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旅游信息来源类型对消费者行为意图的影响

ISSN号：1003-2398
期刊名称：《人文地理》
时间：0
分类：F59[经济管理—旅游管理;经济管理—产业经济]
作者机构：[1]北京大学光华管理学院,北京100871, [2]陕西师范大学旅游与环境学院,西安710062
相关基金：国家自然科学基金项目（40901077）;中央高校基本科研业务费专项资金项目（09SZZD06）

关键词：旅游信息来源类型, 广告效果, 阅读时间, 消费者行为意图, 结构方程模型, tourist information source type, advertising effects, reading time, Consumer＇s behavior intention, Structural Equation Model

中文摘要：

如何高效利用和改变消费者对信息来源的判别特点，并使其在营销战略设计中发挥作用，是营销人员重点关注的现实命题。通过了解消费者对信息来源类型的利用程度，营销人员可以运用高效方式来设计和影响传播渠道。本研究在实体化旅游信息来源类型的基础上，通过构建量表实测，定量化分析了旅游信息来源类型对消费者行为意图的影响。结果显示：（1）消费者认知对旅游信息来源类型有明确的界定和划分，不同类型的旅游信息来源会呈现规律的聚类现象；（2）人际传播的旅游信息来源对消费者行为意图仍然发挥着独特的影响作用；（3）有效阅读时间是旅游信息来源类型对消费者行为意图产生影响的重要限制因素；（4）电视和休闲媒介类旅游信息传播效果对消费者行为意图影响不大。该结论对旅游营销广告投放及营销渠道选择均具有一定的参照意义；（5）人口结构特征中，职业和月收入差异对旅游信息来源类型选择影响较大；性别、年龄、教育程度及年出游次数对旅游信息来源类型选择影响较小。

英文摘要：

What marketers focus on the propositions of realities is how to efficiently use and change the dis- criminant characteristics of the information source, and make it play a role in the design of marketing strate- gy. By understanding the types of information sources and consumers＇ use of this information, marketers can use efficient ways to influence and design communication channels. Based on the instantiation of tourist in- formation source type, this study quantitatively analyses the role and impact of tourist information type on consumers＇ behavior intention by constructing a scale. The results show that：（1）consumers＇ cognition has a clear definition and classification on the types of tourist information sources, moreover, different types of in- formation sources present clustering phenomenon; （2）tourist information source of interpersonal communica- tion plays a unique role on consumers＇ behavior; factor which tourist information source type has on （3）the constraint of effective reading time is the influential the consumer behavior intentions; （4） the input and output of TV and recreational media tourist information not proportional, and its transmission effect is not accepted by consumers. The conclusions on the inputs of tourism marketing advertising and the choice of marketing channels have certain reference significances; （5） according to the demographics, occupation and different monthly income have a larger influence to the choice of the tour information style, while sex, age, education and annual frequency of travel influence less.

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