基于旅游者视角的旅游购物顾客关系品质研究

发布时间：2018-01-16 17:38

本文关键词：基于旅游者视角的旅游购物顾客关系品质研究　出处：《陕西师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：在很多旅游业发达的地区或国家,旅游购物的收入已成为决定旅游业效益的重要因素。旅游购物的收入要占到旅游总收入的平均比重要达到40%左右,个别地区(如香港)比重更高,可达到50-55%。而在我国,旅游购物的收益比重远远达不到这个标准,实际收入和预期希望之间差异较大,值得思考和研究。旅游购物活动理论研究框架的三大部分：旅游商品、购物设施和人员。其中,针对旅游购物从业人员的研究较少,尤其是深入细化的探讨。而旅游购物人员是旅游活动中能动性最强的部分,也是最难把握的方面。因此,在旅游发展和旅游购物学界研究的大背景下,本研究选定了旅游购物消费者行为学和顾客关系管理结合的全新视角,对旅游购物顾客关系品质进行探讨。本选题的主要目标有：①在相关文献分析的基础之上,提取相关的理论要素,进一步明确和界定旅游购物顾客关系研究的主要理论要素,建立旅游购物顾客关系品质研究的理论框架和模型；②确定实证研究区域,形成旅游购物顾客关系品质的评价体系,完成量化衡量,实现理论分析与实证研究的结合；③完成旅游购物顾客关系的理论提升,明确不同旅游者对购物顾客关系的特殊态度和一般态度,明晰提升关系融洽度的因素。在现有文献的系统分析和评价的基础上,得出消费者行为学和顾客关系管理学研究的主要描述和衡量因素,进而结合旅游购物活动的特性,确定了旅游购物顾客关系品质研究理论模型中的六个潜在变量：信任、冲突、满意度、关系评价、关系融洽度和忠诚度,构建旅游购物顾客关系品质研究的理论模型。通过实证调研和数据分析,进一步得出了研究的相关结论。本研究的主要结论有：①旅游购物顾客关系中,情境体验感知对心理评价的影响显著程度较低,信任对满意度的影响显著,而冲突对关系评价的影响显著,故旅游者的事前认知对旅游购物顾客关系的影响显著；②心理评价程度对旅游购物的影响显著程度较高,较高的满意度才能有较高的顾客关系忠诚度,而满意度和关系评价对顾客关系融洽度和忠诚度的影响作用相当,故只有提高满意度才能使旅游购物的后续发展更加有力；③潜在变量信任、满意度、关系评价和关系融洽度的观测指标的反映能力均较强,而冲突、忠诚度的部分观测指标反映能力较弱；④不同旅游者对购物顾客关系的反应和态度会有所差异,因此可以把旅游者分为谨慎型、敏感型、宽容型和极端型四大类型,从而认识旅游者对待主客交往的一般态度和特殊态度；⑤明晰提升关系融洽度和忠诚度的因素,勇于面对主客交往,正确认识主客关系,不能小觑每一次主客交往可能产生的蝴蝶效应。满意度和关系评价共同影响旅游者的购物决策行为,但有购物行为,其后续忠诚度并不一定会提升,提升满意度才能真正提升旅游者的忠诚度,形成良好口碑。本文的创新之处：①本研究中,结合消费者行为学和顾客关系管理学对旅游购物进行研究,是全新的视角。在此研究视角下,构建旅游购物顾客关系品质的研究模型,并进行实证调研以对旅游购物顾客关系进行深入研究；②顾客关系管理理论已对众多细分市场进行了研究。旅游购物活动具有地理差异、风险性大、价值抽象和波动性强等特点。因此,对旅游购物市场进行顾客关系管理研究,是其细分市场研究的进一步深入,是研究对象的创新；③针对不同市场的顾客关系品质的研究会有不同的关注要素和理论模型。对旅游购物顾客关系品质进行内在结构的深入分析,提取其衡量的指标,从而对旅游购物顾客关系品质进行整体性评价,是对顾客关系研究模型的创新。本研究从顾客与销售人员之间关系的层面出发,分析交往的三个阶段,将旅游购物主客关系解构为六个要素。
[Abstract]:The tourism industry in many developed regions or countries, the income of the tourism shopping has become an important factor in determining the benefits of tourism. Tourism shopping income accounted for the total tourism income of average ratio reached 40%, individual regions (such as Hongkong) a higher proportion can reach 50-55%., while in China, tourism shopping income the proportion is far less than this standard, the actual income and the expected difference between the larger, it is worth thinking and research.
Most of the three theory framework for tourism shopping activity: tourist goods, shopping facilities and personnel. Among them, the research of tourism shopping practitioners less, especially on further refinement. And tourism shopping staff is the most dynamic part of the tourism activities, is also the most difficult to grasp. Thus, the background of academic research in the tourism development and tourism shopping, tourism shopping, this study selected a new perspective of combining consumer behavior and customer relationship management, discusses the customer relationship quality of tourism shopping.
The main goal of this topic is: Based on the analysis of the relevant literature, extracting relevant theoretical elements, the main elements of the theory to further clarify and define the relationship between customer shopping tourism, theoretical framework and model of customer relationship quality of tourism shopping; 2 is an empirical study on regional tourism shopping, forming customer relationship quality evaluation system, complete quantitative measure to realize the combination of theoretical analysis and empirical research; the complete customer relationship of tourism shopping theory, special attitude clear different tourists to shopping customers and the general attitude, clarify the factors that promote the degree of harmonious relationship.
On the basis of system analysis and evaluation of the existing literature on the main description that consumer behavior and customer relationship management research and the factors, and then combined with the characteristics of tourism shopping activities, identified six potential quality research theories of customer relationship model of tourism shopping in variables: trust, conflict, satisfaction, relationship evaluation. The degree of harmonious relationship and loyalty, the theoretical model of customer relationship quality tourism shopping. Through the analysis of empirical research and data, further the conclusion of research.
The main conclusions of this study are as follows: tourism shopping customer relationship, situational experience influence perceived psychological evaluation of the significant degree is low, the impact of trust on satisfaction is significant, while the impact of conflicts on the relationship between the evaluation of the effect significantly, so prior cognitive tourist relationship on customer shopping tourism is significant; the influence degree of the psychological evaluation in tourism shopping is significantly higher degree of satisfaction to high customer loyalty, while the influence on customer satisfaction and relationship evaluation degree of harmonious relationship and loyalty acts, so only to improve the degree of satisfaction to the subsequent development of tourism shopping is more powerful; the latent variables of trust, satisfaction, rapport and relationship degree evaluation the observation index reflects the ability are strong, and conflict, loyalty index to reflect the partial observation ability is weak; the different tourists to shopping customers off The reaction and attitude will be different, so we can take the tourists into cautious, sensitive, tolerant and extreme type four types, the general attitude to understanding tourists to host guest interaction and special factors, clear attitude; enhance the degree of harmonious relationship and loyalty, courage to face the host guest interaction, a correct understanding of subject and object the relationship can not be underestimated, the butterfly effect every time the host guest interaction. The possible evaluation of satisfaction and influence the decision-making behavior of tourism shopping, but shopping behavior, its subsequent loyalty does not necessarily improve, improve satisfaction can really enhance the loyalty of tourists, to form a good reputation.
The innovation of this paper: in this study, combined with the theory of consumer behavior and customer relationship management research of tourism shopping is a new perspective. This perspective, study on constructing the model of customer relationship quality of tourism shopping, and empirical research to conduct in-depth research on the tourism shopping customer relationship; customer relationship management the theory has been studied in many market segments. Tourism shopping activities with geographic differences, risk, value and volatility and other characteristics. Therefore, research on customer relationship management of the tourism shopping market is further the market segmentation research, is the innovation of the research object; the research on different market customers relationship quality was concerned elements and different theoretical models. The in-depth analysis of the internal structure of the customer relationship quality of tourism shopping, extract the measure The overall evaluation of customer relationship quality of tourism shopping is the innovation of customer relationship research model. Based on the relationship between customers and salesmen, this paper analyzes the three stages of communication, and deconstructs the relationship between tourists and customers into six elements.

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F274;F224

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