现代节庆活动的游客感知价值维度构建及实证研究——以成都国际桃花节为例

The Construction of Tourist Perceived Value Dimension and Empirical Research of Modern Festival A Case Study of Chengdu International Peach Blossom Festival

梳理国内外感知价值研究文献,以成都国际桃花节为例,构建了现代节庆游客感知价值测量量表,通过实证研究加以验证,并讨论了游客感知价值与游客满意度和重游意愿的关系。结果显示:(1)现代节庆游客感知价值分为6个维度,分别是:环境氛围价值、服务价值、美感/享乐价值、功能价值、社交体验价值和情感价值,其中,环境氛围价值、服务价值和美感/享乐价值是现代节庆感知价值维度最重要的组成部分。(2)游客的年龄、收入以及职业对现代节庆中游客感知价值维度产生显著性影响。不同年龄的游客在服务、功能和美感/享乐感知价值上存在显著差异;不同收入的游客在服务、功能感知价值上存在显著差异;不同职业的游客在功能感知价值上存在差异。(3)现代节庆感知价值中除服务价值外的另外5个感知价值都对游客满意度和重游意愿存在正向关系,且游客满意度正向影响重游意愿。其中,美感/享乐感知价值对游客满意度影响程度最高;功能价值、美感/享乐价值和环境氛围价值感知对重游意愿影响最大;情感价值和社交情境价值对游客满意度和重游意愿的影响很微弱;服务价值对游客满意度和重游意愿均无影响。

Based on the domestic and overseas researches of perceived value,this paper takes Chengdu International Peach Blossom Festival as a case,constructing a tourist perceived value scale of modern festival,verifying its effectiveness through empirical research,and discussing the relationship of perceived value with tourist satisfaction and revisit intention.The results indicate three important implications.Firstly,perceived values of tourists in modern festival include six dimensions,namely：environmental value,service value,aesthetic or enjoyment value,functional value,social experience value and emotional value.Specially,environmental value,service value and aesthetic or enjoyment value are the most important components.Secondly,the age,income and occupation of tourists have significant impacts on the tourist perceived value in modern festival.It should not be ignored that different ages of tourists have a significant difference in the perception of service value,functional value and aesthetic or enjoyment value.Different income levels have big differences between the functional perceived value and service perceived value,and there exist differences in functional perceived values among diversified occupational tourists.Lastly,tourist perceived value has significant impacts on the tourist satisfaction and revisit intention.Above all,aesthetic or enjoyment perceived value has positive and significant influence on tourist satisfaction.Besides,aesthetic or enjoyment perceived value,functional perceived value and environmental perceived value have positive and remarkable influences on revisit intention.Moreover,social experience value and emotional value have a weak positive effect on tourist satisfaction and revisit intention.Last but not least,the service perceived value has no effect on tourist satisfaction or revisit intention.