基于卷入度和风险偏好视角的自助游手机预订行为研究  

Research on the Involvement and Risk Preference of Independent Tourists' Mobile Bookings

作　　者：高超[1] 

机构地区：[1]首都师范大学资源环境与旅游学院,北京100048

出　　处：《旅游论坛》2018年第1期18-29,共12页Tourism Forum

摘　　要：自助旅游逐渐成为人们普遍的出游方式,充分了解不同因素对自助旅游者使用手机预订旅游产品行为产生的影响,可以更好地促进旅游产品的开发与营销。以卷入度和风险偏好为研究视角,以到北京旅游的国内自助旅游者作为调查对象,通过问卷调查法收集研究数据,并通过SPSS19.0软件对所获取数据进行分析,试图找出不同自助旅游者使用手机预订旅游产品的行为差异。研究发现:手机的普及并未使旅游者预订行为发生改变;卷入度和风险偏好均会对手机预订行为产生影响;对手机预订的依赖程度越高,评价越好。因此,从不同的因素中寻找影响自助旅游者预订行为的因子,能为今后的旅游产品开发与营销降低成本,提高竞争力。Independent travel has become a popular way for many people.A better understanding of different aspects about backpackers＇ behavior of booking tourism products on mobile can improve the developing and marketing of tourism.This paper made＂involvement＂and ＂risk preference＂as research perspective,through Chinese self-help tourists who travel in Beijing,aimed to find out different behaviors when they book tourism products on mobile and different comments about tourism products they made.In addition,tourism enterprises can make adjustment accordingly to enhance the development and popularization of tourism products,inspire the improvement of product design and product design innovation,moreover,it can advance the development of independent tourism.This paper studied tourists＇ behavior of booking tourism products by mobile,aimed to find the involvement and risk preference＇s relations with booking tourism product,providing reference to develop tourism product on mobile.Therefore,the thesis examined an assumption—the involvement and risk preference can influence the behavior they book tourism products and the comments they made.After the in-depth interview with people who have experience of independent tourism,factors which influenced independent tourist＇s choice were concluded,and the questionnaire was worked out in this research after small pilot survey and corrections.The research found that：1）The population of mobile phone doesn＇t influence mobile booking;2）Involvement and risk preference will both influence the mobile booking;3）The more dependent on mobile booking,the better evaluation it receive.The paper found out lots of different factors which influence Independent Tourists＇ booking behaviors.This research provided significant contribution for cost down the development and marketing of tourism product,and also enhance competitiveness.The results showed that the development of independent tourism should exploit different tourism products to different travelers,moreover,tourism produc

关 键 词：自助旅游者 手机 卷入度 风险偏好 

分 类 号：F590.63[经济管理—旅游管理]