温泉游客旅游决策、旅游体验与购后行为研究——以大连为例

A Study on Spa Tourists in Decision-making、Tourism Experience and Post-purchasing Behavior——Case study of Dalian

通过对大连温泉游客的抽样调查,探讨温泉游客的决策行为、旅游体验与购后行为。运用单因素方差分析、因子分析、相关分析等统计学方法对389份有效问卷进行分析。结果表明,温泉游客旅游决策最重视温泉的环境卫生、水质、水温、服务品质、价格等因素;温泉旅游体验可分为"放松愉悦"、"知觉保健"、"交流互动"、"静心思考"等4个层面,而洗浴次数在"放松愉悦"、"知觉保健"、"静心思考"3个层面上存在显著性差异;旅游体验与购后行为呈显著正相关关系。

Through a sample survey of spa tourists in Dalian,this paper explores the relations among decision-making behavior of hot-spring tourist,tourism experience and post-purchasing behavior.389 valid questionnaires were analyzed by single factor analysis of variance,factor analysis,correlation analysis statistical methods.The results showed that： Spa tourists making the most attention to the environmental health spa,water quality,water temperature,service quality,price and other factors,Spa tourism experience can be divided into four dimensions,＂relaxed pleasure＂,＂perceived health＂,＂interaction＂,＂meditative thinking＂.The Bath times exist significantly difference in the ＂relaxed pleasure＂,＂perceived health＂,＂meditative thinking＂ dimension,tourism experience and post-purchasing behavior showed significant positive correlation.