国内海滨城市旅游目的地推拉动机关系机制研究——“手段-目的”方法的应用

A Study on the Push-Pull Motivation Mechanism in Domestic Coastal Urban Tourism Destination Context:An Application of “Means-End” Approach

本文以国内海滨城市目的地为出游情境,运用营销学中"手段-目的"方法,通过其特有的"阶梯渐进"访谈程序获取了38名被访者的推、拉动机数据。通过系列处理、分析形成了一个综合展示目的地属性和旅游者看重的结果、个人价值之间链接关系的层次价值图。其中的若干条"手段-目的链"代表了旅游者对目的地产品与其个人相关性认识的主要感知逻辑。本文的研究发现对国内海滨城市目的地的定位主题开发、宣传促销策略制定和市场细分工作具有一定的启示。

This paper takes domestic coastal cities as outbounding setting and applies the 'meansend'approach to gauge the data of 38 respondents' push-and-pull forces by a specially designed procedure called'laddering'.With a series of treatments and analyses,it formulates a hierarchical value map(HVM) to describe the linking relationships among destination attributes,the consequences important to tourists,and personal values as well.The'means-end chains'in the HVM represent the main perception logics of the relevance tourists believe that destination products hold on The findings provide certain insights for positioning theme development,formulating promotion strategies and market segmenting of domestic coastal urban destinations.