乡村旅游团购价格促销对旅游意愿的影响研究

The Impact of Online Country Tourism Group-buying Price Promotion on Purchase Intention

乡村旅游团购是农村电子商务领域最为流行的营销模式,其旅游意愿与消费价格关系紧密。文章通过前人工作的梳理与探讨,提出了自身的研究模型与假设,借助实证研究方法,以3个乡村旅游团购网站,共计672份有效调查问卷作为数据基础,对模型与假设进行了验证。研究结果表明价格促销的统一性、折扣率、新颖程度与宣传信息对于乡村旅游团购旅游意愿都有显著的正向影响,而价格促销的多种方式在影响乡村旅游团购的旅游意愿方面存在显著差异。乡村旅游管理部门应采取提高价格促销新颖性、丰富价格促销方式和完善宣传信息等措施。

Group-buying is a long-standing online country tourism marketing model in Internet. Based on the research of predecessors＇ works, a research model and hypothesis are given to make an empirical study for the impact of online group-buying price promotion on purchase intention. And three group-buying country tourism websites and 672 valid questionnaires are composed of the research data basis to validate the model and hypothesis. The research results show that the unity of price promotion, discount rate, new degree and publicity information have a significant positive impact of online group-buying price promotion on purchase intention. Then there are significant differences among the terms of price promotion ways to improve country tourism purchase intention. Therefore, e-commerce group-buying country tourism enterprises should take to raise the price of promotional novelty, rich price promotions and promotional information and other measures.