国内海滨城市旅游目的地推拉动机关系机制研究——“手段-目的”方法的应用

被引:15
作者
曲颖
贾鸿雁
机构
[1] 东南大学人文学院
关键词
推力动机; 拉力动机; “手段-目的”方法; 手段-目的链; 层次价值图;
D O I
10.16323/j.cnki.lykx.2013.04.007
中图分类号
F592.7 [地方旅游事业];
学科分类号
020202 ;
摘要
本文以国内海滨城市目的地为出游情境,运用营销学中"手段-目的"方法,通过其特有的"阶梯渐进"访谈程序获取了38名被访者的推、拉动机数据。通过系列处理、分析形成了一个综合展示目的地属性和旅游者看重的结果、个人价值之间链接关系的层次价值图。其中的若干条"手段-目的链"代表了旅游者对目的地产品与其个人相关性认识的主要感知逻辑。本文的研究发现对国内海滨城市目的地的定位主题开发、宣传促销策略制定和市场细分工作具有一定的启示。
引用
收藏
页码:9 / 23
页数:15
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