摘要
根据监测数据,分析旅游者对常熟旅游产品评价及其获取常熟旅游信息的来源、强度及效果情况。首先对问卷指标进行探索性因子分析,将全部指标划分为网络媒体、电视媒体、电台媒体、平面媒体、口碑传播和旅游服务吸引力、旅游环境吸引力、旅游资源吸引力8个公因子。然后,采用结构方程模型(SEM),在5个信息来源因子和3个旅游吸引力因子之间建模验证15个研究假设。结果表明,在现阶段的常熟旅游营销中,电视媒体旅游信息传播所发挥的作用最为显著,电台媒体、平面媒体、网络媒体、人际口碑等在旅游信息传播中的实际营销效果尚不明显;最后为常熟政府旅游营销传播提供了策略建议。
According to the monitoring data, the paper takes Changshu for example to analyze tourists＇ evaluation on tourism products and the source of tourist information as well as its strength and effect. Based on 266 samples collected, the paper conducts exploratory factor analysis to extract eight common factors which are network, TV, radio, print media, oral spreading, tourism service attraction, tourism environment attraction and tourism resource attraction. A structural equation model and 15 hypotheses are developed on the basis of five factors of information source and three factors of tourism attraction. The results show that at the present stage of tourism marketing in Changshu, the impact of television media on tourism information communication is the most significant, whereas radio, print media, network media and oral spreading are not significantly related to marketing effectiveness. The paper provides strategies and adviees for the Changshu government in terms of tourism marketing communication.
出处
《经济地理》
CSSCI
北大核心
2012年第12期182-186,共5页
Economic Geography
基金
教育部人文社会科学研究基金项目(10YJCZH246)
国家社会科学基金项目(12CJY087
11CMZ028)
关键词
政府
旅游营销
传播
常熟
government
tourism-marketing
communication
Changshu
