家长决策下的研学旅游消费——基于消费者与购买者不一致的二元视角

Study Tourism Consumption under Parental Decision-making:From the Perspective of the Consumer-Purchaser Divide

中小学生研学旅游既存在消费者与购买者的主体不一致性,又存在家长为未成年子女做决策的必要性,意味着从作为购买者的家长视角探讨研学旅游购买决策的影响因素尤为重要。文章以中小学生家长为研究对象,基于推拉理论构建家长视角下研学旅游动机与购买决策的基本关系,并利用价值感知、风险感知与成本感知揭示内在机制和理论边界。结果显示:研学旅游动机不仅直接促进购买决策,还会通过价值感知的部分中介作用来实现;风险感知激发了研学旅游动机与价值感知间的正向关系;成本感知、风险感知与研学旅游动机的交互作用对价值感知产生负向影响。该研究拓展了旅游动机的主体视角,深化了包含利他和利己的价值内涵,为风险感知的调节作用分歧提供实证答案,细分了不同利失类型的家长决策特征,为教育部门、学校、研学企业和教师的实践提供启示。

Study tourism for primary and secondary school students is an out-of-school educational activity combining research studies and travel experiences,which is planned and organized by education departments and schools and includes group travel and concentrated accommodation.In recent years,it has become popular in China.In existing research,a consumer characteristic unique to study tours has been overlooked.To be precise,the study tour consumption features a consumerpurchaser divide and the necessity for parents to make decisions for their minor children.It is therefore essential to explore the influencing factors of study tour purchasing decisions made by parents.Based on 740 survey questionnaires of parents of primary and secondary school students,and the theory of tourism motivation and decision-making,this paper established a basic relationship between motivation and purchasing decisions in study tourism from the perspective of parents and analyzed the intrinsic mechanism and theoretical boundaries using three variables of the perceived value,the perceived risk,and the perceived cost.The results show that(1)parents'study tourism motivation directly contributed to their purchasing decision-making;(2)the perceived value played a partial mediating role between study tourism motivation and purchasing decisions;(3)the perceived risk stimulated a positive relationship between study tourism motivation and perceived value;and(4)the interaction among perceived cost,perceived risk and study tourism motivation had a negative effect on the perceived value.In terms of theoretical contributions,this paper is among the first to explore the influence of study tourism motivation on purchasing decisions from the perspective of parents,expanding the perspective of the subject of tourism motivation based on the push-pull theory,and adding new dimensions to altruism in the theory of tourism motivation and decision-making.Second,this paper reveals the internal mechanism of perceived value in study tourism,including altruism and self-interest,contributing to the internal value construction of study tourism.Third,this paper provides empirical answers to and theoretical explanations for the divergent status quo of the moderating direction of perceived risk in influencing tourism motivation in the study tourism context.Fourth,this paper breaks down the decision-making characteristics of parents with different types of“loss of benefit”in study tourism,effectively linking scattered studies on the interaction between perceived cost and perceived risk,and the interaction between tourism motivation and perceived risk.As for practical implications,first and foremost,schools and research enterprises should regularly investigate the motivation of parents of primary and secondary school students in study tourism through questionnaires or interviews.Moreover,the value of study tourism should be further explored,which requires concerted efforts of multiple parties such as education departments,schools,study tourism-related enterprises,and teachers.Furthermore,particular attention needs to be paid to risks in study tourism.Finally,cost control remains an eternal topic.