旅游消费券效用差异及其成因分析

Effect Difference and Causal Mechanism of Tourism Consumption Coupon

本文通过抽样调查,运用方差分析、相关分析等方法,以杭州市旅游消费券为例,从发放地域、发放主体、发放渠道、使用范围、使用限制、旅游消费券面值、品牌知名度和旅游者人口统计因素8个方面探讨了影响旅游消费券效用的因素,并剖析其成因机制。最后,针对8个影响因素提出了优化旅游消费券效用的对策与措施,为旅游消费券科学合理发放,更好地发挥其经济、社会效用提供有益参考。

Taking Hangzhou tourism consumption coupon for an example and conducting a sampling survey,this paper investigates the eight variables effecting tourism consumption coupon,namely launch place,issuer,launch channel,use area,use restriction,face value,brand awareness,and tourist demographic factors.The approaches of variance analysis of and correlation analysis are employed in research.Then,this paper discusses the genetic mechanism of tourism consumption coupon effect difference caused by the above eight factors.Finally,measures to optimizing tourism consumption coupon effect are put forward,which can provide benefit suggestion for the reasonable launch of tourism consumption coupon and improving its economic and social effect.