不是很穩(wěn)定,游客個(gè)人因素對(duì)目的地情感忠誠影響強(qiáng)烈,甚至超過目的地因素。 文章的研究缺陷主要在于,首先訪談對(duì)象差異性不夠,致使研究結(jié)論存在一定的局限性；其次,文章只是對(duì)目的地忠誠四個(gè)方面的影響因素進(jìn)行了定性分析,缺乏進(jìn)一步的實(shí)證研究。在未來,一方面,可以循著文章的軌跡,對(duì)文章進(jìn)一步做實(shí)證定量分析,更加深入的討論目的地忠誠的影響因素。另一方面,也可以通過拓展研究,進(jìn)一步探討想象對(duì)于游客目的地景觀審美的影響,或者研究故事對(duì)于游客體驗(yàn)質(zhì)量的影響。
[Abstract]:With the development of China's economy, more and more people pay attention to the quality of life, the spirit of rising consumption, tourism has gradually become an important part of life. On the other hand, strong tourism regions, tourism targets have been put forward, and the tourism industry as the national pillar industry status, the development of the tourist industry to obtain a solid policy support, the tourism industry usher in development opportunities. The hitherto unknown destination, on the one hand it means a strong market demand; on the other hand, also means that the pressure of the market competition. Therefore, how to win the favor of tourists in the fierce market competition, seize market share, is a questions should be considered major destinations.
At the same time, taking into account the direct economic benefits brought by tourists loyalty and word-of-mouth effect strong, most destinations have loyal tourists as an important segment of the market for maintenance. However, from the current situation of research, what are the factors of tourist destination loyalty, how to cultivate the loyalty of tourists; whether the relationship between destination satisfaction and loyalty is what, there are still controversial these problems need to be further discussed.
Different from the previous research on Influence Factors of destination loyalty, loyalty from the operational definition, the tourist destination loyalty is divided into two parts of attitude loyalty and behavior loyalty and attitude loyalty among the selected recommendation intention, emotional love, measure the willingness to revisit the three standards, is mainly related to the actual behavior of loyalty tourists revisit. This paper uses the qualitative interview and focuses on the influence factors of tourists' willingness to recommend and emotional love, more in-depth understanding of destination loyalty, to make up for past deficiencies in quantitative research. In addition, the relationship between satisfaction and loyalty to destination as a point of discussion, hope that through the analysis of the phenomenon, to explain the relationship between the two.
The overall arrangement of the article is as follows: the first part mainly introduces the research background, research significance and research framework; the second part is to study the present situation of the domestic and foreign destination loyalty analysis, mainly divided into four parts, and summarizes the relationship between satisfaction and loyalty; and introduces the related theory of the research; the third part is the research design, including the determination of the research object, the selection of the research method, data collection and collation; fourth, the fifth part is the main body of the article, the fourth part mainly analyze the tourist destination, emotional love, revisit the different factors to revisit behavior; the fifth part is mainly devoted to objective to analyze the relationship between attitude and behavior loyalty and satisfaction; the sixth part is the conclusion of the study, research limitations and prospects.
The 15 tour experience rich tourists interview, the paper finds that the influencing factors of tourist destination mainly recommended and destination, including: 1, to 2, landscape and culture; tourism destination infrastructure; 3, to public environment; 4, travel expenses. Influencing factors of tourist destination emotional loyalty includes two aspects, objective reasons and personal factors specific to visitors: 1, landscape or cultural expression and personal preference of 2, visitors to the destination or the construction of "cultural landscape"; 3, the public environmental perception of tourist destination; 4, the tourism special significance for tourists; 5. Tourists in the destination. The story is usually based on the revisit intention and recommendation intention of tourists on emotional loyalty, and influenced by the tourist motivation and travel experience. The previous stage to the behavior in the tourist attitude loyalty across the main subject From the economic conditions, traffic, time, companion factors.
In addition, the study found that the recommended tourist destination and the relationship between intention and emotional loyalty is not very stable, for some tourists, even if not willing to recommend the destination, but may for the purpose of emotional loyalty; the relationship between emotional loyalty and willingness to return to is more stable than the relationship between the recommendation intention and willingness to revisit. The study found that in the destination relationship between satisfaction and loyalty, and visitors to the destination satisfaction and emotional loyalty or not closer, but fit and willingness to recommend is relatively smaller. The article thinks that the emotionmanner can predict tourists' satisfaction; tourist destination satisfaction not only has the significance of cognitive level more tourists, expression of a tourist's emotional state, emotion from the cognitive perspective to understand the destination satisfaction will be more appropriate. On the other hand, the study found the tourists The weak relationship between willingness to recommend and visitors to destination satisfaction; and even visitors to the destination would recommend and very high satisfaction, love, serious interference but will still have to revisit tourists to seek new motivation, showing high satisfaction low willingness to revisit the situation.
鏂囩珷鐨勪富瑕佸垱鏂扮偣鍦ㄤ簬,棣栧厛鍦ㄧ爺絀舵柟娉曚笂,浣跨敤璐ㄦ，

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