旅游信息价值维度及模型研究

Research on Dimensions and Model of Tourism Information Value

旅游信息价值研究是旅游科学适应旅游业信息化快速趋势的必要课题,其构成及其感知差异研究,可以丰富旅游信息科学的研究内容,对于优化旅游企业与目的地的信息设计、传播与管理实践具有重要指导作用。综合国内外已有研究成果,文章设计通用性的旅游信息价值测量指标,通过两轮问卷调查和数据分析,验证得出旅游信息价值的二阶双因素模型为最优模型。两个二阶因素分别是功能价值和体验价值,前者包括风险规避价值、实用价值,后者包括享乐价值、社交价值和自我实现价值。在此基础上,进一步评估了旅游者信息价值构成维度的重要性程度与人群感知差异,发现功能价值的感知重要性略高于体验价值,而且,不同性别、职业、文化程度与家庭人均月收入均会导致相应的价值维度的感知重要性存在分异。在营销实践中,不仅要统筹发展旅游信息多样化功能,提升旅游信息总体感知价值,还要注意旅游信息价值的分级、分类管理,提高营销效率。

Today, people are bombarded with huge amounts of information in many facets of their life. Consider the tourism industry, where increasingly intense competition means that tourists often feel confused because they face enormous amounts of tourism marketing information. Therefore, it is important that the marketers make strategic use of their tourism information. Research on tourism information value （TIV） is important for tourism development because it helps the industry to adapt to the trend of increasing tourism information. Research on the structure of TIV and its perception differences can provide practical implications for tourism information design, communication, and management. Based on existing studies, this study designed a general TIV scale. The scale was tested and validated through two different questionnaires distributed to visitors to Beijing and Changsha cities in China in 2015. The first questionnaire survey collected 1306 valid samples. An exploratory factor analysis was used to extract the TIV dimensions and to distill the items. Five basic dimensions were extracted, namely, hedonic value, risk-avoidance value, utilitarian value, social value, and self- realization value. The hedonic value was reflected by the tourists＇ perceptions of information about unique folk culture, novel experiential activity, different lifestyle environment, and lifestyle at a tourism scenic spot. The risk-avoidance value was contained in information about the risks relating to following a scenic route, possible human accident risks, physical risks, and financial risks. The utilitarian value was provided by information on tourism scenic spots and on tour plans, while the social value related to information on contributing to consensus with travel companies and on exchanging opinions with friends or relatives. Finally, the self-realization value was connected with information that makes tourists acquire social recognition because of their travel and that they are important participants in and managers of their own travel. The second questionnaire survey （n=314） was aimed at validating the structure of TIV, and at exploring the importance of the dimensions and the differences perceived by different tourists. The results showed that a second-order factor model is the most suitable model for TIV. The TIV model contained two high-order factors （functional value and experiential value） and the five basic dimensions. The functional value consisted of the risk-avoidance value and the utilitarian value, while the experiential value consisted of the other three dimensions. Further, the functional value is more important to tourists than the experiential value, with the perception difference attributable to differences in the tourists＇ gender, age, occupation, and income. Practically, the findings of this study can be useful to marketers in creating tourism promotional campaigns, providing them with a deep understanding of the information that appeals to their markets. Specifically, the tourism companies and administrators should rethink their tourism marketing by considering each of the five dimensions of TIV because tourists consider each value to be important. Additionally, tourism marketing should be customized according to the different levels of importance, meaning that tourism marketing practitioners should deliver different tourism information according to the preferences of the tourist market segment. Such actions can improve tourism management efficiency and can maximize the limited marketing resources in creating value for both marketers and tourists.