国外旅游领域顾客价值测量研究评述

The Appraisal of Foreign Research on Tourists' Customer Value Measurement

顾客价值是目前营销学科的一个热点话题和新兴领域,文章基于文献回顾,对旅游领域中顾客价值的三种理论导向:"经济"理论导向、体验理论导向和消费观理论导向进行了分析与梳理。通过对不同理论导向下的顾客价值量表的代表人物、测量维度、研究工具、量表信度及实证领域等内容的对比和评述,总结了目前国外旅游领域顾客价值测量的特点与趋势:虽然不同理论导向下的测量方式不尽相同,但当前研究大体上呈现出愈加关注享乐、社会价值维度,注重动态性和对比性细化研究、遵循严谨的科学论证过程等特点。未来研究中可采用定量和定性相结合的研究方法,加强对社会、享乐、尝新及利他价值的研究,从消费行为过程和不同旅游群体上对游客价值感知进行细化研究。对国外旅游领域顾客价值测量研究的评述将为国内相关研究提供有益借鉴。

Consumer Perceived Value is a hot topics and emerging field in the current marketing research. In this review article, there are three theories-oriented in tourists＆#39; customer value measurement study teased： Benefits-cost value, Experience value, Consumption value. Focusing on comparative analysis of representative researchers, measuring dimensions, research tools, scale reliability, empirical study based on different three theories, this study portrays the current characteristics and trends on tourists＆#39; customer value measurement in foreign. Findings suggest that it emphasized the social and hedonic value , dynamic and comparative study, rigorous process of scientific verification. Comparing the overseas study, we need to improve the following aspects： qualitative and quantitative analysis, the measurement to social, hedonic and altruistic value, detailed study on different consumption progress and tourist niche market. The above conclusions and suggestions are beneficial reference for the domestic related research.