作　　者： ; ;

机构地区： 澳门科技大学

出　　处： 《旅游论坛》 2008年第4期28-32,共5页

摘　　要： 剖析节事消费者感知价值对顾客满意的影响机制,首先通过文献梳理和理论研究,总结顾客满意的前因及其作用途径,据此提出理论假设,然后通过现场观察、游客访谈、问卷调查等研究手段,并借助方差分析、结构方程模式分析等分析方法,证实节事消费者感知价值的6个维度对顾客满意度的影响表现为保健和激励两类效应,其中发挥保健效应的价值维度包括便利价值、服务价值和感知价格,发挥激励效应的价值维度包括美感价值、玩乐价值和社会价值。从变量间关系角度出发,论证了价值维度、感知价值和顾客满意之间具有密切关系,拓展了现有的感知价值作用链模型,并从实用和享乐两个角度对节事活动的成功举办提供了思路。 Festivals and special events have been one of the fastest developing tourism attractions, and the related service industries have been the key parts of destination＇s economic and social development strategies. On the other hand, during the past two decades, there has been increasing awareness that customer value is the next source of competitive advantage. However, resuits clearly revealed that service failures and crises related festivals were common. One of the key reasons is that many festival organizers choose product orientation rather than market orientation. It is revealed that the degree of market orientation is a key success factor of festivals and special events. The research presents in this paper focuses on consumer perceived value and satisfaction in festival experiences, analyses what dimensions that consumer value have and how value dimensions influence perceived value and visitor satisfaction. Special attention is paid to the cognitive and affective dimensions of consumer service experiences in festival events.

关 键 词： 节事活动 感知价值 顾客满意 保健因素 激励因素

领　　域： [经济管理] [经济管理]