發(fā)布時(shí)間：2018-08-11 13:03

【摘要】：隨著中國經(jīng)濟(jì)的強(qiáng)勢崛起，旅游產(chǎn)業(yè)也出現(xiàn)蓬勃發(fā)展之勢，加之現(xiàn)代化交通工具日益便捷，越來越多的人把旅游作為一個(gè)重要的娛樂消遣方式，因而各大旅游景區(qū)更加注重如何在游客中樹立起正面的景區(qū)形象。因此，旅游景區(qū)要想在整個(gè)市場中獲得良好的游客口碑就必須從游客的角度來審視自己的景區(qū)形象。 由于當(dāng)今人們旅游知識(shí)的豐富和出游需求的增長，游客對旅游目的地形象的要求也越來也嚴(yán)格，如何讓游客在旅游出行后感受到旅游帶來的滿意體驗(yàn)，增強(qiáng)游客關(guān)于旅游目的地的口碑傳播效果，是本文相關(guān)研究的焦點(diǎn)。已有的國內(nèi)外文獻(xiàn)雖然也有關(guān)于目的地形象對游客出游行為的影響研究，但是本文根據(jù)沈陽當(dāng)?shù)貙?shí)際情況將目的地形象細(xì)化為五個(gè)維度，同時(shí)充分考慮了不同人格特質(zhì)對游客口碑傳播效果的影響，通過對五個(gè)細(xì)分維度與口碑傳播效果相互關(guān)系進(jìn)行研究，可以更好的把握目的地形象對口碑傳播效果的運(yùn)行機(jī)理，進(jìn)一步拓展了有關(guān)旅游目的地形象理論，同時(shí)可以幫助旅游景區(qū)從旅游客角度來打造獨(dú)特的景區(qū)形象，從而有利于旅游景區(qū)科學(xué)有效的采取營銷策略，取得良好經(jīng)濟(jì)效益。 本文以沈陽各旅游景區(qū)作為切入點(diǎn)，從游客的視角出發(fā)，把旅游目的地形象細(xì)分為自然形象、人文形象、服務(wù)形象、價(jià)格形象、娛樂形象等五個(gè)維度，同時(shí)考慮了不同人格特質(zhì)對其影響作用，構(gòu)建出旅游目的地形象與口碑傳播效果的理論模型，并提出本文的相關(guān)假設(shè)。通過對有過旅游體驗(yàn)的游客進(jìn)行實(shí)地問卷調(diào)查，并采用SPSS17.0統(tǒng)計(jì)分析軟件進(jìn)行描述性統(tǒng)計(jì)分析、信度效度分析、相關(guān)分析以及回歸分析，對文中假設(shè)的有效性進(jìn)行驗(yàn)證，最后根據(jù)分析得出研究結(jié)論。 雖然本文對旅游的研究得到一定的研究結(jié)論，但是仍然存在著研究局限和不足。針對本文的不足之處提出未來的研究方向，即可以打破時(shí)間和地域?qū)ρ芯康南拗�，擴(kuò)大問卷的調(diào)查數(shù)量；同時(shí)可以考慮研究具有不同個(gè)體屬性的游客對口碑傳播效果的影響作用；另外，，可以考慮引入中介變量來調(diào)節(jié)自變量和因變量間的關(guān)系。
[Abstract]:With the strong rise of China's economy, the tourism industry is also booming, coupled with the increasing convenience of modern transportation, more and more people regard tourism as an important form of entertainment. As a result, the major scenic spots pay more attention to how to set up a positive image of scenic spots among tourists. Therefore, in order to gain a good reputation in the whole market, the scenic spot must examine its image from the perspective of tourists. Due to the rich knowledge of tourism and the increasing demand for travel, tourists are more and more strict about the image of tourist destination. How to make tourists feel satisfied with the experience brought by tourism after traveling? It is the focus of this paper to enhance the effect of word-of-mouth communication on tourist destinations. Although there are some domestic and foreign literature on the impact of destination image on tourists' traveling behavior, according to the actual situation of Shenyang, the destination image is refined into five dimensions. At the same time, the influence of different personality traits on the effect of word-of-mouth communication of tourists is fully considered. Through the study of the relationship between the five subdivision dimensions and the effect of word-of-mouth communication, we can better grasp the operational mechanism of destination image on the effect of word-of-mouth communication. It further expands the theory of tourism destination image, at the same time, it can help the tourist spot to create a unique image from the perspective of tourist visitors, which is conducive to the scientific and effective adoption of marketing strategies and good economic benefits. In this paper, the tourist destination image is divided into five dimensions: natural image, humanistic image, service image, price image, entertainment image and so on. At the same time, considering the influence of different personality traits on it, a theoretical model of tourism destination image and word-of-mouth communication effect is constructed, and the relevant assumptions of this paper are put forward. Through the field questionnaire survey of tourists who have experienced tourism, and using SPSS17.0 statistical analysis software for descriptive statistical analysis, reliability and validity analysis, correlation analysis and regression analysis, the validity of the hypothesis in this paper is verified. Finally, according to the analysis, the conclusion is drawn. Although the study of tourism in this paper has some conclusions, but there are still limitations and shortcomings. Aiming at the deficiency of this paper, the author puts forward the future research direction, that is, it can break the limitation of time and region to the research and expand the number of questionnaires. At the same time, we can consider the influence of tourists with different individual attributes on the effect of word of mouth communication; in addition, we can consider introducing intermediary variables to adjust the relationship between independent variables and dependent variables.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F590

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