公众参与上海旅游节的客观影响因素研究

发布时间：2018-09-12 16:52

【摘要】：随着旅游业的深入发展，举国上下，，举办各种各样的旅游节庆活动可谓是如火如荼，势不可挡。但纵观国内现有旅游节庆，能够呈现出成千上万人扶老携幼、结伴前往的这种普天同庆、万民同乐节日气氛的旅游节为数尚少，缺乏广泛的民众参与是国内大多旅游节庆存在的重要问题。本文以外界好评如潮的上海旅游节为研究对象，通过参与、观察、访问等方式，在了解其公众参与不足的现状之后，试图从上海旅游节本体的角度出发，寻找影响公众参与上海旅游节的客观因素。为此作者基于文献回顾及专家意见法，在前人有关公众参与旅游及大型事件活动研究的基础上提取了可能影响公众做出参与上海旅游节决策的主要因素；结合消费者购买决策理论模型绘制出公众参与旅游节决策流程图（见图3－3）；构建了公众参与上海旅游节的客观影响因子假设模型。其后，通过问卷调查收集数据，利用因子分析的方法提取影响公众参与上海旅游节的六大公共影响因子，即旅游节基本因子、旅游节文化因子、旅游节内容因子、旅游节营销因子、他人影响因子、旅游节举办地因子，并对各公共因子及单个因子的影响程度进行评估。再次，通过方差分析检验各大因素对不同特征的个体影响是否存在显著差异，结果表明，不同性别、不同年龄、不同收入、不同受教育水平、不同常住地等不同特征的公众所关注的因子是有显著差异的，其主要差异在于：一是他人影响因素对男女公众做出是否参与上海旅游节决策的影响程度存在差异；二是不同年龄区间的公众受旅游节内容及旅游节文化因素的影响存在显著性差异；三是月收入不同的公众在做出参与上海旅游节的决策时受旅游节基本因素的影响存在差异；四是旅游节文化因素、举办地因素和他人影响因素对不同受教育程度的公众是否参与上海旅游节的影响存在差异；五是旅游节举办地因素对公众参与上海旅游节的影响受公众常住地的不同而存在差异。最后，综合因子分析及方差分析的结果，构建出公众参与上海旅游节的客观影响因素体系模型。本文研究重点在于阐述致使公众做出参与上海旅游节决策的主要客观影响因素，并通过方差分析法分析各类因素与公众个体特征的关系，进而找到上海旅游节的核心作用力及作用途径，并思考如何就影响公众做出参与决策的核心点进行提升，以期更好的指导上海旅游节的发展。本文的创新点在于将参与上海旅游节的公众视为消费者，借用消费者购买决策行为模型，分析公众在做出参与上海旅游节的决策时受到内外部非主观因素的影响，也即消费者购买决策行为模型中的诱因，从而找出旅游节本身及其相关外在因素对公众做出参与决策的影响程度及关键影响点。
[Abstract]:With the further development of tourism, all over the country, the holding of a variety of tourism festivals is in full swing, unstoppable. However, throughout the existing domestic tourism festivals, thousands of people are able to support the young and the old, and there are still a small number of tourism festivals accompanied by the people and the atmosphere of the festival. Lack of extensive popular participation is an important problem in most domestic tourism festivals. This paper takes the highly praised Shanghai Tourism Festival as the research object, through participating, observing, visiting and so on, after understanding the current situation of the lack of public participation, this paper tries to proceed from the angle of the Shanghai Tourism Festival's Noumenon. To find the objective factors that affect the public participation in the Shanghai Tourism Festival. On the basis of literature review and expert opinion, the author extracted the main factors that may affect the decision of public participation in Shanghai Tourism Festival on the basis of previous studies on public participation in tourism and large-scale events. The decision flow chart of public participation tourism festival is drawn according to the consumer purchase decision theory model (see figure 3-3), and the objective impact factor hypothesis model of public participation in Shanghai tourism festival is constructed. Then, through the questionnaire survey to collect the data, using the method of factor analysis to extract the six public influence factors that affect the public participation in the Shanghai Tourism Festival, namely, the basic factors of the tourism festival, the cultural factor of the tourism festival, the content factor of the tourism festival. Tourism festival marketing factors, other factors, tourism festival host factors, and the impact of each public factor and a single factor are evaluated. Thirdly, the analysis of variance is used to test whether there are significant differences in the influence of major factors on individuals with different characteristics. The results show that different gender, different age, different income, different education level, There are significant differences in the factors concerned by the public in different places of residence and other characteristics. The main differences are as follows: first, there are differences in the degree of influence of other influencing factors on the public decision on whether or not to participate in the Shanghai Tourism Festival; Secondly, there are significant differences between the different ages of the public affected by the content of the festival and the cultural factors of the festival, and the third is that the public with different monthly income is affected by the basic factors of the festival when they make the decision to participate in the Shanghai tourism festival. Fourth, the cultural factors of tourism festival, host factors and other factors of influence on the different levels of education of the public whether to participate in the Shanghai Tourism Festival there are differences in the impact; Fifth, the influence of the place of the tourism festival on the public participation in Shanghai tourism festival is different from that of the public. Finally, an objective influencing factor system model for public participation in Shanghai Tourism Festival is established by synthesizing the results of factor analysis and variance analysis. The research focus of this paper is to explain the main objective influencing factors that cause the public to participate in the decision of Shanghai Tourism Festival, and to analyze the relationship between the various factors and the individual characteristics of the public through the method of variance analysis. And then find out the core force and the action way of Shanghai Tourism Festival, and think about how to improve the core point of influencing the public to participate in decision-making, in order to better guide the development of Shanghai Tourism Festival. The innovation of this paper is that the public who participate in the Shanghai Tourism Festival are regarded as consumers, and the decision-making behavior model of consumers is used to analyze that the public is influenced by internal and external non-subjective factors when making decisions to participate in the Shanghai Tourism Festival. In other words, it is the inducement in the behavior model of consumer purchase decision, so as to find out the influence degree and key point of tourism festival itself and related external factors on public participation in decision-making.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F224

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