基于“手段—目的链”的冰雪体育特色小镇游客价值分析

Analysis on Tourist Value of Ice and Snow Sports Featured Town Based on Means-end Chain Theory

从游客需求和价值实现的角度入手,基于手段—目的链理论,以西岭雪山滑雪场为例,使用内容分析法对网络点评数据进行整理和分析编码。编码共得出24个类别概念,将其按照属性、结果利益、价值三个维度进行分类并制作出价值阶层图,最终得到9条手段—目的链(MEC)。通过对这9条MEC的分析,得出游客实现成就感、满足感、乐趣与兴奋及归属感等自我价值所需要的产品属性。研究结论为冰雪体育小镇以需求为导向开发娱乐项目、改善服务质量及管理以提高自身竞争力提供了启示和建议。

From the perspective of tourists’demands and value realization,based on the Means-end Chain theory,Sorting,analysising and coding comments from travel websites according to content analysis method by using the example of snowy XiLing Mountain ski resort.A total of 24 category concepts were derived from coding.Classify these 24 concepts into three dimensions:attribute,result/benefit and value,then draw the value hierarchy map,eventually we obtain 9 MEC.The product attributes that tourists need to achieve their self-worth such as sense of achievement,satisfaction,fun and excitement,and sense of belonging are obtained through analysising these 9 MEC.The conclusion of the study provides enlightenment and suggestions for ice and snow sports featured towns to develop demand-led recreational projects,improve service quality and management in order to improve their competitiveness.