| 在旅游竞争日趋剧烈的配景下，韩语毕业论文，事宜营销成为旅游目标地营销的一种主要措施。城市居平易近是旅游目标地停止事宜营销重点要争夺的潜伏客源市场，是以，测度事宜营销对城市居平易近出游意向的作用具有主要的意义。假定事宜营销对城市居平易近出游意向发生作用，对事宜营销对城市居平易近出游意向的作用停止体系剖析，并设计了作用测度的完成计划起首经由过程因子剖析得失事件认知身分和作用身分，然后经由过程构造方程模子分离构建作用机制模子和作用身分模子，最初经由过程对认知目标停止聚类剖析得出分歧事宜认知群体的出游意向特点。以“南边长城中韩围棋约请赛”对长沙市居平易近凤凰旅游意向的作用为例停止实证研究，成果注解（1）事宜营销颇具成效，围棋赛的认知度较高。（2）认知、立场必定水平上安慰出游意向，但整体不很明显。（3）作用身分对出游意向的作用水平具有分异特点。（4）三类事宜认知群体的出游意向特点存在必定分异。本研究的重要结果有三点（1）从潜伏客源市场的出游意向的角度测度旅游目标地事宜营销的作用，拓宽了事宜营销作用的测度广度，即测度规模从事宜举行地和实际客源市场拓展到潜伏客源市场，有助于更全方位懂得事宜营销的成效。（2）树立了作用出游意向的测度系统，韩语论文，并运用公道有用的数理统计办法停止剖析。测度系统包含三部门基于心思学视角从认知、立场和出游意向三者的关系构建事宜营销对出游意向作用的机制模子；从事宜作用身分和出游意向的关系构建作用身分模子；以潜伏客源市场对事宜的认知水平为基本划分分歧的事宜认知群体，并剖析分歧事宜认知群体的出游意向特点。（3）是以详细的事宜营销案例停止实证研究，在验证作用的测度系统同时，对事宜营销举行地的旅游成长具有必定的自创感化。 Abstract: In the increasingly fierce competition in the tourism market, the issue of marketing has become a major method of tourism destination marketing. Urban residents is a tourist destination to stop marketing focus to compete for the potential of the tourist market, is to measure the impact of marketing on urban residents' travel intention has a major significance. Assumed marketing issues of urban residents went to travel in the intention to produce an effect, on matters relating to marketing of urban residents went to travel in the intention to carry on the system analysis, and design the influence measure complete plan, first of all, through factor analysis of gain and loss events identity and influencing factors, and then through the separating process of structural equation model influence mechanism model and the influencing factor model construction, initially through the process of the cognition goal clustering analysis of different matters cognitive group's intention to travel characteristics. To the south of the great wall of China and Korea go invite race of Changsha City ranking plain near Phoenix tourism intention as an example of empirical research, results notes (1) matters relating to marketing with considerable success, chess tournament higher awareness. (2) the level of cognition and the position is bound to comfort the intention to travel, but the overall is not very obvious. (3) the influence of factors on the intention to travel has different characteristics. (4) there are some differences in the characteristics of the travel intention of the three kinds of issues. The important results of this study are three points (1) from potential tourist market of travel intention of angle measure tourism target matters relating to the marketing effect, broaden the breadth of matters affecting marketing measure, namely measure scale should be held and the actual tourist market to expand latent customers, contribute to more comprehensive understand matters relating to marketing effectiveness. (2) to set up the impact of the travel intention of the system, and the use of reasonable and useful mathematical statistics to stop the analysis. Measurement system contains three departments based on psychology perspective from the relationship between knowledge, attitudes and travel intention of construction matters relating to marketing mechanism model of the intention to go on a journey; from matters which affect the identity and travel intention construct influencing factor model; latent tourist market on matters relating to the cognitive level for matters relating to the basic partition difference group cognition and analysis different matters cognitive group's intention to travel characteristics. (3) in the case of detailed marketing case to stop the empirical study, in the verification of the impact of the measurement system, the marketing of the issue of tourism growth has a certain degree of self influence. 目录: |
