發(fā)布時(shí)間：2019-04-23 15:58

【摘要】：本文以KhanDhar(2006)提出的“執(zhí)照效應(yīng)”理論為基礎(chǔ),通過實(shí)驗(yàn)研究了在游客自主和非自主情況下,善因營(yíng)銷對(duì)于游客赴地震災(zāi)區(qū)旅游意愿的影響。研究發(fā)現(xiàn),在游客完全自主、感知對(duì)旅游目的地選擇決策控制程度很高的情況下,善因營(yíng)銷對(duì)游客最終的旅游目的地選擇意愿有正向的影響,與慈善相結(jié)合的地震災(zāi)區(qū)電視廣告會(huì)暫時(shí)提升游客的自我概念,這相當(dāng)于為游客后續(xù)自我放縱、選擇奢侈消費(fèi)提供了一個(gè)“執(zhí)照”,進(jìn)而提高了他們赴地震災(zāi)區(qū)旅游意愿。將慈善和地震災(zāi)區(qū)旅游目的地旅游廣告有機(jī)結(jié)合,使游客在赴地震災(zāi)區(qū)旅游的同時(shí)為地震災(zāi)區(qū)的災(zāi)后重建奉獻(xiàn)一份力量,將更加快速有效地幫助受災(zāi)地區(qū)旅游業(yè)的發(fā)展和經(jīng)濟(jì)恢復(fù)。與此同時(shí),由于“郭美美事件”的影響,使得游客對(duì)于慈善組織的信任度下降,但游客對(duì)于做慈善的意愿沒有改變,在地震導(dǎo)向的廣告影響下,游客更加傾向于親身赴地震災(zāi)區(qū)旅游,為災(zāi)區(qū)的重建和經(jīng)濟(jì)復(fù)蘇做貢獻(xiàn)�！肮烂朗录钡某霈F(xiàn),看似是對(duì)于慈善事業(yè)有著負(fù)面影響,實(shí)則不然,它反而促進(jìn)了人們對(duì)于慈善事業(yè)親力親為的意愿和行為。對(duì)于支持災(zāi)區(qū)重建有著積極的影響。本文研究結(jié)論同樣適用于由于其他突發(fā)事件造成的受災(zāi)地區(qū)制定災(zāi)后游客吸引營(yíng)銷策略。
[Abstract]:Based on the "license effect" theory proposed by KhanDhar (2006), this paper studies the influence of good cause marketing on tourists' willingness to travel to earthquake-stricken areas under the condition of tourists' autonomy and non-autonomy. The research finds that, when tourists are completely autonomous and have a high degree of perceived control over the decision-making of destination selection, good cause marketing has a positive impact on tourists' final intention to choose a tourist destination. Television ads combined with charity in earthquake-hit areas will temporarily raise the self-concept of tourists, which is tantamount to providing a "license" for tourists to follow up on self-indulgence and choose luxury spending, thereby increasing their willingness to travel to the quake-hit areas. The organic combination of charity and tourism advertising in earthquake-stricken areas will enable tourists to contribute their part to post-disaster reconstruction while traveling to the earthquake-stricken areas. Will be more rapid and effective to help the affected areas tourism development and economic recovery. At the same time, due to the impact of the "Guo Meimei incident", tourists' trust in charitable organizations has decreased, but their willingness to do charity has not changed, under the influence of earthquake-oriented advertising. Tourists tend to travel to the quake-hit areas in person, contributing to reconstruction and economic recovery. The appearance of Guo Meimei incident seems to have a negative impact on charity. In fact, it promotes people's will and behavior for charity. To support the reconstruction of disaster areas has a positive impact. The conclusion of this paper is also applicable to draw up marketing strategies for tourists in disaster-affected areas caused by other emergencies.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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