摘要
目前,国内度假旅游产业存在一定的结构性矛盾,通过评价游客感知价值对目的地开展营销策略研究,是提升旅游目的地吸引力的重要手段。通过准实验法对825名被实验人员在接受营销材料刺激前后感知价值各维度的变化情况进行分析,结果表明:营销材料能够显著影响游客对度假村各个维度价值的感知,其中功能价值、服务价值、情感价值、货币成本、非货币成本的感知差异最为明显;同时结合IPA分析法对比各感知价值重要程度和感知表现,发现环境和服务是潜在游客最看重的因素,案例地环境和设施游客感知表现良好,并提出针对性营销策略建议。
At present,there is a structural contradiction in Chinese leisure vacation industry.How to enhance the appeal of the resort has become the key to solve this problem.It is an important way to enhance the attractiveness of resort by evaluating the tourist perceived value and then conducting marketing strategy research on resorts.This paper analyzes the changes of multiple dimensions of perceived value of 825 participants before and after receiving the stimulation of marketing materials by the quasi-experimental method.The results show that marketing materials can significantly affect every dimension of the perceived value.Among them,the perception differences of the functional value,service value,emotional value,monetary cost,and non-monetary cost are the most obvious.At the same time,we compares the importance of each perceived value and perceived performance with the IPA analysis method.It is found that environment and service are the most important factors for potential tourists,and the environment and facility perception of the case site perform best.Based on the above conclusions,this paper proposes corresponding countermeasures from three aspects of precision marketing,optimization of marketing content and promotion of marketing strategy.
作者
何禹璇
王梦桥
乌恩
HE Yu-xuan;WANG Meng-qiao;WU En(School of Landscape Architecture,Beijing Forestry University,100083,P.R.China)
出处
《北京林业大学学报（社会科学版）》
2021年第3期44-53,共10页
Journal of Beijing Forestry University ：Social Sciences
关键词
游客感知价值
度假村
营销策略
准实验法
tourist perceived value
resort
marketing strategy
quasi-experimental method
