【摘要】：結(jié)合當(dāng)前武夷山旅游景區(qū)價(jià)格上漲的背景,基于相關(guān)理論回顧和文獻(xiàn)分析,采取實(shí)證研究的方法,本文分析了武夷山旅游景區(qū)市場(chǎng)價(jià)格、過(guò)去售價(jià)、廣告促銷價(jià)格與內(nèi)心參考價(jià)格的關(guān)系；并探討了市場(chǎng)價(jià)格、過(guò)去售價(jià)、內(nèi)心參考價(jià)格、促銷價(jià)格對(duì)旅游意愿是否具有一定的影響。通過(guò)上述關(guān)系的探討,明確武夷山旅游景區(qū)市場(chǎng)價(jià)格、過(guò)去售價(jià)、促銷價(jià)格以及內(nèi)心參考價(jià)格和旅游意愿之間的內(nèi)在關(guān)系。研究結(jié)果發(fā)現(xiàn):第一,過(guò)去售價(jià)可以實(shí)際應(yīng)用于旅游產(chǎn)品上。且不論是在團(tuán)體旅游或半自助旅游產(chǎn)品部分,消費(fèi)者的內(nèi)心參考價(jià)格確實(shí)會(huì)受到過(guò)去售價(jià)和促銷價(jià)格的影響,但卻不會(huì)受到市場(chǎng)價(jià)格的影響,此結(jié)果與過(guò)去的研究結(jié)論略有差異。第二,武夷山旅游景區(qū)過(guò)去售價(jià)、促銷價(jià)格、內(nèi)心參考價(jià)格對(duì)旅游意愿具有顯著的負(fù)向影響機(jī)制。也就是說(shuō),不論是在武夷山旅游景區(qū)的團(tuán)體旅游或半自助旅游產(chǎn)品,消費(fèi)者體驗(yàn)到的武夷山旅游景區(qū)過(guò)去售價(jià)、促銷價(jià)格、內(nèi)心參考價(jià)格越高,則消費(fèi)者的旅游意愿越低。第三,內(nèi)心參考價(jià)格在過(guò)去售價(jià)、促銷價(jià)格與旅游意愿之間具有一定的中介效果。實(shí)證研究結(jié)果表明,武夷山旅游景區(qū)的市場(chǎng)價(jià)格、過(guò)去售價(jià)、促銷價(jià)格以及內(nèi)心參考價(jià)格對(duì)旅游意愿除了具有直接影響之外,過(guò)去售價(jià)與促銷價(jià)格對(duì)旅游意愿還通過(guò)內(nèi)心參考價(jià)格產(chǎn)生間接的影響機(jī)制,雖然其傳導(dǎo)機(jī)制不明顯,但在營(yíng)銷中也要關(guān)注這種傳導(dǎo)作用�；趯�(shí)證結(jié)果,結(jié)合武夷山旅游景區(qū)在價(jià)格上漲的背景,要善用促銷價(jià)格標(biāo)示方式來(lái)提升消費(fèi)者的旅游意愿。本文的研究成果,在理論上拓展了游客旅游意愿研究的領(lǐng)域,并由此構(gòu)建景區(qū)價(jià)格上漲和價(jià)格策略與旅游意愿關(guān)系的框架模型,在實(shí)踐上指導(dǎo)了武夷山旅游景區(qū)如何設(shè)計(jì)合理的價(jià)格策略,合理運(yùn)營(yíng)漲價(jià)模型提升游客的旅游意愿,從而促進(jìn)武夷山旅游景區(qū)的健康、持續(xù)發(fā)展。
[Abstract]:Combined with the background of the price increase of Wuyishan tourist spot, based on the review of relevant theory and literature analysis, this paper analyzes the market price and past price of Wuyishan tourist spot by the method of empirical research. The relationship between advertising promotion price and inner reference price; The paper also discusses whether market price, past price, inner reference price and promotion price have certain influence on tourism intention. Through the discussion of the above relations, this paper clarifies the inner relationship between the market price, the past price, the promotion price, the inner reference price and the tourism intention of Wuyishan scenic spot. The results show that: first, the past price can be applied to tourism products. Whether in group travel or semi-self-help travel products, consumers' inner reference prices are really affected by past prices and promotional prices, but not by market prices. The results are slightly different from previous studies. Secondly, the past selling price, promotion price and inner reference price of Wuyishan tourist scenic spot have significant negative influence mechanism on tourism intention. That is to say, whether it is group tourism or semi-self-help tourism products in Wuyishan scenic spot, the consumers experience the past selling price, promotion price and inner reference price of Wuyishan tourist spot, the lower the consumer's travel desire. Thirdly, the inner reference price has a certain intermediary effect between the past selling price, the promotion price and the travel intention. The empirical results show that the market price, past selling price, promotion price and inner reference price of Wuyishan tourist spot have direct influence on tourism intention. In the past, selling price and promotion price had indirect influence on tourism intention through inner reference price. Although the transmission mechanism was not obvious, we should pay attention to this transmission function in marketing. Based on the empirical results and in combination with the background of price increase in Wuyishan tourist area, it is necessary to make good use of the promotion price indication to enhance consumers' travel intention. The research results of this paper expand the field of tourists' tourism intention in theory, and build a framework model of the relationship between the price increase and the relationship between price strategy and tourism will. In practice, it instructs how to design reasonable price strategy in Wuyishan scenic area, and how to operate the price increase model reasonably to promote tourists' tourist will, thus promoting the healthy and sustainable development of Wuyishan tourist area.
【學(xué)位授予單位】：福建師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F592.7;F274

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本文編號(hào)：2299144