基于游客认知的旅游景区社会责任研究

发布时间：2018-05-08 20:05

本文选题：旅游景区 + 社会责任　；参考：《华南理工大学》2013年硕士论文

【摘要】：企业社会责任已经受到越来越多的重视，社会各界更加强烈地要求旅游企业承担社会责任，旅游景区也意识到履行社会责任的重要性。但是作为核心利益相关者之一的游客，他们认知的旅游景区社会责任是怎样的？他们对社会责任的评价是否会对景区形象产生影响呢？据此，本研究从游客认知的角度，研究旅游景区的社会责任，以及社会责任对景区形象的影响，，以期望对旅游发展提供有益的参考。本研究综合运用文献综述、访谈、问卷调查和spss分析等方法。回收了276份有效问卷，通过对数据的分析，得出游客认知的旅游景区社会责任包括员工责任、社区责任、环境责任、游客责任四方面；年旅游次数不同的游客，在旅游旅游景区社会责任的重视程度上存在着差异；景区形象包括认知形象和情感形象。并经过回归分析，发现旅游景区承担游客责任、环境责任和员工责任对游客感知的景区认知形象有显著正影响作用；承担社区责任和游客责任对景区情感形象存在显著正影响作用。根据分析结果，本研究为旅游企业提出一些相关建议：旅游景区应该提高社会责任意识；旅游景区企业应多渠道积极地承担社会责任；将旅游景区承担社会责任的活动融入到景区形象的构建和营销中；通过信息披露平台和传播媒介加强对旅游企业社会责任的信息传播。
[Abstract]:Corporate social responsibility (CSR) has been paid more and more attention. Tourism enterprises are strongly requested to bear social responsibility and tourism scenic spots are aware of the importance of fulfilling social responsibility. However, as one of the core stakeholders of tourists, what is their perceived social responsibility of tourist attractions? Will their assessment of social responsibility have an impact on the image of the scenic spot? From the perspective of tourists' cognition, this study studies the social responsibility of tourist attractions and the impact of social responsibility on the image of scenic spots, in order to provide a useful reference for the development of tourism. In this study, literature review, interviews, questionnaires and spss analysis were used. Based on the analysis of the data, it is concluded that the social responsibility of tourist attractions includes employee responsibility, community responsibility, environmental responsibility and tourist responsibility. There are differences in the importance of social responsibility in tourism scenic spots, which include cognitive image and emotional image. Through regression analysis, it is found that the responsibility of tourists, the responsibility of environment and the responsibility of employees have a significant positive effect on the cognitive image of scenic spots perceived by tourists. Community responsibility and tourist responsibility have a significant positive effect on the emotional image of scenic spot. According to the analysis results, this study puts forward some relevant suggestions for tourism enterprises: tourism scenic areas should enhance the awareness of social responsibility, tourism scenic areas enterprises should actively undertake social responsibility through multiple channels; The social responsibility activities of tourist attractions are integrated into the construction and marketing of scenic spots image, and the information dissemination of tourism enterprises' social responsibility is strengthened through the information disclosure platform and the media.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.1

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