影响游客购买旅游产品行为的因素研究-西安建筑科技大学学报（社会科学版）

文章信息/Info

作者:: 殷杰¹; 郑向敏¹; 董斌彬¹; 2; (1.华侨大学旅游学院,福建泉州 362021;2.黎明职业大学土木建筑工程学院,福建泉州 362021)

Author(s):: YIN Jie¹; ZHENG Xiang-min¹; DONG Bin-bin²; （1.Huaqiao University，College of Tourism,Quanzhou,Fujian 362021,China;
2.Liming Vocational University, School of Civil Engineering, Quanzhou Fujian 362021,China）

摘要:: 随着大众旅游时代的到来，旅游市场不断扩大，旅游产品购买需求增多，旅游产品购买的影响因素成为众多旅游经营者关注的话题。在阐述旅游产品概念的基础上，系统分析了旅游产品购买的影响因素，并进行了实证检验，研究结果表明：产品感知、风险因素、内在因素和环境因素是影响旅游产品购买的4个公因子；4个公因子对产品购买意愿的影响力大小分别为产品感知、风险因素、内在因素和环境因素，其中风险因素对购买意愿产生负向影响。最后针对影响因素提出了应对策略。

Abstract:: With the advent of the mass tourism era , the ever-expanding of tourism market and the increase of the tourism products demand, the factors affecting tourism products purchase become what tour operators are concerned about. On the basis of elaborating the concept of tourism products, the paper analyzes systematically the affecting factors of tourism products purchase with the empirical investigation. The result of the study shows that: the product perception, the risk factors, the internal factors and the environmental factors are four common ones that affect tourism products purchase; the strength of the impact of the four common factors goes from the product perception, the risk factors, and the internal factors to the environmental factors, and the risk factors have a negative impact on the purchase intention. Finally, the paper puts forward some management proposals