节事活动游客的重游意愿影响因素研究——以上海世博会为例  

Research of Effect Factors About Tourists' Revisit Intention in the Festival & Special Event ——Case Study of Shanghai Expo

作　　者：张岚[1,2] 赵金凌[3] 李晏墅[1] 侯国林[4] 

机构地区：[1]南京师范大学商学院,江苏南京210046 [2]上海师范大学金融学院,上海200234 [3]上海师范大学旅游学院,上海200234 [4]南京师范大学地理科学学院,江苏南京210046

出　　处：《南京师大学报（自然科学版）》2012年第3期118-124,共7页Journal of Nanjing Normal University(Natural Science Edition)

基　　金：区域经济协调统计研究(2009LY041);国家社会科学基金(11CGL054)

摘　　要：节事活动(Festival&Special Event)成为独特的吸引物,越来越多地受到游客的关注.举办成功的节事对于地区的知名度和美誉度的提升意义重大.重游者的行为研究一直以来是学者研究的焦点,然而有关节事活动的重游者的研究成果相对匮乏.抽样调查显示,2010年上海世博园区的游客重游意愿达到86.4%.本文即以该节事活动作为研究对象,运用因子分析法将游客满意度分为对园区"基本设施与服务的满意度"以及对"专项服务与设施的满意度"两类因素,在此基础上建立逻辑回归方程,试图探究节事活动的重游者重游意愿产生的原因.研究同时揭示了游客的个人统计特征对重游意愿的影响.研究结论有利于采取有效的措施以提高游客重游行为,将对节事活动的市场营销与管理提供卓有成效的建议和发展方向.Because of festival special event becoming attractions, more and more subject to the attention of tourists. It is significantly important to hold a successful festival ＆ special event which could improve the region＇ s well-known and reputation. However, the research about tourists＇ revisit intention in the festival ＆ special event is deficient. The author makes the survey that tourists＇ revisit intention is 86.4% in Shanghai EXPO site 2010. This paper adopts factor analysis method and the results show that visitor satisfaction is divided into ＂Satisfaction of basic facilities and services＂ and ＂Special services and facilities satisfaction＂. Furthermore, logistic regression model is established to study the cause of revisit intention of festival special event. Finally managerial and theoretical implications are also discussed for the festival ＆ special event.

关 键 词：节事活动 重游意愿 满意度 上海世博会 

分 类 号：F713.55[经济管理—市场营销]