旅游再消费行为的特殊性研究

The Speciality Study in Tourism Re-consumption

将旅游消费从食、住、行、游、购、娱旅游六要素角度划分为基本旅游消费和非基本旅游消费是目前旅游经济学的一个基本理论观点,然而,十几年来,国内经济迅速发展,消费者需求层次提高,上述经典观点在学界和业界是否依然成立,需要做更多的审视。本文的主要贡献在于:(1)梳理和汲取已有学者理论思想,从需求弹性的角度将旅游消费拆解为缺乏弹性旅游消费和富有弹性旅游消费,对应形成旅游基本消费和旅游再消费两个概念,本文立足于旅游活动中的再消费问题,重点从三个方面分析了旅游再消费的特殊性以及研究旅游再消费的重要意义;(2)从理论上分析影响旅游再消费行为的因素,借鉴消费者行为理论,重点分析了旅游者的旅游环境感知因素对旅游再消费行为的影响,构建了影响旅游者旅游再消费行为的理论模型;(3)以2012年12月在厦门鼓浪屿景区采集到的第一手数据为基础,构建了一个二分类Logistic离散选择回归模型,模型验证了旅游者的人口统计学因素、旅游者对目的地景区的环境感知因素以及旅游者的出行特征相关因素在5%置信度下显著影响旅游再消费行为。同时,该模型具有较好的预测功能,准确率达到81.41%。最后总结了本研究的理论意义和实践意义,并指出下一步的研究方向。

Domestic and international academic research for tourism consumption in the macro level and micro level usually take tourism consumption as a whole object or simply divide the tourism consumption into basic and non-basic tourism consumption from the aspects in accommodation, catering, toll transportation and sightseeing. The existing research lacks a deep analysis of classification in tourism consumption. Not to mention use the modern econ- ometric methods to verify the tourism consumption theory in empirical area. World Tourism Organization defines the tourism consumption as the mixes of tourism behavior and buying be- havior in all traveling process. In the domestic, there are broad concept and narrow concept about tourism consump- tion. The broad concept is consistent with the definition of the WTO. The narrow concept includes only the six main factors of travel. In empirical studies,it is usually bard to get the data of the buying behavior over the whole tourism process. Over the past decades, the domestic economy got a rapid growth. The customer＇s level of consumption signif- icantly increased. They incline to choose the consumption of higher enjoyment in the tourism process. For example, they incline to consume the high-class accommodation, catering and more comfortable transportation vehicles. So the above classification definition is no longer suitable. Analyzing the existing research and drawing ideas from the Frederick Herzberg＇s Two Factor Theory, We divide the tourism consumption into low elasticity and high elasticity from the perspective of elasticity of demand. By this decomposition, we accordingly form the concepts of basic tourism consumption and tourism re-consumption which is different from the above traditional classification. The basic tourism consumption refers to the tourism product with low elasticity to the customers. Leaving this kind of consumption, tourism activities will not be completed and tourism purposes cannot be achieved （This is similar to tile Two-Factor Theory＇ s Hygiene factors）. The tourism re- consumption refers to the tourism product with high elasticity to the customers. Leaving the tourism re-consumption, tourists can still complete their tourism activities and meet the basic purpose of travel. But the second part has some specialities of its own. It can significantly increase the consumption of tourists, promote tourists＇ experience pleasure, give tourists a deeper impression and has a good word of mouth effects （This is similar to the two-factor theory in motivating factor）. On the other way, tourism re-consumption can significantly increase tourism revenues, and stimu- late domestic consumption. Thus in this paper we focus on the research of tourism re-consumption. We summarize three main category factors theoretically. They are demographic factors of tourist, the environ- mental perception of the tourists and the travel characteristics of tourists. We then constructed the relationship model between these factors and the tourism re-consumption behavior. In the empirical part, we use the first-hand data col- lected by Xiamen University School of Management Department In December 2012, and verify the influence of the factors to the tourism re-consumption behavior. The empirical model we choose has a good predictive capability and the accuracy rate is of 81.41%. Empirical data also shows that the demographic factors of tourist, the environmental perception factors and the travel character- istics of tourist can significantly increase the tourist＇ s tourism re-consumption behavior in the 5% confidence lev- el. The practical implications of this study suggest that tourism enterprises cart use the empirical results to discern specific market segment and make more targeted marketing strategy. Owing tourism re-consumption objects are of the diversity and complexity, the future research will focus on the other objects of tourism re-consumption and con- sider the consumer＇s own psychological factors, online social media and word of mouth＇ s impacts on tourism re-con- sumption.