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随着体验经济时代的到来和旅游业的快速发展,旅游目的地顾客体验价值越来越引起学术界的关注,如何提高游客体验价值成为增强旅游目的地竞争力的有效途径。然而在测量游客体验价值方面却缺少合适的工具,本研究在查阅和借鉴前人研究成果的基础上,进行旅游目的地顾客体验价值量表的开发。首先通过问卷调查和小组深度访谈等方法确定了顾客体验价值量表的基本题项,通过问卷星进行了两轮预测之后确定了初始量表,然后利用初始量表通过问卷星对丽江、海南、桂林、张家界四地顾客体验价值进行测量,测量结束后通过项目分析、探索性因子分析、验证性因子分析、信效度的检验等获得了最终的量表,为旅游目的地顾客体验价值的测量提供量化工具。
With the arrival of the experience economy and the rapid development of tourism industry, the value of customer experience of tourism destination attracts more and more academic attention. How to improve the value of tourists’ experience becomes an effective way to enhance the competitiveness of tourist destination. However, there is a lack of suitable tools for measuring the value of tourists’ experience. Based on the previous research results, this study develops the customer experience value scale of tourist destinations. Firstly, the basic items of the customer experience value scale were determined through questionnaires and in-depth interviews with the group. The initial scale was determined after two rounds of forecasting by the questionnaire star. Then the questionnaires were used to survey the Lijiang, Hainan, Guilin , Zhangjiajie four places to measure the value of customer experience, after the measurement by project analysis, exploratory factor analysis, confirmatory factor analysis, reliability and validity of the test obtained the final scale for the tourist destination customer experience value measurement Quantification tools.