武夷山景區(qū)價格策略對旅游意愿的影響研究
發(fā)布時間:2018-10-30 06:15
【摘要】:結(jié)合當前武夷山旅游景區(qū)價格上漲的背景,基于相關(guān)理論回顧和文獻分析,采取實證研究的方法,本文分析了武夷山旅游景區(qū)市場價格、過去售價、廣告促銷價格與內(nèi)心參考價格的關(guān)系;并探討了市場價格、過去售價、內(nèi)心參考價格、促銷價格對旅游意愿是否具有一定的影響。通過上述關(guān)系的探討,明確武夷山旅游景區(qū)市場價格、過去售價、促銷價格以及內(nèi)心參考價格和旅游意愿之間的內(nèi)在關(guān)系。研究結(jié)果發(fā)現(xiàn):第一,過去售價可以實際應用于旅游產(chǎn)品上。且不論是在團體旅游或半自助旅游產(chǎn)品部分,消費者的內(nèi)心參考價格確實會受到過去售價和促銷價格的影響,但卻不會受到市場價格的影響,此結(jié)果與過去的研究結(jié)論略有差異。第二,武夷山旅游景區(qū)過去售價、促銷價格、內(nèi)心參考價格對旅游意愿具有顯著的負向影響機制。也就是說,不論是在武夷山旅游景區(qū)的團體旅游或半自助旅游產(chǎn)品,消費者體驗到的武夷山旅游景區(qū)過去售價、促銷價格、內(nèi)心參考價格越高,則消費者的旅游意愿越低。第三,內(nèi)心參考價格在過去售價、促銷價格與旅游意愿之間具有一定的中介效果。實證研究結(jié)果表明,武夷山旅游景區(qū)的市場價格、過去售價、促銷價格以及內(nèi)心參考價格對旅游意愿除了具有直接影響之外,過去售價與促銷價格對旅游意愿還通過內(nèi)心參考價格產(chǎn)生間接的影響機制,雖然其傳導機制不明顯,但在營銷中也要關(guān)注這種傳導作用;趯嵶C結(jié)果,結(jié)合武夷山旅游景區(qū)在價格上漲的背景,要善用促銷價格標示方式來提升消費者的旅游意愿。本文的研究成果,在理論上拓展了游客旅游意愿研究的領(lǐng)域,并由此構(gòu)建景區(qū)價格上漲和價格策略與旅游意愿關(guān)系的框架模型,在實踐上指導了武夷山旅游景區(qū)如何設(shè)計合理的價格策略,合理運營漲價模型提升游客的旅游意愿,從而促進武夷山旅游景區(qū)的健康、持續(xù)發(fā)展。
[Abstract]:Combined with the background of the price increase of Wuyishan tourist spot, based on the review of relevant theory and literature analysis, this paper analyzes the market price and past price of Wuyishan tourist spot by the method of empirical research. The relationship between advertising promotion price and inner reference price; The paper also discusses whether market price, past price, inner reference price and promotion price have certain influence on tourism intention. Through the discussion of the above relations, this paper clarifies the inner relationship between the market price, the past price, the promotion price, the inner reference price and the tourism intention of Wuyishan scenic spot. The results show that: first, the past price can be applied to tourism products. Whether in group travel or semi-self-help travel products, consumers' inner reference prices are really affected by past prices and promotional prices, but not by market prices. The results are slightly different from previous studies. Secondly, the past selling price, promotion price and inner reference price of Wuyishan tourist scenic spot have significant negative influence mechanism on tourism intention. That is to say, whether it is group tourism or semi-self-help tourism products in Wuyishan scenic spot, the consumers experience the past selling price, promotion price and inner reference price of Wuyishan tourist spot, the lower the consumer's travel desire. Thirdly, the inner reference price has a certain intermediary effect between the past selling price, the promotion price and the travel intention. The empirical results show that the market price, past selling price, promotion price and inner reference price of Wuyishan tourist spot have direct influence on tourism intention. In the past, selling price and promotion price had indirect influence on tourism intention through inner reference price. Although the transmission mechanism was not obvious, we should pay attention to this transmission function in marketing. Based on the empirical results and in combination with the background of price increase in Wuyishan tourist area, it is necessary to make good use of the promotion price indication to enhance consumers' travel intention. The research results of this paper expand the field of tourists' tourism intention in theory, and build a framework model of the relationship between the price increase and the relationship between price strategy and tourism will. In practice, it instructs how to design reasonable price strategy in Wuyishan scenic area, and how to operate the price increase model reasonably to promote tourists' tourist will, thus promoting the healthy and sustainable development of Wuyishan tourist area.
【學位授予單位】:福建師范大學
【學位級別】:碩士
【學位授予年份】:2016
【分類號】:F592.7;F274
[Abstract]:Combined with the background of the price increase of Wuyishan tourist spot, based on the review of relevant theory and literature analysis, this paper analyzes the market price and past price of Wuyishan tourist spot by the method of empirical research. The relationship between advertising promotion price and inner reference price; The paper also discusses whether market price, past price, inner reference price and promotion price have certain influence on tourism intention. Through the discussion of the above relations, this paper clarifies the inner relationship between the market price, the past price, the promotion price, the inner reference price and the tourism intention of Wuyishan scenic spot. The results show that: first, the past price can be applied to tourism products. Whether in group travel or semi-self-help travel products, consumers' inner reference prices are really affected by past prices and promotional prices, but not by market prices. The results are slightly different from previous studies. Secondly, the past selling price, promotion price and inner reference price of Wuyishan tourist scenic spot have significant negative influence mechanism on tourism intention. That is to say, whether it is group tourism or semi-self-help tourism products in Wuyishan scenic spot, the consumers experience the past selling price, promotion price and inner reference price of Wuyishan tourist spot, the lower the consumer's travel desire. Thirdly, the inner reference price has a certain intermediary effect between the past selling price, the promotion price and the travel intention. The empirical results show that the market price, past selling price, promotion price and inner reference price of Wuyishan tourist spot have direct influence on tourism intention. In the past, selling price and promotion price had indirect influence on tourism intention through inner reference price. Although the transmission mechanism was not obvious, we should pay attention to this transmission function in marketing. Based on the empirical results and in combination with the background of price increase in Wuyishan tourist area, it is necessary to make good use of the promotion price indication to enhance consumers' travel intention. The research results of this paper expand the field of tourists' tourism intention in theory, and build a framework model of the relationship between the price increase and the relationship between price strategy and tourism will. In practice, it instructs how to design reasonable price strategy in Wuyishan scenic area, and how to operate the price increase model reasonably to promote tourists' tourist will, thus promoting the healthy and sustainable development of Wuyishan tourist area.
【學位授予單位】:福建師范大學
【學位級別】:碩士
【學位授予年份】:2016
【分類號】:F592.7;F274
【相似文獻】
相關(guān)期刊論文 前10條
1 張靜;;論文物景區(qū)的旅游功能拓展[J];工會論壇(山東省工會管理干部學院學報);2006年05期
2 黃遠林;;我國旅游景區(qū)品牌經(jīng)營策略研究[J];商場現(xiàn)代化;2007年17期
3 劉婭;胡道華;;旅游景區(qū)解說設(shè)施研究[J];資源開發(fā)與市場;2008年01期
4 劉亢;王金濤;張琴;;重慶整合旅游景區(qū)新徑[J];w,
本文編號:2299144
本文鏈接:http://www.sikaile.net/wenyilunwen/guanggaoshejilunwen/2299144.html
最近更新
教材專著