旅游信息来源类型对消费者行为意图的影响

如何高效利用和改变消费者对信息来源的判别特点,并使其在营销战略设计中发挥作用,是营销人员重点关注的现实命题。通过了解消费者对信息来源类型的利用程度,营销人员可以运用高效方式来设计和影响传播渠道。本研究在实体化旅游信息来源类型的基础上,通过构建量表实测,定量化分析了旅游信息来源类型对消费者行为意图的影响。结果显示:(1)消费者认知对旅游信息来源类型有明确的界定和划分,不同类型的旅游信息来源会呈现规律的聚类现象;(2)人际传播的旅游信息来源对消费者行为意图仍然发挥着独特的影响作用;(3)有效阅读时间是旅游信息来源类型对消费者行为意图产生影响的重要限制因素;(4)电视和休闲媒介类旅游信息传播效果对消费者行为意图影响不大。该结论对旅游营销广告投放及营销渠道选择均具有一定的参照意义;(5)人口结构特征中,职业和月收入差异对旅游信息来源类型选择影响较大;性别、年龄、教育程度及年出游次数对旅游信息来源类型选择影响较小。

THE IMPACT RESULTS OF TOURISM INFORMATION SOURCE TYPES ON CONSUMER BEHAVIOR INTENTIONS

What marketers focus on the propositions of realities is how to efficiently use and change the discriminant characteristics of the information source, and make it play a role in the design of marketing strategy. By understanding the types of information sources and consumers' use of this information, marketers can use efficient ways to influence and design communication channels. Based on the instantiation of tourist information source type, this study quantitatively analyses the role and impact of tourist information type on consumers' behavior intention by constructing a scale. The results show that: (1)consumers' cognition has a clear definition and classification on the types of tourist information sources, moreover, different types of information sources present clustering phenomenon; (2)tourist information source of interpersonal communication plays a unique role on consumers' behavior; (3)the constraint of effective reading time is the influential factor which tourist information source type has on the consumer behavior intentions; (4) the input and output of TV and recreational media tourist information not proportional, and its transmission effect is not accepted by consumers. The conclusions on the inputs of tourism marketing advertising and the choice of marketing channels have certain reference significances; (5) according to the demographics, occupation and different monthly income have a larger influence to the choice of the tour information style, while sex, age, education and annual frequency of travel influence less.