游客网络口碑传播意愿关键影响因素实证研究
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摘要
随着网络时代、体验时代和口碑时代的到来,各行各业越来越重视顾客的消费体验,并想方设法赢得顾客的良好口碑。在新时代背景下,旅游行业更加关注游客的体验和口碑,如何使游客获得高质量的旅游体验,并赢得游客的口碑成为新时期旅游经营管理者的一项重要挑战。旅游活动是旅游主客体之间的互动过程。从游客(旅游主体)的角度是为旅游体验过程,在目的地(旅游客体)角度是为服务接待过程。在旅游体验和服务接待的过程中,游客与目的地之间形成一定的关系质量状况。而游客的口碑传播则是这个互动过程和关系质量状况在游客方面的重要行为结果。在网络时代,口碑传播如虎添翼,具有特别重要的现实和理论意义。本文以赴大连游客为例,实证研究游客网络口碑传播意愿的关键影响因素,以期能为旅游目的地和旅游企业有效管理游客网络口碑提供有益的启示。
首先,通过文献研究,并参考前人的研究成果,结合实际访谈设计出游客网络口碑传播意愿的影响因素量表,对调查问卷进行初试,并对初试问卷量表进行信度和效度检验,形成包括客体映像、主体涉入、旅游体验、主客关系质量,以及人口统计特征在内的五个维度的游客网络口碑传播意愿的影响因素的正式调查问卷；通过对正式问卷量表进行信度和效度检验、描述性统计分析、因子分析,最终确定游客网络口碑传播意愿影响因素的四个变量下的测量尺度,其中客体映像包含四个因子,主体涉入包含三个因子,旅游体验包含三个因子,主客关系质量包含三个因子。实证检验表明,可以用该评估尺度对游客网络口碑传播意愿进行测度。
其次,通过回归分析和结构方程分析,识别出客体映像、主体涉入、旅游体验、主客关系质量四个总体变量对游客网络口碑传播意愿的作用关系,具体表现为：客体映像、主体涉入、旅游体验、主客关系质量对游客网络口碑传播意愿具有显著的正向影响。并且,验证了旅游体验和主客关系质量在客体映像与游客网络口碑传播意愿之间的中介效应,以及旅游体验在主体涉入与游客网络口碑传播意愿之间的中介效应。客体映像通过旅游体验和主客关系质量的中介作用正向影响游客网络口碑传播意愿。主体涉入通过旅游体验的中介作用正向影响游客网络口碑传播意愿。
再次,各维度变量之间的作用机制,表现为：客体映像下四个维度中的三个维度,即旅游景观映像、服务形象、网络平台形象对游客旅游体验的三个维度感官体验、情感体验和精神体验具有显著正向影响；旅游景观映像、服务形象、网络平台形象对主客关系质量的三个维度满意、信任、忠诚具有显著正向影响；以及通过旅游体验和关系质量的中介效应,对游客网络口碑传播意愿具有显著正向影响。主体涉入的三个维度中的两个维度,即动机涉入和人际涉入对旅游体验的三个维度感官体验、情感体验和精神体验具有显著正向影响；并且通过旅游体验的三个维度感官体验、情感体验和精神体验的中介作用对游客网络口碑传播意愿具有显著正向影响。
最后,研究了各变量在人口统计特征上的差异。结果发现,除了性别以外,游客的不同年龄在变量旅游景观映像、人际涉入、情感体验上具有显著差异；游客的不同学历在变量旅游景观映像、网络平台形象、精神体验上存在显著差异；游客的不同家庭人均月收入在变量特别对待形象、情感体验方面存在显著差异；游客有无目的地的旅游经历在变量感官体验、关系信任、网络口碑意愿上存在显著差异。
With the era of Internet, experience and word-of-mouth, all industries pay more and more attention to the customers'consuming experience, and try to win customers'good WOM. In the background of the new era, the tourism industries pay more attention to the tourists'experience and WOM. How to provide tourists with high quality tourism experience, and how to win the WOM of tourists become a major challenge of the new era tourism industries managers. Tourism activities are the process of interaction between tourism subject and object. From the perspective of tourists (tourism subject) it is the process of tourism experience, in the perspective of destination (tourism object) it is the process of service and reception. In the process of tourism experience, service and reception, there exists a certain relationship quality status between tourists and destinations. Then the process and the status would cause tourists' WOM which is the important behavioral outcomes in tourists'aspect. In the Internet age, The internet WOM is even more powerful, and it has a particularly important practical and theoretical significance. The paper, taking tourists to Dalian as an example, empirically analyzes key factors influencing the tourists' internet WOMW, in order to provide useful inspiration for tourism destinations and tourism enterprises to effectively manage tourists' internet WOM.
First of all, the effective factors scale of tourists' internet WOMW is designed through the literature analysis, references to previous studies and combination with the actual interviews. Then the pre-test of the questionnaire is conducted, and the reliability and validity of the questionnaire are tested, therefore, the formal questionnaire of the effective factors is formed, including five dimensions such as the object image, the subject involvement, tourism experience, the quality of the subject-object relationship, as well as demographic characteristics. By formal questionnaire scale reliability and validity testing, descriptive statistics analysis, factors analysis, and ultimately to determine tourists'internet WOMW is influenced by the four variables measurements, including4factors of the object image,3factors of the subject involvement,3factors of tourists'experiences, and3factors of the quality of the subject-object relationship. Empirical tests show that tourists'internet WOMW could be measured by the assessment scale.
Secondly, the4overall variables (including the object image, the subject involvement, tourism experience, and the quality of subject-object relationship) influencing tourists'internet WOMW are identified via the regression analysis and structural equation analysis. Specific performance:the object image. the subject involvement, tourism experience, and the quality of subject-object relationship have significant positive effect on tourists'internet WOMW:And verify the tourism experience and the quality of subject-object relationship mediating effect between the object image and tourists' internet WOMW, and verify travel experience mediating effect between the subject involvement and tourists'internet WOMW. The object image positively impacts on tourists' internet WOMW through the intermediary role of tourism experience and the quality of the subject-object relationship. The subject involvement positively impacts on tourists' internet WOMW through the intermediary role of tourism experience.
Thirdly, the mechanism among the variables are presented as:3of4dimensions of the object image, namely tourism landscape image, the image of the service personnel, and the image of the network platform have positive effect on2of3dimensions of tourism experience (sensory and spiritual experience) and on3dimensions of the quality of subject-object relationship(satisfaction, trust, and loyalty), and also have positive effect on tourists'internet WOMW through the intermediary role of tourism experience and the quality of subject-object relationship.2of3dimensions of the subject involvement, namely the motivation involvement and Interpersonal involvement, have positive effect on3dimensions of tourism experience(sensory, emotional, and spiritual experience), and have positive effect on tourists' internet WOMW through the intermediary role of tourism experience.
Finally, the dissertation also analyzes the differences that demographic characteristics influence on all dimensions variables. The results show that, in addition to gender, all demographic characteristics influence certain dimensions of variables. Tourists of different ages have significant differences in the variable of the tourism landscape image, interpersonal involvement, and the emotional experience. Tourists of different education have significant differences in the variable of the landscape image, the network platform image, and the spiritual experience. Tourists of different family per capita monthly income have significant differences in the variable of the special treat image and the emotional experience. Tourists of different destination tourism experience have significant differences in the variable of the sensory experience, relationships, trust, and tourists'internet WOMW.
首先,通过文献研究,并参考前人的研究成果,结合实际访谈设计出游客网络口碑传播意愿的影响因素量表,对调查问卷进行初试,并对初试问卷量表进行信度和效度检验,形成包括客体映像、主体涉入、旅游体验、主客关系质量,以及人口统计特征在内的五个维度的游客网络口碑传播意愿的影响因素的正式调查问卷；通过对正式问卷量表进行信度和效度检验、描述性统计分析、因子分析,最终确定游客网络口碑传播意愿影响因素的四个变量下的测量尺度,其中客体映像包含四个因子,主体涉入包含三个因子,旅游体验包含三个因子,主客关系质量包含三个因子。实证检验表明,可以用该评估尺度对游客网络口碑传播意愿进行测度。
其次,通过回归分析和结构方程分析,识别出客体映像、主体涉入、旅游体验、主客关系质量四个总体变量对游客网络口碑传播意愿的作用关系,具体表现为：客体映像、主体涉入、旅游体验、主客关系质量对游客网络口碑传播意愿具有显著的正向影响。并且,验证了旅游体验和主客关系质量在客体映像与游客网络口碑传播意愿之间的中介效应,以及旅游体验在主体涉入与游客网络口碑传播意愿之间的中介效应。客体映像通过旅游体验和主客关系质量的中介作用正向影响游客网络口碑传播意愿。主体涉入通过旅游体验的中介作用正向影响游客网络口碑传播意愿。
再次,各维度变量之间的作用机制,表现为：客体映像下四个维度中的三个维度,即旅游景观映像、服务形象、网络平台形象对游客旅游体验的三个维度感官体验、情感体验和精神体验具有显著正向影响；旅游景观映像、服务形象、网络平台形象对主客关系质量的三个维度满意、信任、忠诚具有显著正向影响；以及通过旅游体验和关系质量的中介效应,对游客网络口碑传播意愿具有显著正向影响。主体涉入的三个维度中的两个维度,即动机涉入和人际涉入对旅游体验的三个维度感官体验、情感体验和精神体验具有显著正向影响；并且通过旅游体验的三个维度感官体验、情感体验和精神体验的中介作用对游客网络口碑传播意愿具有显著正向影响。
最后,研究了各变量在人口统计特征上的差异。结果发现,除了性别以外,游客的不同年龄在变量旅游景观映像、人际涉入、情感体验上具有显著差异；游客的不同学历在变量旅游景观映像、网络平台形象、精神体验上存在显著差异；游客的不同家庭人均月收入在变量特别对待形象、情感体验方面存在显著差异；游客有无目的地的旅游经历在变量感官体验、关系信任、网络口碑意愿上存在显著差异。
With the era of Internet, experience and word-of-mouth, all industries pay more and more attention to the customers'consuming experience, and try to win customers'good WOM. In the background of the new era, the tourism industries pay more attention to the tourists'experience and WOM. How to provide tourists with high quality tourism experience, and how to win the WOM of tourists become a major challenge of the new era tourism industries managers. Tourism activities are the process of interaction between tourism subject and object. From the perspective of tourists (tourism subject) it is the process of tourism experience, in the perspective of destination (tourism object) it is the process of service and reception. In the process of tourism experience, service and reception, there exists a certain relationship quality status between tourists and destinations. Then the process and the status would cause tourists' WOM which is the important behavioral outcomes in tourists'aspect. In the Internet age, The internet WOM is even more powerful, and it has a particularly important practical and theoretical significance. The paper, taking tourists to Dalian as an example, empirically analyzes key factors influencing the tourists' internet WOMW, in order to provide useful inspiration for tourism destinations and tourism enterprises to effectively manage tourists' internet WOM.
First of all, the effective factors scale of tourists' internet WOMW is designed through the literature analysis, references to previous studies and combination with the actual interviews. Then the pre-test of the questionnaire is conducted, and the reliability and validity of the questionnaire are tested, therefore, the formal questionnaire of the effective factors is formed, including five dimensions such as the object image, the subject involvement, tourism experience, the quality of the subject-object relationship, as well as demographic characteristics. By formal questionnaire scale reliability and validity testing, descriptive statistics analysis, factors analysis, and ultimately to determine tourists'internet WOMW is influenced by the four variables measurements, including4factors of the object image,3factors of the subject involvement,3factors of tourists'experiences, and3factors of the quality of the subject-object relationship. Empirical tests show that tourists'internet WOMW could be measured by the assessment scale.
Secondly, the4overall variables (including the object image, the subject involvement, tourism experience, and the quality of subject-object relationship) influencing tourists'internet WOMW are identified via the regression analysis and structural equation analysis. Specific performance:the object image. the subject involvement, tourism experience, and the quality of subject-object relationship have significant positive effect on tourists'internet WOMW:And verify the tourism experience and the quality of subject-object relationship mediating effect between the object image and tourists' internet WOMW, and verify travel experience mediating effect between the subject involvement and tourists'internet WOMW. The object image positively impacts on tourists' internet WOMW through the intermediary role of tourism experience and the quality of the subject-object relationship. The subject involvement positively impacts on tourists' internet WOMW through the intermediary role of tourism experience.
Thirdly, the mechanism among the variables are presented as:3of4dimensions of the object image, namely tourism landscape image, the image of the service personnel, and the image of the network platform have positive effect on2of3dimensions of tourism experience (sensory and spiritual experience) and on3dimensions of the quality of subject-object relationship(satisfaction, trust, and loyalty), and also have positive effect on tourists'internet WOMW through the intermediary role of tourism experience and the quality of subject-object relationship.2of3dimensions of the subject involvement, namely the motivation involvement and Interpersonal involvement, have positive effect on3dimensions of tourism experience(sensory, emotional, and spiritual experience), and have positive effect on tourists' internet WOMW through the intermediary role of tourism experience.
Finally, the dissertation also analyzes the differences that demographic characteristics influence on all dimensions variables. The results show that, in addition to gender, all demographic characteristics influence certain dimensions of variables. Tourists of different ages have significant differences in the variable of the tourism landscape image, interpersonal involvement, and the emotional experience. Tourists of different education have significant differences in the variable of the landscape image, the network platform image, and the spiritual experience. Tourists of different family per capita monthly income have significant differences in the variable of the special treat image and the emotional experience. Tourists of different destination tourism experience have significant differences in the variable of the sensory experience, relationships, trust, and tourists'internet WOMW.
引文
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