旅游商品购买行为影响因素研究
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摘要
旅游业是国家经济发展的支柱产业之一,是综合性强、创汇创收能力强的产业。旅游商品是旅游业的重要组成部分,对增加旅游地收入、传播旅游地文化、扩大就业途径、带动相关产业发展、满足旅游者购买需求等方面有重要的作用。然而,和世界上许多旅游业发达的国家和地区相比,购物是中国旅游业发展的一个薄弱环节。旅游者作为购买旅游商品的主体,研究其购买行为可以把握游客心理,以更好地促进旅游商品的发展。
论文内容主要涉及需求层次理论、双因素理论及暗箱理论等相关学科理论,文章采用了文献分析法、实地调查法和统计分析法等研究方法,从理论研究入手,理论与实践相结合。
论文通过对旅游商品购买行为理论进行探析后,分析了一般商品购买行为模式与旅游产品购买行为模式,以此为借鉴依据,构建出旅游商品购买行为影响因素模型,该模型由五大影响因素组成,分别是商品因素、心理因素、相关群体因素、环境因素和个人因素。接着用统计软件对调查来的数据进行因子分析、描述统计分析、相关性分析、回归分析和方差分析:通过因子分析验证模型的有效性;通过描述统计分析、相关性分析、回归分析研究商品因素、心理因素、相关群体因素和环境因素对旅游商品购买行为的影响程度,研究的结果显示,旅游者购买旅游商品的五大因素的影响程度分别为:商品因素显著性最强,心理因素显著性次之,相关群体显著性第三,环境因素显著性最弱;通过方差分析研究个人因素与旅游商品购买行为的关系及影响程度,研究结果显示,个人因素与旅游商品购买行为之间存在显著差异,其影响程度由大到小依次为文化水平、年龄、职业、月均收入和性别。
在确定了模型的有效性后,论文针对影响旅游商品购买行为的五大因素进行了市场需求调查,在问卷调查研究的基础上,分析了福州市旅游商品购买行为存在的问题。最后,文章在实证分析的基础上,有针对性地提出了福州市旅游商品的发展对策。
Tourism is one of the national economic development of the pillar industries, is a comprehensive and exchange revenue ability strong industry. Tourism commodity is an important part of tourist industry, take an important role in increasing tourist revenue, disseminating tourist culture, expanding employment approach, driving the relative industries development, satisfying tourists purchase requirements etc. However, compare with the majority of the world's tourism developed countries and regions, purchasing is a weak links of China tourism development. As a subject of purchasing tourism commodity, study tourists purchase behavior can grasp tourist psychology, better promote tourism commodity development.
The thesis mainly involves related discipline theory such as Needs hierarchy theory, double factors theory and Box-ticking theory and so on, research methods include Document analysis, Actual investigation and Statistical analysis and so on, start from the theory research and combine theory with practice.
The thesis through analysis tourism commodity purchase behavior theory, analysis general commodity purchase behavior mode and tourism product purchase behavior mode, as it for reference, constructing tourism commodity purchase behavior influence factors mode, it composed by five factors, commodity factors, psychological factors, related groups factors, environmental factors and personal factors respectively. Then use statistical software analysis data from survey by factor analysis, describe statistical analysis, correlation analysis, regression analysis and variance analysis: through the factor analysis verify the validity of the model; Through describe statistical analysis, correlation analysis, regression analysis research commodity factors, psychological factors, related groups factors and environmental factors to tourism commodity purchase behavior Influence degree, the study result shows that the five factors influence degree of tourists purchase tourist commodity is: commodity factors significant are the strongest, psychological factors on the second, related groups factors on the third, environmental factors significant are the weakest. Through variance analysis research the relationship and influence degree between personal factors and tourism commodity purchase behavior, the study result shows that there are Significant differences between personal factors and tourism commodity purchase behavior, the influence degree from strong to weak is cultural level, age, professional, standard income and gender.
After determine the effectiveness of the model, the thesis according to the five factors that affect tourism commodity purchase behavior, the thesis conducted market demand survey, on the basis of questionnaire research, analyzing the problems of tourism commodity purchase behavior in Fuzhou. Finally, base on the basis of empirical analysis, pertinently put forward the Fuzhou tourism commodity development countermeasures.
论文内容主要涉及需求层次理论、双因素理论及暗箱理论等相关学科理论,文章采用了文献分析法、实地调查法和统计分析法等研究方法,从理论研究入手,理论与实践相结合。
论文通过对旅游商品购买行为理论进行探析后,分析了一般商品购买行为模式与旅游产品购买行为模式,以此为借鉴依据,构建出旅游商品购买行为影响因素模型,该模型由五大影响因素组成,分别是商品因素、心理因素、相关群体因素、环境因素和个人因素。接着用统计软件对调查来的数据进行因子分析、描述统计分析、相关性分析、回归分析和方差分析:通过因子分析验证模型的有效性;通过描述统计分析、相关性分析、回归分析研究商品因素、心理因素、相关群体因素和环境因素对旅游商品购买行为的影响程度,研究的结果显示,旅游者购买旅游商品的五大因素的影响程度分别为:商品因素显著性最强,心理因素显著性次之,相关群体显著性第三,环境因素显著性最弱;通过方差分析研究个人因素与旅游商品购买行为的关系及影响程度,研究结果显示,个人因素与旅游商品购买行为之间存在显著差异,其影响程度由大到小依次为文化水平、年龄、职业、月均收入和性别。
在确定了模型的有效性后,论文针对影响旅游商品购买行为的五大因素进行了市场需求调查,在问卷调查研究的基础上,分析了福州市旅游商品购买行为存在的问题。最后,文章在实证分析的基础上,有针对性地提出了福州市旅游商品的发展对策。
Tourism is one of the national economic development of the pillar industries, is a comprehensive and exchange revenue ability strong industry. Tourism commodity is an important part of tourist industry, take an important role in increasing tourist revenue, disseminating tourist culture, expanding employment approach, driving the relative industries development, satisfying tourists purchase requirements etc. However, compare with the majority of the world's tourism developed countries and regions, purchasing is a weak links of China tourism development. As a subject of purchasing tourism commodity, study tourists purchase behavior can grasp tourist psychology, better promote tourism commodity development.
The thesis mainly involves related discipline theory such as Needs hierarchy theory, double factors theory and Box-ticking theory and so on, research methods include Document analysis, Actual investigation and Statistical analysis and so on, start from the theory research and combine theory with practice.
The thesis through analysis tourism commodity purchase behavior theory, analysis general commodity purchase behavior mode and tourism product purchase behavior mode, as it for reference, constructing tourism commodity purchase behavior influence factors mode, it composed by five factors, commodity factors, psychological factors, related groups factors, environmental factors and personal factors respectively. Then use statistical software analysis data from survey by factor analysis, describe statistical analysis, correlation analysis, regression analysis and variance analysis: through the factor analysis verify the validity of the model; Through describe statistical analysis, correlation analysis, regression analysis research commodity factors, psychological factors, related groups factors and environmental factors to tourism commodity purchase behavior Influence degree, the study result shows that the five factors influence degree of tourists purchase tourist commodity is: commodity factors significant are the strongest, psychological factors on the second, related groups factors on the third, environmental factors significant are the weakest. Through variance analysis research the relationship and influence degree between personal factors and tourism commodity purchase behavior, the study result shows that there are Significant differences between personal factors and tourism commodity purchase behavior, the influence degree from strong to weak is cultural level, age, professional, standard income and gender.
After determine the effectiveness of the model, the thesis according to the five factors that affect tourism commodity purchase behavior, the thesis conducted market demand survey, on the basis of questionnaire research, analyzing the problems of tourism commodity purchase behavior in Fuzhou. Finally, base on the basis of empirical analysis, pertinently put forward the Fuzhou tourism commodity development countermeasures.
引文
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