期望理论视角下旅游者出游决策分析-analysis of tourists travel decision - making from the perspective of expectation theory.docxVIP

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期望理论视角下旅游者出游决策分析-analysis of tourists travel decision - making from the perspective of expectation theory.docx

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期望理论视角下旅游者出游决策分析-analysis of tourists travel decision - making from the perspective of expectation theory

AbstractTourismindustryasacomponentelementofnationaleconomyhasbeenplayinganimportantrolecontributingtotheeconomicgrowth.SincetheReformandOpening-up,thetourismindustryhasgainedunprecedenteddevelopmentwhichpowerfullypromotedChinassocialistmodernizationasindustrymarginandindustryradiusexpandedconstantly.TheStateCouncilissuedtheadvicetospeedupthedevelopmentoftourismindustryattheendof2009whichclearlystatedtocultivatetourismindustryintothestrategicpillarindustryofnationaleconomyandpeople’smoresatisfactorymodern-service-industry.Tourismisamarket-orientedindustryandthismarket-orientedfeaturesbecomemoreandmoreprominentinthe21stcentury.Tourismhasconvertedfromanincompletebuyers’-markettoacompletebuyers’-market.Thisshiftimpliesbothchallengesandopportunitiesforthetourismauthorities,tourismsuppliersandtourismdestinations.Toturnchallengesintoopportunitiesweneedtohaveabran-newunderstandingoftourists’travelinglaws.Amongthosetourists’travelinglaws,thetourists’decision-makingrulewithoutadoubtisthefarthestoneawayfromthetouristdestinationandtheleastcontrollableandmostvulnerableone,atthesametimetheonewhichmakesthegreatestcontributiontothetourismindustry.Sohowtoguidetouriststomaketherightdecisionsbecomesanimportantissuetobesolvedofthetourismindustryof21stcentury.Thisarticleisthefirsttrytoanalyzethetourists’decision-makingprocessfromtheperspectiveofExpectancyTheory.Throughcomparingthetourists’decision-makingprocesswiththegeneralstaffmotivationprocesswesuccessfullycapturedthesimilaritiesanddifferencesbetweenthetwoandfoundanewsolutiontotourists’decision-makingprocess.AroundthePerceivedEnvironmentanditsqualitativeandquantitativecharacteristics,IinitiallybuiltupthefullexpressionoftheTouristStimulationandredefinedthetourists’decision-makingprocessastheprocessoftouristsforming,weighingTSesofdifferentpotentialdestinationsthenmakingthefinalchoiceamongthem.Ihopethatthisresearchcouldhelpthosetourismresearchers,tourismauthorities,tourismsuppliersrediscoverthePerceivedEnvironmentanditsstructure,Touris