上海世博会旅游经营商市场感知维度及其行为影响研究  

A Study on Travel Agents' Market Perception and Impact on Behaviors in Shanghai World Expo

作　　者：王朝辉[1] 陆林[1] 夏巧云[1] 

机构地区：[1]安徽师范大学旅游学院,安徽芜湖241003

出　　处：《旅游学刊》2012年第3期43-51,共9页Tourism Tribune

基　　金：国家自然科学基金(40771059);安徽高校人文社科重点基地项目2010sk117)资助~~

摘　　要：文章以上海世博会为例,采用SPSS、AMOS等统计分析软件对全国362家旅行商调查问卷进行统计分析,建构旅行商对重大事件旅游市场感知维度的测量模型,分析不同类型旅行商市场感知的差异性,通过结构方程模型检验市场感知维度对其分销行为的影响。研究表明:①重大事件旅游市场的旅行商感知模型包括事件属性维度、产品属性维度、市场属性维度及市场影响维度等4个测量维度。②国际业务、国内业务旅行商在4个感知维度上均存在显著差异;特许与非特许旅行商在市场属性感知维度上有显著差异,在其他维度上差异不显著;不同地理区域的旅行商在产品属性维度上差异不显著,在其他维度上有显著差异。③旅行商对重大事件旅游市场感知维度中,市场属性维度、市场影响维度对其分销行为存在显著影响,事件属性维度和产品属性维度的影响不显著,市场影响维度是主导其分销行为的主要因素。从旅行商视角研究重大事件旅游市场感知及其分销行为影响,对于重大事件在我国可持续发展及其后续旅游开发具有重要的意义。As a medium in tourist market, travel agents play an important role in distribution and exert regulating effect in the temporal and spatial distribution of tourists flow. Taking 2010 Shanghai World Expo as an example, the research makes an investigation and analysis on 362 World Expo travel agents throughout China （including Hong Kong and Taiwan） from the perspective of business scopes, business types, sizes and market distance. Based on the SPSS and AMOS data analysis software, this paper analyzes the survey data, constructs the measurement model of market perception dimension for travel agents in 2010 Shanghai World Expo, analyzes the perception diversities of different travel agents, and constructs SEM model for market perception dimension of travel agents in mega-event and its distribution behavior, and it further tests and verifies the relationship among them. The research shows that：① The market perception model of travel agents in mega-event consists of four measurement dimensions： the event attribute dimension, the market impact dimension. The travel agents＇ accordingly from market attribute dimension, to to the product attribute dimension respectively. product attribute dimension, the market attribute dimension and the average perception value ranges from the highest to the lowest the event attribute dimension, to the market impact dimension and ② Travel agents of both international and domestic services have significant differences on the four perception dimensions. In the event attribute dimension, international travel agents＇ perception value is higher than domestic travel agents＇. However, in the product attribute dimension, the market attribute dimension and the market impact dimension, domestic travel agents＇ perception value is higher than international travel agents＇. The franchised and non-franchised travel agents have significant differences in the perception of market attribute dimension, but have no significant difference in other dimensions; among the four dimensions

关 键 词：重大事件 市场感知 旅行商 上海世博会 

分 类 号：F592.7[经济管理—旅游管理]