汶川公益旅游者感知价值研究
发布时间：2019-01-02 17:00
【摘要】：随着旅游市场的不断扩大，游客对旅游的需求日益多元化，，由最初的大众旅游到可替代性旅游的出现，传统走马观花式的旅游方式已不能满足大众的个性化旅游需求，特别是公众主体意识、自主观念、志愿精神的日益增强，旅游者更加追求旅游过程中能否获得一种有意义的深度体验。公益旅游就是在旅游的同时能够为当地提供力所能及的帮助，在享受旅游服务的同时能够产生社会价值。在可持续发展的宏观背景下，在奥运会、世博会、亚运会以及特大地震灾害汶川地震等背景下，我国的公益旅游有了实质性的进展。 本文就目前我国公益旅游的发展现状，引入顾客价值理论，尝试从新的视角-公益旅游者感知价值视角对公益旅游进行研究。在研究中，本文选取了汶川作为公益旅游目的地进行实证研究，首先介绍了汶川的概况及目前公益旅游的发展情况，随后结合当地公益旅游的实际情况提出了30个公益旅游者感知价值要素，并通过问卷调查以及数据统计SPSS分析提炼出7大因子包括公益旅游个性化价值、基础条件、感知经济成本、感知非货币成本以及情感价值，并确立了影响公益旅游者感知价值的要素框架模型。识别分析主要是运用IPA方格图法对各感知价值要素的重要性和表现性的差异情况进行识别，本文识别出亟待改进的有产品特色以及感知非货币成本。最后本文通过分析总结目的地公益旅游的现状以及产生的原因，提出了提升公益旅游者的感知价值对策，同时本文的研究还为我国其他地区的公益旅游发展提供了一定的借鉴。
[Abstract]:With the continuous expansion of the tourism market, tourists' demand for tourism is becoming more and more diversified. From the initial mass tourism to alternative tourism, the traditional way of tourism can no longer meet the needs of personalized tourism. Especially with the increasing of public subjective consciousness, independent concept and voluntary spirit, tourists can get a meaningful and deep experience in the process of tourism. Public service tourism is to provide local help as well as tourism, which can produce social value while enjoying tourism services. Under the background of sustainable development, the Olympic Games, the World Expo, the Asian Games and the Wenchuan earthquake, the public welfare tourism in China has made substantial progress. In this paper, we introduce the theory of customer value into the development of public welfare tourism in China, and try to study it from the perspective of perceived value of public welfare tourists. In the study, this paper selected Wenchuan as a public interest tourism destination for empirical research, first introduced the general situation of Wenchuan and the current development of public welfare tourism. Then combined with the actual situation of local public welfare tourism put forward 30 public welfare tourists perceived value elements and through the questionnaire survey and statistical SPSS analysis 7 factors including the personalized value of public welfare tourism basic conditions. Perception of economic costs, perceived non-monetary costs and emotional value, and established a model of factors affecting perceived value of public welfare tourists. The main purpose of identification analysis is to identify the differences in the importance and expressiveness of each perceptual value element by using the IPA grid diagram method. This paper identifies the product features and perceived non-monetary costs that need to be improved urgently. Finally, by analyzing and summarizing the current situation and the causes of the destination public welfare tourism, this paper puts forward the countermeasures to enhance the perceived value of the public welfare tourists, and at the same time, the research of this paper also provides some reference for the development of the public welfare tourism in other areas of our country.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7
本文编号：2398753
[Abstract]:With the continuous expansion of the tourism market, tourists' demand for tourism is becoming more and more diversified. From the initial mass tourism to alternative tourism, the traditional way of tourism can no longer meet the needs of personalized tourism. Especially with the increasing of public subjective consciousness, independent concept and voluntary spirit, tourists can get a meaningful and deep experience in the process of tourism. Public service tourism is to provide local help as well as tourism, which can produce social value while enjoying tourism services. Under the background of sustainable development, the Olympic Games, the World Expo, the Asian Games and the Wenchuan earthquake, the public welfare tourism in China has made substantial progress. In this paper, we introduce the theory of customer value into the development of public welfare tourism in China, and try to study it from the perspective of perceived value of public welfare tourists. In the study, this paper selected Wenchuan as a public interest tourism destination for empirical research, first introduced the general situation of Wenchuan and the current development of public welfare tourism. Then combined with the actual situation of local public welfare tourism put forward 30 public welfare tourists perceived value elements and through the questionnaire survey and statistical SPSS analysis 7 factors including the personalized value of public welfare tourism basic conditions. Perception of economic costs, perceived non-monetary costs and emotional value, and established a model of factors affecting perceived value of public welfare tourists. The main purpose of identification analysis is to identify the differences in the importance and expressiveness of each perceptual value element by using the IPA grid diagram method. This paper identifies the product features and perceived non-monetary costs that need to be improved urgently. Finally, by analyzing and summarizing the current situation and the causes of the destination public welfare tourism, this paper puts forward the countermeasures to enhance the perceived value of the public welfare tourists, and at the same time, the research of this paper also provides some reference for the development of the public welfare tourism in other areas of our country.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7
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