旅游消费者情绪量表的维度及检验

Dimension and Test of Tourism Consumer's Emotion Scale

旅游消费者的情绪感受是其体验价值的核心要素,但国内外关于旅游消费体验的情绪维度及其内容还缺乏充分探索。旅游者情绪是研究旅游消费者行为的重要变量,但国内至今未见旅游消费情景下开发的情绪量表。文章在相关文献梳理、现场深度访谈及预试研究的基础上,明确了旅游消费者情绪的维度结构,编制了旅游消费者情绪量表。通过对徒步旅游者的问卷调查,运用探索性因子分析和验证性因子分析探索、优化并验证了情绪量表的内容和性质。研究结果表明,旅游消费者情绪量表包括四个维度——愉悦之情、人际之情、惊喜之情和消极情绪,都显著影响旅游消费后评价。

The emotional feeling of tourism consumers is the core element of their experience value,but there is still a lack of sufficient exploration on the emotional dimension and content of tourism consumption experience at home and abroad.Tourist sentiment is an important variable in the study of tourist consumer behavior,however so far there has been no emotion scale developed under tourist consumption scenarios in China.On the basis of literature review,field in-depth interviews and pre-test studies,the paper clarifies the dimension structure of tourist consumer emotion and compiles the tourist consumer emotion scale.And then the content and nature of the emotional scale are optimized and verified by using exploratory factor analysis and confirmatory factor analysis.The results show that the emotion scale of tourism consumers includes four dimensions:pleasure,relationship,surprise and negativity,all of which has a significant impact on the post-evaluation of tourism consumption.