基于结构方程模型的旅游消费券效用影响因素研究——以杭州市为例

Investigating influencing factors of tourism consumption coupon effect based on structural equation model approach:A case study of Hangzhou

旅游消费券在扩大消费、刺激经济增长的同时,在发放地域、发放主体、发放渠道、发放对象、使用范围、面额设计和使用限制等方面还存在诸多不足,影响了其效用的发挥。针对此,本文运用结构方程模型方法,构建了旅游消费券效用模型,探讨影响旅游消费券效用的关键因素。研究发现:(1)经济价值、使用意愿、使用限制性、使用可靠性和领取便利性等5个要素是影响旅游消费券效用的关键因素。(2)在影响旅游消费券效用的5个变量中,经济价值对旅游消费券效用的影响最大,其次分别是使用意愿、使用可靠性、领取便利性和使用限制性。(3)经济价值、使用意愿、使用可靠性、领取便利性与旅游消费券效用之间存在显著的正相关关系,是提升旅游消费券效用的积极因素。(4)使用限制性和旅游消费券效用之间存在负相关关系,是旅游消费券效用发挥的阻碍因素。

Tourism consumption coupon is effective to promote consumption and stimulate economy. However, it also has limitations in launch place, launch unit, launch channel, launch object, use area, face value design, and use restriction, which confines the better effect of it. Employing structural equation model approach, this paper built the model of tourism consumption coupon effect and investigated key factors affecting tourism consumption coupon effect. The result are shown as follows. （1） Economic value, use inclination, use restriction, use reliability and draw convenience were five key factors affecting tourism consumption coupon effect. （2） Among the five influencing factors, economic val- ue had the strongest impact on tourism consumption coupon effect, followed by use inclination, use reliability, draw convenience, and use restriction. （3） Economic value, use inclination, use reliability and draw convenience were positively related with tourism consumption coupon effect. They were four driving factors for promoting tourism consumption coupon effect. （4） Use restriction was negatively related with tourism consumption coupon effect, which showed a passive influence on tourism consumption coupon effect.