中文摘要：

以景区自然灾害发生后,基于交通成本的营销策略为例,探讨不同交通成本对恢复顾客旅游意愿的影响。将交通成本属性界定为货币成本、时间成本以及额外利益三类。分析结果表明,三种不同类别的成本都会对顾客的旅游意愿产生显著的影响,并且影响顾客旅游意愿最为敏感的因素可能是货币成本。研究还发现各类成本的变化与顾客旅游意愿变化之间的关系可能存在一定的规律性。

英文摘要：

This study explores the effects of different traffic costs on willingness of customers after natural disas- ter in scenic region. This study divides traffic cost into three parts with different attributes, monetary cost, time cost and perceived benefit. The results show that the three costs with different attributes are the apparent factors of affecting the willingness of customers, and the most sensitive factor is probably the monetary cost. Meanwhile, this study also finds there are probably laws between willingness of customers and different kinds of costs.