乡村旅游经营者参与网络营销的意愿及行为研究——基于广西融水、阳朔的调查数据
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摘要
[目的]在大数据时代的网络营销背景下,研究乡村旅游经营者参与网络营销意愿及行为的影响因素,将有助于乡村旅游产品的营销方式与信息化时代结合,从而推动乡村旅游、乡村经济的快速发展,对实施乡村振兴战略具有重要意义。[方法]文章基于计划行为理论,以广西融水、阳朔乡村旅游区的179名乡村旅游经营者的调查数据为例,采用双槛模型对乡村旅游经营者参与网络营销的意愿及行为进行分析。[结果](1)文化程度、收入水平、风险类型、行为态度、主观规范和知觉行为控制对乡村旅游经营者参与网络营销的意愿都有显著的正向影响;(2)家庭人口数量、户主年龄对乡村旅游经营者参与网络营销的意愿都有显著的负向影响;(3)乡村旅游经营者参与网络营销的行为态度、主观规范、知觉行为控制通过参与意愿对乡村旅游经营者的参与行为产生0. 439的正向中介效应。[结论]村旅游经营者的网络营销参与意愿一般,受到主观规范、行为态度和知觉行为控制3个变量的影响,而且是显著的正向影响;同时,3个变量直接通过参与意愿变量,对参与行为产生正向影响(其中参与意愿充当中介变量作用)。
Under the background of network marketing in the era of big data,it will be helpful to combine the marketing mode of rural tourism products with the information age by studying the influencing factors of rural tourism operators' participation in network marketing willingness and behavior. To promote rural tourism and the rapid development of rural economy,it is of great significance to implement the strategy of rural revitalization. Based on the theory of planning behavior and the survey data of 179 rural tour operators in Rongshui and Yangshuo,Guangxi,this research analyzed the willingness and behavior of rural tourism operators to participate in network marketing by using double threshold model. The results show that( 1) The educational level,income level,risk type,behavior attitude,subjective norm and perceptual behavior control all have significant positive effects on the willingness of rural tourism operators to participate in network marketing.( 2) Household population and the age of head of household have a significant negative influence on the willingness of rural tourism operators to participate in network marketing.( 3) Perceptual behavior control has a positive intermediary effect of 0. 439 on rural tourism operators' participation behavior through participation intention. The willingness of rural tourism operators to participate in online marketing is generally influenced by three variables including subjective norm,behavioral attitude and perceptual behavior control,and they are significantly positive. The three variables directly influence the behavior of participation through the variables of willingness to participate( in which the willingness to participate acts as an intermediary variable).
Under the background of network marketing in the era of big data,it will be helpful to combine the marketing mode of rural tourism products with the information age by studying the influencing factors of rural tourism operators' participation in network marketing willingness and behavior. To promote rural tourism and the rapid development of rural economy,it is of great significance to implement the strategy of rural revitalization. Based on the theory of planning behavior and the survey data of 179 rural tour operators in Rongshui and Yangshuo,Guangxi,this research analyzed the willingness and behavior of rural tourism operators to participate in network marketing by using double threshold model. The results show that( 1) The educational level,income level,risk type,behavior attitude,subjective norm and perceptual behavior control all have significant positive effects on the willingness of rural tourism operators to participate in network marketing.( 2) Household population and the age of head of household have a significant negative influence on the willingness of rural tourism operators to participate in network marketing.( 3) Perceptual behavior control has a positive intermediary effect of 0. 439 on rural tourism operators' participation behavior through participation intention. The willingness of rural tourism operators to participate in online marketing is generally influenced by three variables including subjective norm,behavioral attitude and perceptual behavior control,and they are significantly positive. The three variables directly influence the behavior of participation through the variables of willingness to participate( in which the willingness to participate acts as an intermediary variable).
引文
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[3] Brodie,R. J.,Winklhofer,H.,Coviello,N. E.,Johns-ton,W. J. Is e-marketing coming of age? An examination of the penetration of e-marketing and firm performance. Journal of interactive marketing,2007,21(1):2-21.
[4]冯居君.我国农产品网络营销现状及优化策略.中国农业资源与区划,2016,37(10):218-221.
[5]陈晔,李天元,赵帆.目的地网络界面对旅游者体验及品牌形象的影响.旅游学刊,2014,29(10):31-41.
[6]刘旭,骆高远.浅谈乡村旅游的网络营销.科学与管理,2008(1):75-78.
[7]陈晓磬,章海宏.社交媒体的旅游应用研究现状及评述.旅游学刊,2015,30(8):35-43.
[8]梅楠,杨鹏鹏.旅游目的地联合营销网络的构建.人文地理,2010,25(4):147-151.
[9]姚美龙.信息化环境下乡村旅游业发展探究.农村经济与科技,2013,24(9):108-109,107.
[10]许莲.移动互联网环境下的乡村旅游营销策略创新研究.农业经济,2017(3):143-144.
[11]张芸.互联网时代我国乡村旅游产品电子商务营销策略研究.农业经济,2017(9):137-138.
[12]王敏,马纯莉,朱竑.“互联网+”时代下的乡村地方品牌建构——以从化市良口镇三村为例.经济地理,2017,37(1):115-122.
[13] Ajzen I. The theory of planned behavior. Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[14]段文婷,江光荣.计划行为理论述评.心理科学进展,2008,16(2):315-320.
[15] Uysal U,Sirgy M J,Woo E,et al. Quality of life and well-being research in tourism. Tourism Management,2016,53:244-261.
[16]王昶,章锦河.计划行为理论在国内旅游研究中的应用进展与启示.山东师范大学学报(人文社会科学版),2017,62(1):131-139.
[17] Simon F. Consumer adoption of No Junk Mail sticker:An extended planned behavior model assessing the respective role of store flyer attachmentand perceived intrusiveness. Journal of Retailing and Consumer Services,2016(29):12-21.
[18]闫岩.计划行为理论的产生、发展和评述.传播学研究,2014(7):113-129.
[19] Newman C,Henchion M. A double-hurdle model of Irish household expenditure on prepared meals. Journal of Applied Economics,2003,35(9):123-131.
[20] Khamfeua S,Toshiyuki T. Relationship between local resident's perceptions,attitudes and participation towards national protected areas:A casestudy of Phou Khao Khouay national protected area,central Lao PDR. Forest Policy and Economics,2011,21(8):92-100.
(1)数据来源:广西壮族自治区旅游发展委员会官网,自治区旅游发展委员会关于公布2017年度广西四星级(含)以上乡村旅游区(农家乐)名单的通知
[2]阳银娟.网络营销能力对企业创新绩效的影响研究.科研管理,2017,38(5):12-19.
[3] Brodie,R. J.,Winklhofer,H.,Coviello,N. E.,Johns-ton,W. J. Is e-marketing coming of age? An examination of the penetration of e-marketing and firm performance. Journal of interactive marketing,2007,21(1):2-21.
[4]冯居君.我国农产品网络营销现状及优化策略.中国农业资源与区划,2016,37(10):218-221.
[5]陈晔,李天元,赵帆.目的地网络界面对旅游者体验及品牌形象的影响.旅游学刊,2014,29(10):31-41.
[6]刘旭,骆高远.浅谈乡村旅游的网络营销.科学与管理,2008(1):75-78.
[7]陈晓磬,章海宏.社交媒体的旅游应用研究现状及评述.旅游学刊,2015,30(8):35-43.
[8]梅楠,杨鹏鹏.旅游目的地联合营销网络的构建.人文地理,2010,25(4):147-151.
[9]姚美龙.信息化环境下乡村旅游业发展探究.农村经济与科技,2013,24(9):108-109,107.
[10]许莲.移动互联网环境下的乡村旅游营销策略创新研究.农业经济,2017(3):143-144.
[11]张芸.互联网时代我国乡村旅游产品电子商务营销策略研究.农业经济,2017(9):137-138.
[12]王敏,马纯莉,朱竑.“互联网+”时代下的乡村地方品牌建构——以从化市良口镇三村为例.经济地理,2017,37(1):115-122.
[13] Ajzen I. The theory of planned behavior. Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[14]段文婷,江光荣.计划行为理论述评.心理科学进展,2008,16(2):315-320.
[15] Uysal U,Sirgy M J,Woo E,et al. Quality of life and well-being research in tourism. Tourism Management,2016,53:244-261.
[16]王昶,章锦河.计划行为理论在国内旅游研究中的应用进展与启示.山东师范大学学报(人文社会科学版),2017,62(1):131-139.
[17] Simon F. Consumer adoption of No Junk Mail sticker:An extended planned behavior model assessing the respective role of store flyer attachmentand perceived intrusiveness. Journal of Retailing and Consumer Services,2016(29):12-21.
[18]闫岩.计划行为理论的产生、发展和评述.传播学研究,2014(7):113-129.
[19] Newman C,Henchion M. A double-hurdle model of Irish household expenditure on prepared meals. Journal of Applied Economics,2003,35(9):123-131.
[20] Khamfeua S,Toshiyuki T. Relationship between local resident's perceptions,attitudes and participation towards national protected areas:A casestudy of Phou Khao Khouay national protected area,central Lao PDR. Forest Policy and Economics,2011,21(8):92-100.
(1)数据来源:广西壮族自治区旅游发展委员会官网,自治区旅游发展委员会关于公布2017年度广西四星级(含)以上乡村旅游区(农家乐)名单的通知
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