游客游后行为倾向前因实证研究——以青岛国内休闲游客为例

An Empirical Study on Visitors' Behavior Trend after Travel——A Case of Leisure Tourists in Qingdao

消费者行为倾向的前因研究一直都是西方消费行为研究中非常活跃的领域。国外学者对游客游后行为倾向的影响因素也进行了分析和探讨,但目前国内未见对该问题的研究。本文借鉴消费者行为倾向的相关理论和国外游客游后行为倾向的研究成果,以青岛国内休闲游客为实证研究对象,探讨影响游客游后行为倾向的因素。研究结果表明,旅游动机和游客满意对游客的行为倾向具有显著的正向影响,且旅游动机对行为倾向的影响大于游客满意对行为倾向的影响。感知价值虽然对游客的行为倾向有正向影响,但并不显著。

Tbe study of consumers＇ behavior trend has always been a very active field in the study of western consuming behavior. Foreign scholars have had analysis and discussions about the influencing factors of tourists＇ behavior trend after travel; but no relative study in this regard is found in domestic tourism research. The paper, with the help of relative theory and overseas study results, makes an analysis of the factors that influence tourists＇ behavior trend after travel, taking domestic leisure tourists in Qingdao as an example. The study results indicate that travel motivation and tourists＇ satisfaction have significant and positive impact on their behavior trend and travel motivation affect visitors＇ behavior trend more significantly than their satisfaction. Visitors＇ perceived value affects their behavior trend but it is not so significant.