摘要
在旅游竞争日益激烈的背景下,事件营销成为旅游目的地营销的一种重要方式。城市居民是旅游目的地进行事件营销重点要争取的潜在客源市场,因此,测度事件营销对城市居民出游意向的影响具有重要的意义。假设事件营销对城市居民出游意向产生影响,对事件营销对城市居民出游意向的影响进行系统分析,并设计了影响测度的实现方案:首先通过因子分析得出事件认知因素和影响因素,然后通过结构方程模型分别构建影响机制模型和影响因素模型,最后通过对认知指标进行聚类分析得出不同事件认知群体的出游意向特征。以“南方长城中韩围棋邀请赛”对长沙市居民凤凰旅游意向的影响为例进行实证研究,结果表明:(1)事件营销颇具成效,围棋赛的认知度较高。(2)认知、态度一定程度上刺激出游意向,但总体不很显著。(3)影响因素对出游意向的影响程度具有分异特征。(4)三类事件认知群体的出游意向特征存在一定分异。
本研究的主要成果有三点:(1)从潜在客源市场的出游意向的角度测度旅游目的地事件营销的影响,拓宽了事件营销影响的测度广度,即测度范围从事件举办地和现实客源市场拓展到潜在客源市场,有助于更全方位理解事件营销的成效。(2)建立了影响出游意向的测度体系,并运用合理有效的数理统计方法进行分析。测度体系包括三部分:基于心理学视角从认知、态度和出游意向三者的关系构建事件营销对出游意向影响的机制模型;从事件影响因素和出游意向的关系构建影响因素模型;以潜在客源市场对事件的认知程度为基础划分不同的事件认知群体,并分析不同事件认知群体的出游意向特征。(3)是以具体的事件营销案例进行实证研究,在验证影响的测度体系同时,对事件营销举办地的旅游发展具有一定的借鉴作用。
Under the more and more drastic background of tourism competition, event marketing is an important marketing way of tourism destination.As urban residents are important potential tourists,whom business man in tourism destination uses event marketing to attract,measuring the effect of event marketing to the tourism intention of urban residents is very important.On the basis of supposing event marketing has effect on the tourism intention of urban residents,this research analyzes the effect by the numbers,and designs the measuring projects by firstly,using Factor Analysis to educe cognition factors and effect factors,then setting up effect mechanism model and effect factors model by SEM,finally, analyzing the tourism intention characters of different event people by using Cluster Analysis to analyze cognition indexes.The research makes an empirical study by using the case of the effect on the South Great Wall Invitational Tournament of I-go between China and Korea to the tourism intention of urban residents of Changsha city.The results show:(1) Because the event marketing has higher cognition degree,it is quite successful.(2)Cognition and attitude can stimulate tourism intention in some degree,but their effect are not very prominent.(3)The effect degree of effect factors to tourism intention has different characters.(4)Three different event people based on the event cognition degree has different characters on tourism intention. This research innovates in the following three points:(1)Measuring the effect of event marketing from the tourism intention of potential tourist market,which extends the measuring scope of event marketing's effect.It means that we can measure the effect of event marketing not only from event place and realistic tourist market,but also from potential tourist market that we can understand the effect of event marketing fully.(2) Effect measuring system is established and analyzed by valid statistical methods.The system includes three parts.Firstly,effect mechanism model is set up based on the relationship within cognition,attitude and tourism intention.Secondly,effect factors model is set up based on the relationship between event effect factors and tourism intention.Finally, potential tourist market is divided into different event people based on the event cognition degree,then their characters of tourism intention are analyzed.(3)Empirical study by a concrete case of event marketing, which not only confirms the effect measuring system,but also offers some effect references to the tourism development of the tourism destination which uses event marketing.
引文
[1]世界旅游组织预测中国将成为世界第一大旅游目的国.[DB/OL]http://www.jrj.com.cn/NewsRead/Detail.asp?NewsID=867211.
[2]何建民.奥运与旅游相互促进的功能及方式——基于常规旅游价值链与全面营销导向的研究[J].旅游科学.2007,(3):7-10.
[3]戴光全,保继刚.西方事件及事件旅游研究的概念、内容、方法与启发(上)[J].旅游学刊.2003,(5):26-34.
[4]李幼瑶.主题公园消费体验、体验价值和行为意向关系的研究[D].浙江大学硕士学位论文,2007.
[5]Walsh-Heron,.I and Stevens,T The Management of Visitor Attractions and Events Prentice-Hall[M],New York(1991)
[6]Getz,D.Festivals,Special Events,and Tourism Van Nostrand Reinhold[M],New York (1991)
[7]Getz,D.Special events:defining the product[J]Tourism Management,1989,(10):125-137.
[8]Garnham,B.Ranfurly Shield Rugby:An investigation into the impacts of a sporting event on a provincial city,the case of New Plymouth[J].Festival Management and Event Tourism,1996,(4):145-249.
[9]Walo,M.,Bull,A.,& Breen,H.Achieving economic benefits at local events:A case study of a local sports event[J].Festival Management and Event Tourism,1996,(4):95-106.
[10]Irwin,R.,& Sandier,M.An analysis of travel behavior and event-induced expenditures among American collegiate championship patron groups[J].Journal of Vacation Marketing,1998,4,(1):78-90.
[11]Higham,J.(1999).Commentary-sport as an avenue of tourism development:An analysis of the positive and negative impacts of sport tourism[J].Current Issues in Tourism,1999,2,(1):82-90.
[12]Hall,C.M.Hallmark tourist events:Impacts,management and planning[M].London:Bellhaven,1992.
[13]De Knop,P.Sport tourism:A state of the art.European Journal for Sport Management[J], 1998,(5):5-20.
[14]Getz,D.Trends,strategies,and issues in sport-event tourism[J].Sport Marketing Quarterly,1998,(7):8-13.
[15]Chalip,L.,Green,B.C.,& Hill,B.Effects of sport event media on destination image and intention to visit[J].Journal of Sport Management,2003,(17):214-234.
[16]Gibson,H.J.,Willming,C.,& Holdnak,A.Small-scale event sport tourism:Fans as tourists[J].Tourism Management,2003,(24),181-190.
[17]Kim,S.S.,& Petrick,J.F.Resident's perceptions on impacts of the FIFA 2002 World Cup:The case of Seoul as a host city[J].Tourism Management,2005,(26):25-38.
[18]戴光全,保继刚.西方事件及事件旅游研究文献分析[J].世界地理研究,2003,(4):78-83.
[19]戴光全,保继刚.西方事件及事件旅游研究的概念、内容、方法与启发(下)[J].旅游学刊,2003,(6):111-119.
[20]戴光全,保继刚.西方事件及事件旅游研究的方法[J].桂林旅游高等专科学校学报,2004,(3):13-21.
[21]Crompton,J.L.,& McKay,S.L.Motives of visitors attending festival events[J]:Annals of Tourism Research,1997,24,(2),425-439.
[22]Hyounggon Kim,Marcos C.Borges,Jinhyung Chon.Impacts of environmental values on tourism motivation:The case of FICA,Brazil[J].Tourism Management,2006,(27):957-967.
[23]Gibson,H.,Attle,S.,& Yiannakis,A.Segmenting the sport tourism market:A life span perspective[12].Journal of Vacation Marketing,1998,(4):52-64.
[24]Mohsin,A.Tourist attitudes and destination marketing—The case of Australia's Northern Territory and Malaysia[J].Tourism Management,2005,(26):732-733.
[25]Kim,N.,& Chalip,L.Why travel to the FIFA World Cup? Effects of motives,background,interest and constraints[J].Tourism Management,2004,(25):695-707.
[26]Daniel C.Funk,Tennille J.Bruun.The role of socio-psychological and culture-education motives in marketing international sport tourism:A cross-cultural perspective[J].Tourism Management,2007,(28):806-819.
[27]Nogawa,H.,Yamguchi,Y.,& Hagi,Y.An empirical research study on Japanese sport tourism in Sport-for-All Events:Case studies of a single-night event and a multiple-night event[J].Journal of Travel Research,1996,(35):46-54.
[28] Irwin, R., & Sandier, M. An analysis of travel behavior and event-induced expenditures among American collegiate championship patron groups[J]. Journal of Vacation Marketing, 1998,4,(1):78-90.
[29] Heather J. Gibson, Cynthia Willming, Andrew Holdnak. Small-scale event sport tourism: fans as tourists[J]. Tourism Management, 2003,(24):181-190.
[30] Duncan Light. Characteristics of the audience for 'events' at a heritage site[J].Tourism Management, 1996,(17): 183-190.
[31]Getz, D. Event Management & Event Tourism[M]. New York: Cognizant Communication Corporation. 1997.
[32]Smith, S. L. J. Measuring the Economic Impact of Visitors to Sports Tournaments and Special Events( Book Review). Annals of Tourism Research,2001,28,(3):829-831.
[33] Ritchie, B., & Adair, D. The growing recognition of sport tourism[J]. Current Issues in Tourism, 2002,5,(1): 1-6.
[34] Delia Bitta, A. J., Loudon, D., Booth, G., & Weeks, R. R. Estimating the economic impact of a short-term tourist event[J]. Journal of Travel Research, 1977,16,(2):10-15.
[35]Murphy, P. E., & Carmichael, B. A. Assessing the tourism benefits of an open access sports tournament: The 1989 B.C. Winter Games[J]. Journal of Travel Research, 1991,29,(3):32-36.
[36]Long, P. T., & Perdue, R. R. The economic impact of rural festivals and special events: Assessing the spatial distribution of expenditures[J]. Journal of Travel Research, 1990,28,(4): 10-14.
[37] Pyo, S. S., Cook, R., & Howell, R. L. Summer Olympic Tourist Market: Learning from the Past[J]. Tourism Management, 1988,9,(2):, 137-144.
[38] Kang, Y. S., & Perdue, R. Long-term impact of a mega-event on international tourism to the host country: A conceptual model and the case of the 1988 Seoul Olympics[J]. Journal of International Consumer Marketing, 1994,6,(3/4): 205-225.
[39] Lee, C. K., & Kim, J. H. International tourism demand for the 2002 World Cup Korea: A combined forecasting technique[J]. Pacific Tourism Review,1998, 2,(2):1-10.
[40] Choong-Ki Lee, Tracy Taylor. Critical reflections on the economic impact assessment of a mega-event: the case of 2002 FIFA World Cup[J]. Tourism Management, 2005, (26) :595-603.
[41] Gordon Waitt. Social Impacts of the Sydney OIympics[J]. Annals of Tourism Research, 2003,(1): 194-215.
[42]Kim,J.,D.Gursoy,and S.Lee.The Impact of the 2002 World Cup on South Korea:Comparisons of Pre- and Post-Games[J].Tourism Management 2006,(27):86-96
[43]Deccio,C.,and S.Baloglu.Nonhost Community Resident Reactions to the 2002 Winter Olympics:The Spillover Impacts[J].Journal of Travel Research 2002,(41):46-56.
[44]Dogan Gursoy,K.W.Kendall.Hosting Mega Events Modeling Locals' Support[J].Annals of Tourism Research,2006,(3):603-623.
[45]Dogan Gursoy,Kyungmi Kim,Muzaffer Uysal.Perceived impacts of festivals and special events by organizers:an extension and validation[J].Tourism Management,2004,(25):171-181.
[46]李晓莉.事件对举办地的旅游形象影响与提升战略研究综述[J].旅游学刊.2007,(8):74-81.
[47]保继刚,楚义芳,彭华.旅游目的地理学(第一版).北京:高等教育出版社,1993:58.
[48]保继刚,楚义芳.旅游目的地理学(修订版).北京:高等教育出版社,1999:79.
[49]戴光全,保继刚.西方事件及事件旅游研究的概念、内容、方法与启发(上)[J].旅游学刊,-2003,(5):26-34.
[50]戴光全.重大事件对城市发展及城市旅游的影响研究——以'99昆明世界园艺博览会为例.北京:中国旅游出版社,2005.
[51]余青,吴必虎,廉华,童碧沙,殷平.中国节事活动开发与管理研究综述[J].人文地理,2005,(2005):56-59.
[52]邓明艳.培育节庆活动 营销西部旅游目的地[J].旅游学刊,2002,(6):32-35。
[53]张丽,郭英之.重大事件的旅游效应分析及营销策略[J].商业研究,2005,(18):170-172.
[54]王钰.旅游动机和限制因素对大型体育事件参与程度的影响研究[D].天津商学院硕士学位毕业论文,2006.
[55]保继刚,徐红罡,戴光全.“告别三峡游”的影响及理论解释[J].地理研究,2002,(5):608-616.
[56]张晓燕.旅游景区事件营销误区透析——以飞机再次穿越天门洞为例[J].旅游学刊,2006.(8):30-33.
[57]熊元斌,胡宇.体育节事的旅游价值与营销策划[J].武汉体育学院学报,2005,(8):25-29.
[58]付磊.奥运会影响研究:经济和旅游[D].中国社会科学院研究生院博士学位论文, 2002.
[59]周长春.城市会展业直接经济影响的对比研究[J].思想战线,2004,(5):89-93.
[60]卞显红.对2002年我国国际会展业经济影响的分析[J].商业研究,2006,(2):94-98.
[61]罗秋菊.东莞厚街镇会展业影响的社区感知研究[J].旅游学刊,2006,(3):77-82.
[62]周长春,戴光全.大型活动的形象影响研究——以'99昆明世博会为例[J].人文地理,2005,(2):38-42.
[63]戴光全,保继刚.'99世博会对昆明城市形象的影响研究[J].人文地理,2006,(1):29-33.
[64]徐颖.艺术节事的影响研究[D].华东师范大学硕士毕业论文,2006.
[65]王迪云.湘西凤凰旅游开发战略探讨[J].经济地理,2001,(2)244-248.
[66]王亚力.南方长城与“长城文化之旅”的开发[J].旅游学刊,2003,(3):53-57.
[67]张海燕.民族地区旅游资源开发与可持续发展研究——以湘西凤凰县为例[J].吉首大学学报(社会科学版),2003,(3):89-91.
[68]郑群明.论湘西旅游“金三角”的开发[J].热带地理,2004,(2):196-200.
[69]姚玲玲,郭建平,吴甫成.湘西凤凰县旅游资源深度开发研究[J].湖南师范大学自然科学学报,2006,(1):100-104.
[70]王凯,谭华云.景区经营权转让对边远旅游目的地影响的实证研究——湖南凤凰八大景区(点)的案例分析[J].旅游科学,2005,(4):38-43.
[71]王凯,谭华云.凤凰城旅游景区转让后的效应评价[J].中国人口·资源与环境,2005,(4):37-42.
[72]王凯.旅游景区市场化运作对目的地社区的影响评析——“凤凰模式”的个案研究[J].热带地理,2006,(1):70-74.
[73]谭华云,王凯.景区转让中的利益整合与多中心治理——以凤凰城为例[J].桂林旅游高等专科学校学报,2006,(4):419-422.
[74]麻学锋,龙茂兴.欠发达民族地区旅游发展模式研究——以湖南凤凰县为例[J].商业研究,2006,(14):179-181.
[75]许抄军.历史文化古城游憩利用及非利用价值评估方法与案例研究[D].湖南大学硕士学位论文,2004.
[76]许抄军,罗能生,刘沛林,王良健.历史文化古城游憩利用价值评估——以凤凰古城为例[J].经济地理,2006,(3):521-525.
[77]朱湖英,许春晓,不同收入城市居民文化旅游需求差异研究——以长沙市不同收入居民对凤凰古城的旅游需求为例[J].北京第二外国语学院学报,2006,(1):38-41.
[78]朱湖英.城市居民的文化旅游需求特征研究——以长沙市居民对凤凰古城的旅游需求为例[D].湖南师范大学硕士学位论文,2006.
[79]Assael,H.消费者行为和营销策略[M].北京:机械工业出版社.2000:194-198.
[80]J.Enrique B,M.Isabel Sanchez,Javier Sanchez.79[J].Tourism Management,2001,22(3):607-616.[81]Lam,T.and Hsu,C.H.C..Predicting behavioral intention of choosing a travel destination[J].Tourism Management.2004,(27):589-599.
[82]张宏梅,陆林,章锦河.感知距离对旅游目的地之形象影响的分析——以五大旅游客源城市游客对苏州周庄旅游形象的感知为例[J].人文地理.2006,(5):25-31.
[83]李巍.关于旅游目的地形象的认知心理研究——以南京市为例[D].南京师范大学硕士学位论文,2004.
[84]张理东.上海旅游节市场认知度研究[D].华东师范大学硕士学位论文,2007.
[85]吴必虎.区域旅游规划原理[M].北京:中国旅游出版社,2001,205-208.
[86]刘昌雪.世界遗产地旅游推力——引力因素研究——以西递和宏村为例[J].旅游学刊,2005,(5):15-20.
[87]宋子千.论旅游的被吸引性与旅游资源概念[J].旅游学刊.2006,(6):69-72.
[88]10亿观众收看中韩围棋邀请赛,湘西迎来旅游高峰[DB/OL].http://sports.sina.com.cn
[89]Nunnally J C,Bernstein I H.Psychometric Theory[M].New York:McGraw-Hill Inc,1994.
[90]Lee Choong-Ki,Yong-Ki Lee,Bruce Wicks.Segmentation of festival motivation by nationality and satisfaction[J].Tourism Management,2004,25:61-70.
[91]Cevat Tosun.Host perceptions of impacts:a comparative tourism study[J].Annals of Tourism Research,2002,(1):231-253.
[92]高海霞.消费者的感知风险及风险行为研究——基于手机市场的研究[D].浙江大学博士学位论文,2003.
[93]侯杰泰等著.结构方程模型及其应用[M].北京:教育科学出版社.2005.
[94]沃纳·赛佛林等著.传播理论:起源、方法与应用[M].北京:华夏出版社.2000:246-2698.
[95].郭英之编著.旅游市场营销[M].大连:东北财经大学出版社:2006.