發(fā)布時(shí)間：2019-01-26 14:18

【摘要】：旅游業(yè)作為綠色無污染的環(huán)保產(chǎn)業(yè)，在我國(guó)發(fā)展的可謂日新月異。據(jù)國(guó)家統(tǒng)計(jì)的數(shù)據(jù)顯示，“十一五”時(shí)期，國(guó)內(nèi)旅游人數(shù)年均增長(zhǎng)12%；全國(guó)旅游業(yè)總收入年均增長(zhǎng)15%。與此同時(shí)，各地旅游業(yè)競(jìng)爭(zhēng)的日趨白熱化，，城市管理者開始關(guān)注品牌化建設(shè)。然而，在這期間存在的一個(gè)主要問題是注重單個(gè)旅游景點(diǎn)的品牌建設(shè)，沒有從整個(gè)城市的角度考慮品牌建設(shè)，在城市品牌建設(shè)的過程中缺乏長(zhǎng)遠(yuǎn)眼光，單純以不斷吸引新的游客為目標(biāo)。而事實(shí)上，如果從終身顧客的角度來考慮，在城市品牌建設(shè)的過程中重視忠誠顧客的培養(yǎng)，將給城市帶來更大的價(jià)值。 本論文提出了游客體驗(yàn)對(duì)城市品牌忠誠影響的理論模型。模型主要以董大海等人提出的理論為基礎(chǔ)，結(jié)合秦皇島的旅游現(xiàn)狀，開發(fā)問卷來探討游客體驗(yàn)對(duì)城市品牌忠誠的影響。其中游客體驗(yàn)從感知體驗(yàn)、情感體驗(yàn)、社會(huì)體驗(yàn)、體驗(yàn)成本四個(gè)維度衡量，城市品牌忠誠則從態(tài)度忠誠和行為忠誠兩個(gè)維度衡量。本論文通過運(yùn)用實(shí)證研究的統(tǒng)計(jì)分析方法，以有過秦皇島旅游經(jīng)歷的游客為研究樣本，通過調(diào)查取樣分析，深入探討游客體驗(yàn)的各個(gè)因素對(duì)態(tài)度忠誠及行為忠誠的影響程度，同時(shí)探討了游客態(tài)度忠誠對(duì)行為忠誠的影響大小。 研究結(jié)論表明，感知體驗(yàn)僅對(duì)態(tài)度忠誠有顯著影響，對(duì)行為忠誠的影響并不顯著；情感體驗(yàn)對(duì)城市品牌態(tài)度忠誠和行為忠誠都有顯著影響；社會(huì)體驗(yàn)對(duì)態(tài)度忠誠的影響并不顯著；體驗(yàn)成本對(duì)態(tài)度忠誠有顯著影響，對(duì)行為忠誠無顯著影響，并且態(tài)度忠誠對(duì)行為忠誠也表現(xiàn)出正向的影響效應(yīng)。在游客體驗(yàn)的四個(gè)因子中，情感體驗(yàn)對(duì)態(tài)度忠誠的影響最大，社會(huì)體驗(yàn)對(duì)行為忠誠的影響最大。
[Abstract]:As a green and pollution-free environmental protection industry, tourism is developing rapidly in our country. According to state statistics, during the 11th Five-Year Plan period, the number of domestic tourism increased by 12 percent per year, while the country's total tourism revenue increased by 15 percent a year. At the same time, local tourism competition is becoming more and more intense, city managers begin to pay attention to brand construction. However, one of the main problems during this period is to pay attention to the brand construction of individual tourist attractions, not to consider brand building from the perspective of the whole city, and to lack a long-term vision in the process of urban brand building. The goal is simply to attract new tourists. In fact, if we consider from the point of view of lifelong customers, we should pay more attention to the cultivation of loyal customers in the process of urban brand building, which will bring greater value to the city. This paper presents a theoretical model of the influence of tourist experience on urban brand loyalty. Based on the theory put forward by Dong Dahai and Qinhuangdao, the model developed a questionnaire to explore the influence of tourist experience on urban brand loyalty. Among them, tourist experience is measured from four dimensions: perceived experience, emotional experience, social experience and experience cost, while urban brand loyalty is measured from two dimensions: attitude loyalty and behavior loyalty. By using the statistical analysis method of empirical research, this paper takes the tourists who have experienced Qinhuangdao tourist experience as the research sample, through the investigation sampling analysis, deeply discusses the influence degree of each factor of the tourist experience to the attitude loyalty and the behavior loyalty. At the same time, the influence of attitude loyalty on behavior loyalty is discussed. The results show that the perceived experience only has a significant effect on attitude loyalty, but not on behavior loyalty, and emotional experience has a significant impact on both brand attitude loyalty and behavior loyalty. The influence of social experience on attitude loyalty is not significant; experience cost has significant influence on attitude loyalty, but has no significant effect on behavior loyalty, and attitude loyalty has positive effect on behavior loyalty. Among the four factors of tourist experience, emotional experience has the greatest influence on attitude loyalty and social experience on behavior loyalty.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7;F224

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