旅游者重游决策的影响因素实证研究--基于网络调查

Influencing Factors on Tourists' Revisit Decision-making:A Web-based Empirical Study

旅游者重游是旅游业界与学术界关注的焦点。国内外以往的研究将焦点放在旅游者的重游意愿上,而重游意愿并不必然导致重游行为。本文通过文献回顾与网络文本分析,归纳出旅游者重游决策的影响因素,通过网络对有过重游经历的人群进行了问卷调研,利用所获数据对其进行了实证检验。通过对旅游者重游决策的影响因素进行主成分分析和聚类分析,将重游者划分为"大众平衡型"、"满怀期待型"和"无所谓型"3类,并归纳了3类重游者的特征,可以为旅游地的开发与管理提供相应的参考。

Tourists＇ revisit is a foeus of attention among tourist marketing administration and academic circle. The former studies both at home and abroad are focused on tourists＇ revisit intention, which does not necessarily lead to revisit behavior. The paper, by literature review and web-based content analysis, sums up the factors that influence tourists＇ revisit intention. Through the analysis of data collected from questionnaire via e-mail for those who have the experiences of revisit, employing the SPSS statistic software, the influencing factors are testified. Through Principal Component Analysis and K-Means Cluster Analysis, the repeat tourists are classified into 3 types, namely, ＂neutral＂, ＂full of anticipation＂ and ＂indifferent＂ repeat tourists. The features of each type are also induced to provide corresponding reference for the development of tourist destinations and management.