古镇游客间互动、体验价值及满意度的关系研究

发布时间：2018-05-06 13:15

本文选题：古镇旅游 + 游客间互动　；参考：《浙江大学》2014年硕士论文

【摘要】：古镇旅游作为遗产旅游,旅游地的承载力受到当地资源条件的限制较多,日益增长的游客数量带来的矛盾和危机较为突出,而游客的旅游体验也会受到其他游客的影响。在我国的古镇旅游中,游客间的互动情况经常发生,在旅游学相关研究中也应受到一定重视。在服务市场研究领域中,已有一些关于顾客间互动的研究；在旅游领域中,也有大量关于旅游地主客之间互动情况的研究；但是关于旅游地游客之间互动情况的相关研究还很少。因此古镇旅游中游客间互动的情况值得深入研究。本研究以游客间互动、游客体验价值及满意度为研究内容,选择西塘古镇为调研地,综合运用了多种社会科学研究方法,研究了三个变量之间的逻辑关系。首先,回顾了游客间互动、体验价值、满意度三个方面的已有文献,总结了前人的研究成果并完成了三个变量的概念梳理,在此基础上提出本研究的概念模型。之后,选择了旅游学学者、旅游规划专家和游客作为访谈对象,通过半结构访谈法,进一步了解了游客间互动的构成内容。参考第一部分文献综述的内容,确定了游客间互动的要素,并提出了研究假设。第三,以前人的研究成果为基础,综合古镇游客间互动的特征修订调查问卷,并于西塘古镇发放问卷,收集数据。第四,通过使用SPSS和AMOS两种数据处理工具,对回收的数据进行分析,进一步验证研究假设,最终得到以下研究结论：①游客间互动包括游客间互动数量和游客间互动质量,互动数量的3个构成维度为互动频率、选择影响和行为影响,互动质量的2个构成维度为互动效价和互动强度。②互动频率对情感性体验价值产生显著的负向影响,选择影响对情感性体验价值产生显著的正向影响,互动效价和互动强度对体验价值的三个维度都有显著的正向影响。③互动频率、选择影响和互动强度对满意度没有直接的正向作用,互动频率和选择影响通过情感性体验价值的中介作用影响满意度,而互动强度通过体验价值三个维度的中介作用影响满意度；只有互动效价对满意度有直接的显著正向影响。④不同年龄和游伴类型的游客对各变量的感知差异不显著,而不同性别、不同教育水平、不同游览类型和不同收入水平的顾客对游客间互动、体验价值和满意度的感知存在显著的差异。最后,基于研究假设得到验证的结果和研究结论,本研究对古镇游客间互动界面的设计提出了几方面建议：提高游客间互动效价和强度,控制游客量,优化互动界面,促进积极互动,避免消极互动,培养游客对互动的兴趣与积极性,从而创造独特的旅游体验,进一步提升游客满意度。
[Abstract]:As heritage tourism, the carrying capacity of ancient towns is restricted by the local resources, the contradictions and crises brought by the increasing number of tourists are prominent, and the tourist experience will also be affected by other tourists. In the tourism of ancient towns in our country, the interaction among tourists often occurs, and it should be paid attention to in the study of tourism science. In the field of service market research, there have been some studies on customer interaction, in tourism field, there is also a lot of research on the interaction between tourists and tourists. However, there are few studies on the interaction between tourist destinations. Therefore, the interaction between tourists in the ancient town tourism is worthy of further study. This study takes the interaction among tourists, the value of tourists' experience and the satisfaction degree as the research content, selects the ancient town of Xitang as the research place, synthetically uses many kinds of social science research methods, studies the logical relation between the three variables. First of all, it reviews the existing literature on interaction, experience value and satisfaction among tourists, summarizes the previous research results and completes the concept combing of the three variables, and then puts forward the conceptual model of this study. After that, the author chooses tourism scholars, tourism planning experts and tourists as the interview objects, through the semi-structured interview method, to further understand the composition of the interaction between tourists. Referring to the contents of literature review in the first part, this paper determines the elements of tourist interaction and puts forward the research hypotheses. Thirdly, based on the previous research results, the questionnaire is revised by synthesizing the characteristics of tourist interaction in ancient towns, and the questionnaire is distributed in Xitang ancient town to collect data. Fourth, by using two data processing tools, SPSS and AMOS, to analyze the recovered data, further verify the research hypothesis, and finally get the following conclusions: 1. The amount of interaction between tourists and the quality of interaction between tourists. The three dimensions of interaction quantity are interaction frequency, choice influence and behavior influence, and the two dimensions of interaction quality are interaction titer and interaction intensity .2 interaction frequency has significant negative influence on affective experience value. The influence of choice has a significant positive effect on emotional experience value. Interaction titer and interaction intensity have significant positive influence on the three dimensions of experience value. The influence of choice and intensity of interaction has no direct positive effect on satisfaction. The frequency of interaction and the influence of choice affect satisfaction through the intermediary function of emotional experience value. The interaction intensity affects satisfaction through the intermediary of three dimensions of experience value; only interactive price has a direct positive effect on satisfaction. 4. There is no significant difference in the perception of each variable among tourists of different ages and types of travel partners. However, there are significant differences in the perception of interaction, experiential value and satisfaction between tourists with different gender, different education level, different tour type and different income level. Finally, based on the results and conclusions of the research hypothesis, this study puts forward several suggestions for the design of the interaction interface between tourists in ancient towns: to improve the interaction price and intensity among tourists, to control the number of visitors, and to optimize the interactive interface. To promote positive interaction, avoid negative interaction, cultivate the interest and enthusiasm of tourists to the interaction, thus create a unique tourism experience, and further enhance the satisfaction of tourists.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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