摘要
以“Z世代”中的大学生群体作为研究对象,通过研究梳理来明晰微旅游与云旅游模式融合路径,借助BRA模型,构筑后疫情时代大学生对于云游赋能的微旅游产品的购买意愿概念框架并提出系列假设。通过检验得出以下结论:大学生消费者对该产品的总体态度与其感知收益、感知风险、购买意愿存在正相关关系,该群体对此产品的感知收益与购买意愿存在正相关关系,其信任度与总体态度存在正相关关系,“Z世代”群体特征使大学生消费者对云游赋能微旅游产品风险包容度增强。
This paper takes the college students in “Generation Z” as the research object,clarifies the integration path of micro-tourism and cloud tourism mode through research and sorting,with the benefit-risk analysis model,constructs a conceptual framework of college students’ purchase intention for micro-tourism products empowered by the cloud tourism in the post-pandemic era and puts forward a series of assumptions.The findings are as follows:there is a positive correlation between the overall attitude of college students’ consumers to the product and their perceived benefits,perceived risks,and purchase intentions;there is a positive correlation between the perceived benefit of this product and the purchase intention of this group,and there is a positive correlation between its trust and overall attitude;the characteristics of the “Generation Z” group make college students’ consumers more risk-tolerant to the micro-tourism products empowered by the cloud tourism.
作者
伍新蕾
徐沛
WU Xinlei;XU Pei(Heyuan Polytechnic,Heyuan 517000,Guangdong,China)
出处
《四川旅游学院学报》
2023年第2期34-40,共7页
Journal of Sichuan Tourism University
基金
广东省普通高校重点科研平台和科研项目——青年创新人才类项目“产业融合趋势下粤北山区温泉文旅资源整合与品牌建设研究”,项目编号:2018GWQNCX121
2021年广东省科技创新战略专项资金(“攀登计划”专项资金)项目“以云游为平台·助微旅游振兴——疫情防控常态化背景下河源微旅游与云旅游融合现状调研”,项目编号:pdjh2021b0929。
关键词
微旅游
云旅游
大学生
购买意愿
BRA模型
micro-tourism
cloud tourism
college students
purchase intention
benefit-risk analysis model
