[心理学]温泉旅游论文：温泉旅游：体验、价值与购后行为研究.doc

温泉旅游论文：温泉旅游：体验、价值与购后行为研究 【中文摘要】温泉旅游作为世界上最古老的休闲度假方式之一,至今仍备受旅游市场青睐,其市场竞争也日趋激烈。尤其是在我国,温泉旅游产品长期以来缺乏个性化,同质性倾向突出,对温泉文化挖掘不深。因此,设计良好的体验,提高游客体验质量和价值,引导温泉游客购后行为,成为一个具有重要价值的研究课题。本研究以大连地区的温泉游客为研究对象,通过问卷抽样调查,并运用单因素方差分析、因子分析、相关分析等统计学方法来加以分析,探讨温泉游客的决策行为、旅游体验、顾客价值及购后行为之关系。研究结果发现:(1)温泉游客旅游决策最重视温泉的环境卫生、水质、水温、服务品质、价格等因素;(2)温泉旅游体验可分为“放松愉悦”、“知觉保健”、“交流互动”、“静心思考”等四个层面,洗浴次数在“放松愉悦”、“知觉保健”、“静心思考”三个构面上存在显著差异;(3)游客洗温泉后的价值感,享乐价值大于实用价值,并将正向推荐作为温泉休闲的优先考量;(4)旅游体验与顾客价值、购后行为呈显著正相关关系。本研究建议温泉业者,可从加强环境设计、严格监控水质,合理制定价格,依据游客决策行为设计不同的体验活动、重视规划体验活动加强游客购后行为意图等方面着手,以改进游客对于不同体验形式的体验结果,进而强化游客洗浴后的重游率。 【英文摘要】Spa tourism as one of the oldest resort ways in the world,which still highly favored by people,the competition in tourism market is enlarged day by day. Especially in China, hot spring tourism product has been lack of individuality long time, the problem of homogeneity is outstanding, hot spring culture not be fully digged. Therefore, well-designed experience, to improve the visitor抯 experience quality and value ,to form positive purchase behavior become a valuable research topic.The study treats the visitors of hot springs in Dalian ,through a sample survey questionnaire, and use single-factor analysis of variance, factor analysis, correlation analysis statistical methods to analyse, The purpose is to explore the relations among decision-making behavior of hot-spring tourist, tourism experience and post-purchasing behavior.The results showed: (1) Spa tourists making the most attention to the environmental health spa, water quality, water temperature, service quality, price and other factors, (2) Spa tourism experience can be divided into four dimensions,搑elaxed pleasure?損erceived health?搃nteraction?搈editative thinking? the Bath times existence significantly different in the搑elaxed pleasure??perceived health?搈editative thinking攄imension, (3) After the hot springs tourist value,the hedonic value is greater than the utilitarian value, and the positive recommendation as a priority in hot springs; (4)