旅游节事创新维度结构及其对游客行为意向的影响  

Theoretical Structure of Tourism Festivals and Events Innovation and Its Impact on Tourist Behavioral Intention

作　　者：李朝军[1] 郑焱[1] 

机构地区：[1]湖南师范大学历史文化学院,长沙410081

出　　处：《商业研究》2014年第8期162-170,共9页Commercial Research

基　　金：湖南省社科基金重点项目;项目编号:12WTB18;湖南省社科基地重点项目;项目编号:2010JD11;湖南省研究生科研创新项目;项目编号:CX2014B

摘　　要：基于供给和需求整合分析视角,本文以产品创新、服务营销等相关理论为基础,构建了旅游节事创新及其对游客行为意向影响的整合模型,并采用EFA、CFA和SEM等方法,通过对张家界国际乡村音乐节游客的调查数据,实证检验了旅游节事创新各维度与整体创新、游客满意和品牌资产的相互关系及其对游客行为意向的影响。研究发现:旅游节事创新是一个包括表演表现、进出便捷、自助技术、审美环境、游客社区和忠诚计划等维度的构念,表演表现、自助技术和审美环境对整体创新有显著正向影响,而进出便捷、游客社区和忠诚计划对整体创新影响不显著;整体创新对游客满意、品牌资产和游客行为意向有显著正向影响,且游客满意和品牌资产在整体创新对游客行为意向影响中起部分中介作用。Based on literatures review , this paper integrates the perspectives of product supply and tourist demand , con-structs the conceptual model of tourism festival and event innovation and develops an integrative model of tourism festival and event innovation effects .Zhangjiajie international country music festival is selected as a case study and quantitative studies including EFA , CFA and SEM , are conducted to validate the proposed conceptualization and the hypothesized re -lationships .The findings show：the structure of tourism festival and event innovation consisted of six distinct dimensions , including player performance , respectful access , self-service technology , aesthetic environment , tourist community and tourist loyalty programs;player performance , aesthetic environment and self -service technology have a positive effect on overall innovation while respectful access , tourist community and tourist loyalty programs have no significant effect on o-verall innovation;overall innovation has an effect on behavioral intention through the two mediators ： tourist satisfaction and brand equity .

关 键 词：旅游节事 旅游节事创新 游客满意 品牌资产 行为意向 

分 类 号：F590.6[经济管理—旅游管理]