旅游景区游客感知价值研究――以庐山为例.pdfVIP

要 随着我国旅游业的发展，旅游景区之间的竞争越来越激烈，景区的竞争集 中表现在对客源的争夺上。景区如何可持续地“创造顾客”，确保有持续增长的 游客数量来支撑景区的发展，保持并扩大景区市场份额，已经成为各大景区亟 待解决的难题。与此同时，游客在选择旅游景区时，已把关注的焦点从单一价 格因素转向景区提供的产品总价值 （游客感知利得） 游客消耗的总成本 （游 客感知利失）的差额上。理论上，这个差额被称为游客感知价值。 本文从游客感知价值视角来进行名山大川型综合性旅游景区研究。文章首 先回顾了顾客感知价值和游客感知价值相关研究；然后，通过分析顾客感知价 值的主观性、情境性、层次性、动态性四大特征，并结合旅游产品和旅游体验 的特点，总结出游客感知价值的综合性和审美愉悦性两大特征；接着，从外部 环境因素、旅游景区因素、旅行社因素和旅游者因素四个角度分析了游客感知 价值的主要影响因素，其中游客偏好和游客类型因素是文章选取庐山消遣型游 客进行实证调查的理 基础；再通过对庐山消遣型游客进行问卷调查收集信息， 利用因子分析提取公因子构建游客感知价值驱动维度模型。该驱动维度包括情 感价值维度、货币成本维度、社会价值维度、非货币成本维度、旅游资源价值 维度、旅游支撑系统价值维度、旅游服务价值维度、品牌及安全价值维度八大 维度；最后，通过 IPA 方格图对庐山游客感知价值进行识别，并据此提出提升 庐山游客感知价值的策略。 本文将游客感知价值理 运用到名山大川型综合性旅游景区研究领域并从 游客感知利得和游客感知利失的角度出发，为景区构建竞争优势提供了一个全 新的视角，即游客感知价值视角。 关键词：游客感知价值；驱动维度；游客感知价值识别；庐山景区 1 Abstract Along with the development of tourism industry, the relationship among Tourism attractions have been increasingly competitive, in fact, potential tourists have been the focus of the competition. The tourism attractions are troubled by cruel environment, they must conquer these issues, such as how to create customers, how to obtain sustainable tourists to support the development of the tourism attractions, how to cultivate a competitive advantage, how to expand market shares. Meanwhile, tourists, the real god of the business, have adjusted their attentions from price to tourists perceived value before they leave for trip destinations .tourists perceived value is a term of marketing theory, usually, we regard it as the balance of tourists perceived profit deducting tourists perceived lost. This thesis will concentrate on tourists perceived value in comprehensive tourism attractions. The context follows up : first, summing up the Features of tourists perceived value by analyzing customers perceived value dimension, tourism products dimensio