创意旅游者消费行为:特征、模型与启示  

Creative Tourists’ Consumption Behavior: Characteristics,Models and Implications

作　　者：焦玟 李庆雷[1,2] 张忍 付佳 Jiao Wen;Li Qinglei;Zhang Ren;Fu Jia(Department of Geography;Research Institute of Yunnan Tourism,Yunnan Normal University,Kunming,Yunnan 650500,China)

机构地区：[1]云南师范大学地理学部,云南昆明650500 [2]云南师范大学云南旅游产业研究院,云南昆明650500

出　　处：《西部经济管理论坛》2022年第2期78-85,共8页West Forum on Economy and Management

摘　　要：创意旅游活动的主体是创意旅游者。创意旅游者由传统旅游被动消费者转变为自我构建者,其消费行为与传统旅游者既有共同点,又有独特之处。虽然创意旅游的重要性已得到认可,但对创意旅游者消费行为的研究尚不充分。文章以马蜂窝网站旅游博客为文本数据,采用文本分析法对创意旅游者感知高频特征词进行分析,并基于米德尔顿刺激—反应模型构建创意旅游者消费行为模型,对创意旅游者消费行为影响因素进行研究。研究发现:创意旅游者具有双重身份性、自我发展性和探索原真性等特点,其消费行为呈现出内容的真实性、动机的发展性、层次的高端化以及决策的理性化等特征。基于上述分析,本文对创意旅游者的购买决策过程与购买决策影响因素进行解读,提出激发需求、打造内容、培养忠诚等创意旅游产品优化策略。The main body of creative tourism activities is creative tourists, who change from passive consumers to self-constructors, and whose consumption behaviors have both commonalities and unique features with that of mass tourists. Although the importance of creative tourism has been acknowledged, the consumption behavior of creative tourists has not yet been adequately studied. Taking the Tourism Blog of Mafeng website as the text data, this paper makes textual analysis of the high-frequency feature words perceived by creative tourists. Based on Middleton’s stimulus response model,the paper constructs a consumption behavior model of creative tourists, and studies the influencing factors of creative tourists’ consumption behavior. The results show that creative tourists have characteristics of dual identity, self-development and originality, and their consumption behavior show authenticity of content, development of motivation, high-end level and rationalization of decision-making. Based on the above analysis, this paper interprets the purchase decision-making process and influencing factors of creative tourists, and proposes optimization strategies to stimulate demand, create content, cultivate loyalty and other creative tourism products.

关 键 词：创意旅游者 消费行为 创意产业 行为模型 旅游产品 

分 类 号：F590[经济管理—旅游管理]