基于儒家文化价值观视角下的游客旅游购物风格研究——以西安市国内游客为例  

Study on Shopping Style of Tourist Based on Confucian Cultural Values

作　　者：杨瑞[1] 

机构地区：[1]西安文理学院旅游与环境系,陕西西安710065

出　　处：《安徽农业科学》2011年第9期5501-5504,5627,共5页Journal of Anhui Agricultural Sciences

基　　金：西安市社会科学院资助项目(09W24)

摘　　要：以儒家文化价值观为研究的切入点,以西安国内游客为研究对象,运用多元逐步回归方程的方法,揭示出儒家文化价值观对游客购物决策风格有着显著影响,主要表现在:"家庭声誉型"、"行为与身份相符型"及"无私与进取型",分别对"决策困惑与冲动型"、"购物成熟型"和"谨慎与实用型"、"追求新奇与自主型"购物决策风格有显著影响,并提出了旅游市场细分及营销策略建议。Confucian cultural value was viewed as the entry point of study,moreover,domestic tourists in Xi＇an was taken as the research object,at the same time,based on the multiple stepwise regression equation,the effects of Confucian cultural value on tourist shopping decision-making style were revealed remarkably and main features were： ＂family＇s reputation-based＂,＂act in line with the identity-type＂ and ＂selfless and aggressive＂ of Confucian cultural values had significant effect on ＂confusion and impulsive decision-making＂,＂shopping mature＂ and ＂cautious and practical＂,＂the pursuit of novelty and self-type＂ of shopping decision-making style.Finally,tourism market segmentation and marketing strategies were put forward.

关 键 词：儒家文化价值观 游客购物决策风格 西安市国内游客 因子分析 

分 类 号：F592[经济管理—旅游管理]