【摘要】：信息時代下,互聯(lián)網(wǎng)技術(shù)的飛速發(fā)展,推動著旅游業(yè)不斷借助信息技術(shù)展示其旅游價值和功能。側(cè)重于網(wǎng)絡(luò)體驗(yàn)的“虛擬旅游”應(yīng)運(yùn)而生。它是基于互聯(lián)網(wǎng)或虛擬旅游技術(shù),在現(xiàn)場之外完成虛擬景觀游覽、在線信息搜索、功能服務(wù)和心理體驗(yàn)等活動過程,開啟了新旅游信息時代,是人們旅游活動的新方式。到底什么是虛擬旅游?虛擬旅游體驗(yàn)的影響因素有哪些?這種旅游體驗(yàn)活動如何影響參與者進(jìn)而激發(fā)行為傾向?帶著這些問題,本研究從虛擬旅游參與者行為傾向的角度切入,來探討虛擬旅游對參與者旅游決策的影響。 在研究過程中,采用訪談法與問卷調(diào)查法收集有效數(shù)據(jù)；利用探索性因子分析提取虛擬旅游體驗(yàn)關(guān)鍵影響因子；運(yùn)用理論闡述及相關(guān)性分析來探究虛擬旅游參與者行為傾向的前因；同時借助結(jié)構(gòu)方程模型分析虛擬旅游參與者行為傾向形成的機(jī)理,最后得出如下結(jié)論： (1)通過對量表觀測到的樣本數(shù)據(jù)進(jìn)行探索性因子分析,得到影響虛擬旅游體驗(yàn)質(zhì)量的關(guān)鍵因素有5類,即信息內(nèi)容、人際溝通、平臺屬性、娛樂服務(wù)和個人特性,并通過驗(yàn)證性因子分析證實(shí)了探索性因子分析的結(jié)果。 (2)通過對互聯(lián)網(wǎng)環(huán)境下消費(fèi)者行為傾向前因研究成果的整理,將行為傾向前因研究分為三大流派：滿意主導(dǎo)流派、價值主導(dǎo)流派及多元前因流派；并對三大流派進(jìn)行分析,找出存在的問題,提出虛擬旅游參與者行為傾向前因研究的新視角——功能收益與心理收益,最后通過對樣本數(shù)據(jù)進(jìn)行相關(guān)性檢驗(yàn),得出功能收益和心理收益與虛擬旅游參與者行為傾向有顯著的正向影響關(guān)系。 (3)通過模型建構(gòu)與分析發(fā)現(xiàn)：信息內(nèi)容、人際溝通、平臺屬性及個人特性顯著的正向影響功能收益及心理收益,并通過功能收益和心理收益影響虛擬旅游參與者的行為傾向；娛樂服務(wù)對虛擬旅游參與者的功能收益和心理收益影響不顯著。這是由于我國虛擬旅游發(fā)展處于初期,虛擬旅游的設(shè)計(jì)沒有有效滿足虛擬旅游參與者的娛樂個性需求。
[Abstract]:In the information age, with the rapid development of Internet technology, tourism continues to display its tourism value and function with the help of information technology. Virtual tourism, which focuses on network experience, emerges as the times require. It is based on the Internet or virtual tourism technology to complete virtual landscape tours online information search functional services and psychological experience etc. It opens a new era of tourism information and is a new way for people to travel. What is virtual tourism? What are the influencing factors of virtual tourism experience? How does this kind of travel experience affect participants and then stimulate behavioral tendencies? With these problems, this study explores the impact of virtual tourism on participants' tourism decision-making from the perspective of behavioral tendency of virtual tourism participants. In the course of the research, the effective data were collected by interview and questionnaire, and the key factors of virtual tourism experience were extracted by exploratory factor analysis. Using theoretical analysis and correlation analysis to explore the antecedents of behavior tendency of virtual tourism participants, and at the same time using structural equation model to analyze the formation mechanism of behavior tendency of virtual tourism participants. Finally, the following conclusions are drawn: (1) through exploratory factor analysis of sample data observed by the scale, five key factors affecting the quality of virtual tourism experience are obtained, namely information content, interpersonal communication, platform attributes. Entertainment services and personal characteristics, and through confirmatory factor analysis to verify the results of exploratory factor analysis. (2) by sorting out the results of the research on the antecedents of consumer behavior tendency in the Internet environment, The research on the antecedents of behavioral tendency is divided into three major schools: satisfied leading school, value leading school and pluralistic antecedent school, and analyzes the three major schools to find out the existing problems. This paper puts forward a new perspective on the antecedents of behavioral predisposition of virtual tourism participants-functional income and psychological benefit. Finally, the correlation test of sample data is carried out. It is concluded that there is a significant positive relationship between functional income and psychological benefit and behavioral tendency of virtual tourism participants. (3) through model construction and analysis, we find that: information content, interpersonal communication, Platform attributes and personal characteristics significantly positively affect the functional and psychological benefits, and through the functional and psychological benefits affect the behavior tendency of virtual tourism participants; Entertainment services have no significant effect on the functional and psychological benefits of virtual tourism participants. This is because the development of virtual tourism in China is in its infancy, and the design of virtual tourism does not meet the entertainment personality needs of virtual tourism participants.
【學(xué)位授予單位】：湖北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.1;F224

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