同侪视域下Z世代女性大学生毕业旅游从众行为特征及机理研究  

Study on the Mechanism of Graduation Tourism Demand ofGeneration Z Female University Students

作　　者：张佑印 徐珩 Zhang Youyin;Xu Heng(School of Recreation Sports and Tourism,Beijing Sport University,Beijing 100084,China)

机构地区：[1]北京体育大学体育休闲与旅游学院,北京100084

出　　处：《旅游论坛》2023年第3期95-104,共10页Tourism Forum

摘　　要：自媒体时代下,Z世代女性大学生旅游市场围绕“她经济”产生的“同侪效应”“种草效应”等新特征,受同侪群体的现实口碑(WOM)和网络口碑(EWOM)影响愈发明显,成为产学研新热点。文章以Z世代女性大学生为研究对象,借助网络问卷调查、因子分析和模糊综合评价分析,在总结Z世代女性大学生毕业旅行行为特征的基础上,从驱动力、阻力、中介力三方面对“分享行为”“从众行为”“互动性消费”等行为表征背后的动力机制展开研究,研究结果表明:(1)女性大学生毕业旅行特征呈现出“三优二高一长”特点,优先选择山水风光类毕业旅游目的地、优先选择高铁和飞机等交通工具、优先选择同侪群体作为出游群体,相较于男性群体,女性毕业旅行意愿高、毕业旅行预算高,理想的毕业旅行持续时间长;(2)女性大学生毕业旅行动力机制表现为内外驱动作用明显,纪念大学回忆等为主的内在驱动力和展示旅游经历等外在驱动共同激发Z世代女性大学生毕业旅行;(3)毕业旅行阻力机制方面,女性大学生风险感知强,人身安全会成为重要考虑的因素,来自家人、同伴和自身对于人身安全的关注成为重要阻碍;(4)女性大学生毕业旅行中介力方面,同侪效应表现显著,从众行为、互动性消费、跟风跟流现象常见;(5)Z世代女大学生毕业旅游动力机制框架结构,驱动力和中介力的正向影响均大于阻力的负向影响,即:Z世代女性大学生即使在面临一定出游风险的情况下大概率依然会选择参与毕业旅行。基于以上结果,文章探索性地提出Z世代女大学生毕业旅游“被动式”动力机制模型,并给予未来女性大学生毕业旅行市场开发的相关建议。In the era of new media,trends such as WOM(Word of Mouth),eWOM(Electronic Word of Mouth)and the seeding effect have emerged around the‘Her Economy’for gen Z university students.The tourism market of generation Z(born after 1995)female university students has emerged to become a hot topic in industry and academia.This paper analyzes graduation travel behavior of generation Z female university students through factor analysis and fuzzy comprehensive evaluation methods.The motivation,barriers and intermediaries for behaviors such as experience sharing,peer pressure,and interactive consumption are analyzed.The results show that:(1)Female graduating students have a high willingness to travel,a high budget and long travel duration.Regarding travel choice,strong preference is given to landscape and scenic destinations,with high-speed rail or air travel access and traveling with fellow graduating peers.(2)There are internal and external motivations.Internal drivers include enhancing friendships,commemorating university memories and external drivers include showcasing one’s travel;(3)In terms of travel barriers in post-graduation travel,risk perception is a main factor.Personal safety is a key consideration.(4)In terms of the mediating power of post-graduation travel,peer effect is significant.Under the influence of peers,sharing behavior,conformity,and interaction in consumption are common.Based on findings,this paper tentatively puts forward a framework of graduation tourism in generation Z female university students and provides relevant suggestions on the development of the graduation tourism market.Results suggest that destinations shall provide more targeted graduation travel products,further optimize tourism services,and make good use of WOM and eWOM to cater to the market.

关 键 词：Z世代 女性大学生 毕业旅行 同侪效应 动力机制 

分 类 号：F590[经济管理—旅游管理]