旅游者与目的地契合的概念与测量

Tourist engagement with a destination:Conceptualization and scale development

在当前多渠道和多主体构成的旅游地服务关系网中,契合是理解和预测旅游行为的关键,是目的地进行顾客关系管理的重要策略。以消费领域(含休闲与旅游品牌领域)契合研究为基础,在回顾消费者契合的理论基础与识别多种契合概念关键特征的基础上,尝试结合旅游学理论和目的地特征,界定旅游者契合的概念,识别和验证其维度和测量指标,并以凤凰古城为研究区域收集数据,检验契合测量指标。研究界定了旅游者契合,并构建了包括认同、注意、热情、专心致志、社会互动等5个维度、25个测项的旅游者契合指标体系。同时,研究证实了旅游者契合对目的地忠诚的正向影响,表明旅游者契合测量具有良好的效标关联效度。旅游目的地领域契合的实证研究,完善了旅游市场营销学的概念体系,对目的地实施契合营销策略有一定的启示。

In the current destination service network featured by multi-channels and multi-actors,consumer engagement has become the key to understanding and predicting tourist behaviors, which is also regarded as an important marketing tool to gain deeper and more strategic customer relationship for tourist destinations. On the basis of theories of consumer engagement, this study attempted to define the concept of tourist engagement with a destination(TE), identify and test its dimensions and indicators combined with the demand of tourists and destination management practice. The TE scale and hypothesis were tested using 401 valid samples collected at the Phoenix Ancient Town, a famous tourist destination in western Hunan Province, China. The definition of TE and a 25-indicators TE scale including five dimensions(identity, attention, enthusiasm,absorption and social interaction) was developed in this study. The results also show that TE has a direct positive influence on destination loyalty, suggesting its good criterion-related validity. This exploratory study of TE in destination context contributes to the tourism marketing theory by perfecting its concept system. The results also have some practical implications for destination marketing management.