情境因素对养生旅游者定制产品购买行为影响研究  

Influence of Situational Factors on Wellness Tourist Purchasing Customized Products

作　　者：王文婧 陈雪琼[2] Wang Wenjing;Chen Xueqiong(Tourism Management School, Nanjing City Vocational College, Nanjing 210000;Tourism School, Huaqiao University, Quanzhou 362021, China)

机构地区：[1]南京城市职业学院旅游管理学院,南京210000 [2]华侨大学旅游学院,福建泉州362000

出　　处：《无锡商业职业技术学院学报》2019年第1期67-72,108,共7页Journal of Wuxi Vocational Institute of Commerce

基　　金：福建省软科学项目"旅游跨界融合创新催生新业态的机理与路径研究"(2018R0066)

摘　　要：近年来,养生定制旅游作为一种新兴旅游方式,日益受到人们关注。但市场现实反映定制程度低、实际消费不足。文章基于情境理论,对养生旅游者定制产品购买行为进行研究。实证研究结果表明:养生旅游者定制产品购买意愿向购买行为转化过程中,情境因素的心理因子、营销因子起到正向调节作用,环境因子则不具有调节作用。在此基础上,文章就促进养生定制旅游企业健康发展提出有关建议。In recent years,wellness tourism,a new type of customized tourism,has attracted increasing attention.However,the market shows a low level of customization and insufficient consumption of customized products.Based on the situational theory,this paper studies the wellness tourist behavior related to purchasing customized product.The empirical study shows that the psychological and marketing factors in situational factors play a positive regulatory role in turning wellness tourist intention to purchase customized products into purchase behavior,while environmental factors does not play regulatory role.According to the findings,this paper puts forward suggestions for the development of customized wellness tourism.

关 键 词：情境因素 养生旅游 定制产品 购买行为 

分 类 号：F592.68[经济管理—旅游管理]