消费价值观与旅游消费行为的关系研究——以城镇老年群体为例  

Study on Relationship between Consumption Values and Tourism Consumption Behavior

作　　者：徐晓娜 付岗[2] 温婧[3] Xu Xiaona;Fu Gang;Wen Jing

机构地区：[1]河北环境工程学院经济与管理系,河北秦皇岛066102 [2]燕山大学经济管理学院,河北秦皇岛066004 [3]南开大学旅游与服务学院,天津300350

出　　处：《企业经济》2023年第3期121-133,共13页Enterprise Economy

基　　金：河北省社会科学发展研究课题“推进河北省旅游公共服务适老化建设研究”(项目编号:20220202148)。

摘　　要：消费价值观对消费行为起最终决定作用。以城镇老年群体为研究对象,构建“消费价值观—旅游动机—旅游消费行为”理论模型,运用结构方程模型,对消费价值观和旅游动机对旅游消费行为的影响机制进行实证研究。研究发现:城镇老年群体消费价值观中的面子形象、中庸从众、独立发展、物质享受对出游频次影响显著,面子形象、独立发展、物质享受、情感归属、谨慎保守对旅游花费影响显著,旅游动机发挥部分中介作用。因此,应从构建差异化市场体系、按照老年人的价值观和消费心理创新设计旅游产品、加快形成老龄产业新体系等方面加以引导,制定和完善政策支持体系,以此满足老年群体差异化的旅游需求,真正实现老龄旅游产业服务于老年消费者,更好满足其服务需求。Consumption values play a final decisive role in consumption behavior.Taking the urban elderly group as the research object,this paper constructs the theoretical model of"consumption values-tourism motivation-tourism consumption behavior",and makes an empirical study on the influence mechanism of consumption values and tourism motivation on tourism consumption behavior by using structural equation model.The study shows that face image,moderation conformity,independent development and material enjoyment in the consumption values of urban elderly group have a significant impact on travel frequency,while the face image,independent development,material enjoyment,emotional belonging,prudence and conservatism have a significant impact on the tourism cost,and the tourism motivation plays a partial intermediary role.Therefore,it should be guided from the aspects of constructing a differentiated market system,innovating and designing tourism products according to the values and consumer psychology of the elderly,and accelerating the formation of a new system of the aging industry.It is necessary to formulate and improve the policy support system to meet the differentiated tourism needs of the elderly group,and truly realize that the aging tourism industry serves the elderly consumers and better meets their service needs.

关 键 词：消费价值观 旅游消费行为 城镇老年群体 旅游动机 

分 类 号：F592[经济管理—旅游管理]