景区旅游供应链管理对游客推荐意愿和支付意愿的影响研究

发布时间：2018-12-20 14:02

【摘要】：经济全球化和信息技术的迅猛发展要求旅游业在瞬息万变的环境中能够迅速做出反应,这就需要旅游企业、政府部门和相关行业加强合作与联系,形成完整的供应链体系,有效提高市场竞争能力。同时,目前的旅游消费市场也由卖方市场转向买方市场,旅游者更加关注产品的价值,旅游者需求也逐渐向个性化和多元化趋势发展,因此,为满足旅游市场需求,提高游客满意度,旅游企业必须生产出高附加值、差异化的旅游产品。这就对旅游景区提出了新的挑战,传统的标准化旅游产品和服务模式已经难以满足游客的需求,而景区旅游供应链管理模式的开展,为解决这一问题提供了新的途径。在这种背景下,本研究采用实证主义分析方法,通过对国内外有关旅游供应链及游客满意度、行为意愿的文献综述,构建起景区旅游供应链管理对游客推荐意愿、支付意愿的关系理论模型。以武汉东湖听涛风景区为研究案例,采用实地问卷和访谈调查,并根据实地调研所获得的一手数据资料,通过SPSS11.5统计软件、AMOS17.0统计软件,采用因子分析、相关分析、单因素方差分析、独立样本T检验以及结构方程模型等多种数理统计方法对调查数据进行分析,得出以下结论： (1)通过探索性因子分析,得到景区旅游供应链管理的4个构成因子,即旅游市场与信息管理因子、旅游软硬件设施供应因子、旅游环境与资源管理因子、旅游商品供应因子。 (2)通过结构方程模型分析景区旅游供应链管理对游客满意度具有显著影响；同时旅游环境与资源管理对游客推荐意愿有显著的正向影响；旅游商品供应对游客支付意愿有显著的正向影响。 (3)大多数个人属性特征与游客满意度、推荐意愿和支付意愿之间并不存在显著性差异,说明游客个人属性特征并不能有效的阐述对游客满意度及行为意愿的影响。文章最后根据研究结果给出了相应的管理对策。
[Abstract]:The rapid development of economic globalization and information technology require the tourism industry to respond rapidly in the rapidly changing environment, which requires the tourism enterprises, government departments and related industries to strengthen cooperation and contact to form a complete supply chain system. Effectively improve the competitiveness of the market. At the same time, the current tourist consumption market has also shifted from the seller's market to the buyer's market. Tourists pay more attention to the value of the products, and the tourist demand is gradually developing towards the trend of individuation and diversification. Therefore, in order to meet the needs of the tourism market, To improve tourist satisfaction, tourism enterprises must produce high added-value and differentiated tourism products. The traditional standardized tourism products and service models have been difficult to meet the needs of tourists, and the development of tourism supply chain management mode provides a new way to solve this problem. Under this background, this research adopts the positivism analysis method, through the domestic and foreign literature review about the tourism supply chain, the tourist satisfaction degree, the behavior will, constructs the scenic spot tourism supply chain management to recommend the desire to the tourist. The relationship theory model of willingness to pay. Taking the Donghu Lake listening to Tao Scenic spot in Wuhan as a case study, using field questionnaire and interview survey, and according to the primary data obtained from field investigation, through SPSS11.5 statistical software, AMOS17.0 statistical software, factor analysis, correlation analysis, Single factor variance analysis, independent sample T test and structural equation model are used to analyze the survey data. The conclusions are as follows: (1) by exploratory factor analysis, Four factors of tourism supply chain management in scenic spots are obtained: tourism market and information management factor, tourism hardware and software facilities supply factor, tourism environment and resource management factor, tourism commodity supply factor. (2) through structural equation model, it is analyzed that tourism supply chain management has significant influence on tourist satisfaction, and tourism environment and resource management have significant positive influence on tourist recommendation intention. Tourism commodity supply has a significant positive impact on tourists' willingness to pay. (3) there is no significant difference between the majority of personal attributes and tourists' satisfaction, recommendation and willingness to pay, which indicates that the characteristics of personal attributes of tourists can not effectively explain the impact on tourists' satisfaction and behavior intention. Finally, according to the research results, the paper gives the corresponding management countermeasures.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.6;F224

【参考文献】