选择域视角的旅游目的地决策动态研究  

A Longitudinal Research of Tourism Destination Choice Based on Choice Sets Theory

作　　者：李春晓[1] 于海波[1] 屠金歌 李辉 Li Chunxiao;Yu Haibo;Tu Jinge;Li Hui(College of Tourism and Service Management, Nankai Universit)

机构地区：[1]南开大学旅游与服务学院

出　　处：《南开管理评论》2018年第3期215-224,共10页Nankai Business Review

基　　金：国家旅游局面上项目(17TABG006);教育部人文社会科学研究一般项目(17YJC630054);国家自然科学基金项目(71702081)资助

摘　　要：认识引导旅游者的决策过程,是旅游目的地管理的核心问题。然而,现有的旅游目的地决策研究大多是静态横切面研究,并未深入挖掘整个决策过程中游客偏好的动态变化。本研究选取单身青年游客作为调查对象,基于选择域理论对其决策过程进行动态跟踪调查,并首次增加了旅行后的访谈设计,最终获得了31个完整的旅游目的地决策纵向访谈样本。通过对样本数据的比较性分析,提炼出了未来激活域、后期拒绝域以及即兴域三个新的选择域,构建了三阶段合计11个选择域的旅游目的地决策动态模型。在此基础上,本文采用进一步的语义网络分析,揭示了影响游客决策因素的动态变化特点:从多元核心到单一因素主导的聚拢过程(多元—时间—交通),从抽象层次向具体细节过渡的具象过程,以及从正向吸引性因素到情境限制性因素的变化过程。研究结果对旅游目的地的形象定位、服务改进和营销实践具有指导意义与参考价值。As a core research question, destination choice has been investigated for decades. Most previous researches are based on cross-sectional study, which lack the investigation on the dynamic changes of tourists＇ preferences during the process of decision mak- ing. Although choice sets theory provides a valuable framework, there is few empirical study can be found. In addition, the specialty of tourism experience has not been fully considered. This research adopted a longitudinal approach to investigate the choice sets frame- work of young single tourists. There were 11 types of destination sets identified for Chinese young single tourists, which are awareness set, initial consideration set, initial rejection set, future evoked set, dream set, later consideration set, unavailable set, later rejection set, foggy set, surrogate set and improvisational set. Among these sets, future evoked set, later rejection set and improvisational set are the ones found by this research but neglected by previous studies. Based on the modified choice sets framework, the study investigated the dy- namic changes of tourists＇ preferences at different stages of decision making. The results showed that the size of consideration sets ranging from one to four destinations. Only a small portion of tourists have consistent targeted destinations through the whole process. These tourists are either having rich experience in tourism or the attributes they pursued from the destinations are non-compensatory. As the time approaching, the focuses of tourism decision makers narrow down from a wide range of factors into a few crucial ones. Time is the most frequently considered variable during the stage of late consider- ation set formation whereas transportation is referred to quite a few times during the final decision making stage. Additionally, during the decision making process, tourists＇ attention shifts from abstract and desirable attributes into concrete constraints. The dynamic destina- tion choice model constructed by this research is of

关 键 词：旅游目的地决策 选择域理论 动态跟踪调查 纵向访谈 语义网络分析 

分 类 号：F592[经济管理—旅游管理]