灾后旅游市场赢回策略影响研究——基于汶川地震后四川旅游的实证  

Study on the Impact of Tourists' Winning-back Tactics after Disasters——Based on the Empirical Study of Tourism in Sichuan Province after Wenchuan Earthquake

作　　者：刘世明[1] 李蔚[2] 

机构地区：[1]琼台师范高等专科学校政管系,海南海口571127 [2]四川大学工商管理学院,四川成都610064

出　　处：《旅游学刊》2011年第12期41-48,共8页Tourism Tribune

基　　金：国家自然科学基金(71072067)资助~~

摘　　要：严重自然灾难发生后,灾难地景区虽然采取了诸多措施以重新赢回游客,但是这些策略是否有效,在现有的文献中尚缺乏实证研究。本文在灾后游客流失原因与旅游意愿关系研究的基础上,引入安全策略、价格策略、体验策略、情感策略,并实证检验了4种赢回策略对灾后流失原因和旅游意愿关系的影响。After severe natural disasters, though many measures were taken in disaster-stricken scenic areas to try winning back tourists, we still lack empirical studies in existing literature to prove whether these tactics are efficient or not. The paper, based on the study of the cause of the loss of tourists after disasters and tour intention relationship, tries to introduce four winning-back tactics including safety, price, experience and emotion and testify the impact of these tactics on the cause of losing factors after disasters and their relationship with tour intention.

关 键 词：赢回策略 流失原因 旅游意愿 灾后旅游 

分 类 号：F592.7[经济管理—旅游管理]