摘要
将市场营销学中的方法-目的链分析法应用于海南岛旅游者价值的研究中,分析了海南岛旅游产品属性、旅游消费结果与旅游者价值的内容,并采用Pearson相关系数分析验证了三者之间存在显著正相关的关系,在此基础上构建了海南岛旅游者的等级价值图,并通过构建关联矩阵,探讨了旅游者最关注的方法-目的链路径,在此基础上提出了推进海南岛旅游产品开发的建议:加强海南岛旅游品牌形象建设和重新对旅游者进行市场细分.
The traditional research on tourism product development can be roughly divided into two types：one is based on resources school,such as regional economics,theory of developing islands,the other is based on marketing school represented by public marketing of tourism destination,tourist behavior.As tourism product includes a number of physical products and intangible services,the same kind of tourism products always brings different values and psychological feelings to different tourists.Existing researches cannot combine tourist psychological preference and resources well.To solve this problem,this paper tries to introduce ＂means-end chain＂ approach of marketing to study the tourist value of Hainan Island.It analyzes the contents of tourism product attributes,tourism consumption consequences and tourist values of Hainan Island and verifies the significant positive correlation among these three elements by applying Pearson correlation coefficient method.The this paper constructed a Hierarchical Value Map for ths tourists of Hainan Island and discusses the mean-end chain path to which tourists pay most attention by constructing an incidence matrix among attributes,consequences and values.On the basis of the findings mentioned above,this paper puts forward some proposals to develop tourist products in Hainan tourism,including to enhance the construction of the tourism brand image of Hainan Island and to re-conduct market segmentation of tourists.
出处
《华中师范大学学报（自然科学版）》
CAS
北大核心
2013年第5期731-737,共7页
Journal of Central China Normal University：Natural Sciences
基金
教育部哲学社会科学发展报告项目(11JBGP041)
国家自然科学基金青年科学基金项目(41101166)
关键词
海南岛
方法-目的链
旅游产品属性
旅游消费结果
旅游者价值
Hainan Island
means-end chain
tourism products attributes
tourism consumption consequences
tourist values
