旅游目的地形象对游客口碑传播效果的影响研究
发布时间：2018-08-11 13:03
【摘要】：随着中国经济的强势崛起，旅游产业也出现蓬勃发展之势，加之现代化交通工具日益便捷，越来越多的人把旅游作为一个重要的娱乐消遣方式，因而各大旅游景区更加注重如何在游客中树立起正面的景区形象。因此，旅游景区要想在整个市场中获得良好的游客口碑就必须从游客的角度来审视自己的景区形象。 由于当今人们旅游知识的丰富和出游需求的增长，游客对旅游目的地形象的要求也越来也严格，如何让游客在旅游出行后感受到旅游带来的满意体验，增强游客关于旅游目的地的口碑传播效果，是本文相关研究的焦点。已有的国内外文献虽然也有关于目的地形象对游客出游行为的影响研究，但是本文根据沈阳当地实际情况将目的地形象细化为五个维度，同时充分考虑了不同人格特质对游客口碑传播效果的影响，通过对五个细分维度与口碑传播效果相互关系进行研究，可以更好的把握目的地形象对口碑传播效果的运行机理，进一步拓展了有关旅游目的地形象理论，同时可以帮助旅游景区从旅游客角度来打造独特的景区形象，从而有利于旅游景区科学有效的采取营销策略，取得良好经济效益。 本文以沈阳各旅游景区作为切入点，从游客的视角出发，把旅游目的地形象细分为自然形象、人文形象、服务形象、价格形象、娱乐形象等五个维度，同时考虑了不同人格特质对其影响作用，构建出旅游目的地形象与口碑传播效果的理论模型，并提出本文的相关假设。通过对有过旅游体验的游客进行实地问卷调查，并采用SPSS17.0统计分析软件进行描述性统计分析、信度效度分析、相关分析以及回归分析，对文中假设的有效性进行验证，最后根据分析得出研究结论。 虽然本文对旅游的研究得到一定的研究结论，但是仍然存在着研究局限和不足。针对本文的不足之处提出未来的研究方向，即可以打破时间和地域对研究的限制，扩大问卷的调查数量；同时可以考虑研究具有不同个体属性的游客对口碑传播效果的影响作用；另外，，可以考虑引入中介变量来调节自变量和因变量间的关系。
[Abstract]:With the strong rise of China's economy, the tourism industry is also booming, coupled with the increasing convenience of modern transportation, more and more people regard tourism as an important form of entertainment. As a result, the major scenic spots pay more attention to how to set up a positive image of scenic spots among tourists. Therefore, in order to gain a good reputation in the whole market, the scenic spot must examine its image from the perspective of tourists. Due to the rich knowledge of tourism and the increasing demand for travel, tourists are more and more strict about the image of tourist destination. How to make tourists feel satisfied with the experience brought by tourism after traveling? It is the focus of this paper to enhance the effect of word-of-mouth communication on tourist destinations. Although there are some domestic and foreign literature on the impact of destination image on tourists' traveling behavior, according to the actual situation of Shenyang, the destination image is refined into five dimensions. At the same time, the influence of different personality traits on the effect of word-of-mouth communication of tourists is fully considered. Through the study of the relationship between the five subdivision dimensions and the effect of word-of-mouth communication, we can better grasp the operational mechanism of destination image on the effect of word-of-mouth communication. It further expands the theory of tourism destination image, at the same time, it can help the tourist spot to create a unique image from the perspective of tourist visitors, which is conducive to the scientific and effective adoption of marketing strategies and good economic benefits. In this paper, the tourist destination image is divided into five dimensions: natural image, humanistic image, service image, price image, entertainment image and so on. At the same time, considering the influence of different personality traits on it, a theoretical model of tourism destination image and word-of-mouth communication effect is constructed, and the relevant assumptions of this paper are put forward. Through the field questionnaire survey of tourists who have experienced tourism, and using SPSS17.0 statistical analysis software for descriptive statistical analysis, reliability and validity analysis, correlation analysis and regression analysis, the validity of the hypothesis in this paper is verified. Finally, according to the analysis, the conclusion is drawn. Although the study of tourism in this paper has some conclusions, but there are still limitations and shortcomings. Aiming at the deficiency of this paper, the author puts forward the future research direction, that is, it can break the limitation of time and region to the research and expand the number of questionnaires. At the same time, we can consider the influence of tourists with different individual attributes on the effect of word of mouth communication; in addition, we can consider introducing intermediary variables to adjust the relationship between independent variables and dependent variables.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F590
[Abstract]:With the strong rise of China's economy, the tourism industry is also booming, coupled with the increasing convenience of modern transportation, more and more people regard tourism as an important form of entertainment. As a result, the major scenic spots pay more attention to how to set up a positive image of scenic spots among tourists. Therefore, in order to gain a good reputation in the whole market, the scenic spot must examine its image from the perspective of tourists. Due to the rich knowledge of tourism and the increasing demand for travel, tourists are more and more strict about the image of tourist destination. How to make tourists feel satisfied with the experience brought by tourism after traveling? It is the focus of this paper to enhance the effect of word-of-mouth communication on tourist destinations. Although there are some domestic and foreign literature on the impact of destination image on tourists' traveling behavior, according to the actual situation of Shenyang, the destination image is refined into five dimensions. At the same time, the influence of different personality traits on the effect of word-of-mouth communication of tourists is fully considered. Through the study of the relationship between the five subdivision dimensions and the effect of word-of-mouth communication, we can better grasp the operational mechanism of destination image on the effect of word-of-mouth communication. It further expands the theory of tourism destination image, at the same time, it can help the tourist spot to create a unique image from the perspective of tourist visitors, which is conducive to the scientific and effective adoption of marketing strategies and good economic benefits. In this paper, the tourist destination image is divided into five dimensions: natural image, humanistic image, service image, price image, entertainment image and so on. At the same time, considering the influence of different personality traits on it, a theoretical model of tourism destination image and word-of-mouth communication effect is constructed, and the relevant assumptions of this paper are put forward. Through the field questionnaire survey of tourists who have experienced tourism, and using SPSS17.0 statistical analysis software for descriptive statistical analysis, reliability and validity analysis, correlation analysis and regression analysis, the validity of the hypothesis in this paper is verified. Finally, according to the analysis, the conclusion is drawn. Although the study of tourism in this paper has some conclusions, but there are still limitations and shortcomings. Aiming at the deficiency of this paper, the author puts forward the future research direction, that is, it can break the limitation of time and region to the research and expand the number of questionnaires. At the same time, we can consider the influence of tourists with different individual attributes on the effect of word of mouth communication; in addition, we can consider introducing intermediary variables to adjust the relationship between independent variables and dependent variables.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F590
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