基于文化价值观的邮轮旅游购买意愿问题分析

发布时间：2018-01-08 19:24

本文关键词：基于文化价值观的邮轮旅游购买意愿问题分析　出处：《大连海事大学》2014年硕士论文　论文类型：学位论文

【摘要】：目前,邮轮旅游占世界旅游市场的10%左右,尤其是20世纪90年代以来,世界邮轮旅游行业以每年8%-9%的速度蓬勃发展,全球邮轮旅游增长趋势明显。国际邮轮旅游产业主要顾客为西方消费者,所采取的运营管理,服务和市场营销模式仍以西方模式为主。然而,邮轮旅游作为典型的服务行业,熟悉客户的消费心理并提供个性化服务是至关重要的。对邮轮考察发现,中国消费者对邮轮旅游这种高端旅游产品的认知度不高,旅游者乘坐邮轮出游的次数少,消费热情普遍偏低,亟需对邮轮消费行为进行深入研究,刺激更大的邮轮市场开发。文章首先介绍了邮轮旅游消费行为、文化价值观、感知风险理论；其次介绍了邮轮旅游的发展与现状,得出中国邮轮旅游有着浓厚的文化背景,潜在消费者市场迫切需要被了解与认知；引入CVS理论和感知风险理论,编制量表,通过前测问卷分析该量表的信度和效度；在此基础上,以上海、天津两大邮轮母港的旅游者为实证研究对象,在大样本问卷调查基础上,借助探索性因子分析(EFA)和验证性因子分析(CFA),优化并检验了CVS、感知风险量表和购买意愿量表在邮轮旅游消费方面的运用,构建结构方程模型(SEM)检验文化价值观、感知风险和邮轮旅游购买意愿之间的关系。研究发现：当邮轮旅游产品能满足消费者文化价值诉求时,能有效提升购买意愿；文化价值观对邮轮旅游的感知风险存在显著正向影响；感知风险对邮轮旅游购买意愿有一定影响。本文旨在通过研究邮轮旅游购买意愿深刻认识旅游者的消费决策过程,为中国发展邮轮旅游产业提供极具应用价值的消费者信息支持。
[Abstract]:At present, Cruise Tourism World Tourism accounted for about 10% of the market, especially since 1990s, the world cruise tourism industry is booming at an annual rate of 8%-9%, the global cruise tourism growth trend is obvious. The main customers of international cruise tourism industry for Western consumers, the operation management, service and marketing mode is still dominated by the Western model. However, cruise tourism as a typical service industry, familiar with the customer's consumer psychology and provide personalized service is the most important. The study found that consumers do not Chinese cruise, cruise the high awareness of high-end tourism products, the number of tourists take a cruise travel less, consumer enthusiasm is generally low, it is urgent to study the consumer behavior of cruise the development of the cruise market, a larger stimulus.
This article first introduces the cruise tourism consumer behavior, cultural values, perceived risk theory; secondly, it introduces the development and actuality of cruise tourism, the Chinese cruise tourism has a strong cultural background, the potential consumer market urgently needs to be understood and cognition; the introduction of CVS theory and perceived risk theory, scale, through the pre-test the questionnaire analysis of the reliability and validity of this scale; on this basis, to Shanghai, Tianjin's two largest cruise home port of the tourists as the research object, based on a large sample survey, through exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), optimization and test of CVS, the amount of perceived risk table and purchase intention scale used in cruise tourism consumption, construct the structural equation model (SEM) test of cultural values, perceived risk and purchase intention relationship between cruise tourism. It is found that when the cruise When tourism products can satisfy consumers' cultural value appeal, they can effectively improve their purchase intention; cultural values have a significant positive impact on perceived risk of cruise tourism, and perceived risk has a certain impact on cruise tourism purchase intention.
The purpose of this paper is to deeply understand tourists' consumption decision-making process by studying the purchase intention of cruise tourism, and provide valuable information support for China's development of cruise tourism industry.

【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55;F592

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