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作 者:王兆成[1,2] 常向阳 WANG Zhaocheng;CHANG Xiangyang(College of Tourism, Yangzhou Polytechnic College, Yangzhou, Jiangsu 225009, China;College of Economics and Management, Nanjing Agricultural University, Nanjing, Jiangsu 210059, China)
机构地区:[1]扬州市职业大学旅游学院,江苏扬州225009 [2]南京农业大学经济管理学院,江苏南京210059
出 处:《美食研究》2022年第1期27-34,共8页Journal of Researches on Dietetic Science and Culture
基 金:江苏省高校哲学社会科学基金项目(2020SJA2001);江苏现代农业产业技术体系产业经济研究项目(JATS[2020]417);扬州市职业大学校优秀青年骨干教师培养资助项目(201912)。
摘 要:地方特色美食越来越成为旅游者关注的热点,运用选择实验法进行试验任务设计,使用来扬州旅游者的调查数据,采用混合Logit模型分析旅游者对扬州美食不同属性及其组合的偏好及支付意愿,并利用潜在类别模型对来扬旅游者进行分类,解释群体层面的美食偏好异质性。研究发现:(1)来扬旅游者对美食属性有显著的偏好,偏好顺序由高到低依次为食品质量、口碑、文化特色、餐饮服务、餐饮环境、价格;(2)美食不同属性之间有较强的正向互补关系,来扬州旅游者更偏爱美味可口、口碑良好、文化韵味兼具的美食,美食的文化特色属性也越来越重要;(3)旅游者对美食属性的组合有差异性偏好和迥异的支付意愿,旅游者愿意为食品质量、口碑、文化特色俱佳的美食支付高溢价,单纯美食环境、餐饮服务的提升不能有效增加消费者的支付意愿;(4)美食旅游者可分为经济消费型、网红打卡型、美食专家型和文化品位型4类潜在消费群体。在此基础上,提出相应的管理和营销建议。Local delicacies are increasingly becoming the focus of tourists’concern.The selection experiment method was used to design the experimental task,the survey data of tourists who came to Yangzhou was used.The mixed Logit model was used to analyze the preferences and willingness to pay for the tourists’perceptions of different attributes and combinations of Yangzhou cuisine.The potential category model was used to classify tourists to explain the heterogeneity of food preference at the group level.The results showed that:(1)Tourists had significant preferences for food attributes in a descending order as food quality,reputation,cultural characteristics,services,dining environment,and price;(2)There was a strong positive complementarity relationship among different attributes of food.The tourists preferred delicious food with good reputation and cultural charm,and the cultural characteristics of food are becoming more and more important;(3)The tourists had different preferences and very different willingness to pay in combinations of food attributes.The tourists were willing to pay a high premium for food with excellent quality,reputation,and cultural characteristics.The improvement of dining environment and service alone could not effectively increase consumers’willingness to pay;(4)Gourmet tourists could be categorized as economic consumption type,punching card internet celebrity type,expert type and cultural taste type.Measures for management and marketing were proposed.
分 类 号:TS972.182.53[轻工技术与工程]
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